Explanation of network exchanges among entrepreneurs and tourism business managers by using social networks approach(Case study: Yazd city)

In recent decades, tourism activists in tourism areas have come up with new and innovative ideas in various areas of urban tourism to create and promote new businesses and new jobs. One of the most important issues and challenges in the field of tourism business networking is the degree and status of the interactions and relationships between these businesses and their entrepreneurs. Yazd city is one of the most important tourism areas of the country with its natural and human tourism capital. In order to optimize tourism planning, it is necessary to determine the position and power of each tourism business and the entrepreneurs and the degree of power and centrality of each business and the type, influence and interactions of each entrepreneur in the tourism business network analyzed. To be. Therefore, the main purpose of the study is to analyze the interactions and relationships between businesses in Yazd. This research is an applied one and uses library and field data to collect data. The main statistical sample of the study was entrepreneurs and business owners of tourism in Yazd city. Data analysis is also based on network theory and social networking approach using Ucinet software. According to the final results of the study, the density of one-way and two-way interactions between businesses in the aspect of tourism exchange and destination management is at a relatively good level and in the information dimension is at a moderate level and at the financial level is weak.