The study of Hot Spring Industry's Relationship Network – Alumni Network

The purpose of this study is to investigate the determinants that influence relationship network between travel agents and hot spring industry, then we utilized in this study both social exchange theory and the relationship network to explore the application of the travel agencies and hot spring industry's relationship network. In this research, we began by reviewing relevant theoretical literature, followed by establishing a conceptual framework and research hypotheses based on existing literature; the next step we conducted in-depth interviews with spring industry and travel agencies in order to explore how the hot spring industry's development is and how the use of the alumni network is. Based on our research findings, the hot spring industry's alumni network is focused on the individual's interpersonal interaction. The social network is the medium for network continuity and for closing deals. However, the economic concept is more important than social rationality. On top of that, we point out in this study both the management implications and recommendations for future research. This study also provide suggestions about relationship marketing strategies and longterm relationship establishment for the hot spring industry.