An Exploratory Analysis of Travel-Related WeChat Mini Program Usage: Affordance Theory Perspective

  • Ao Cheng
  • Gang Ren
  • Taeho Hong
  • Kichan Nam
  • Chulmo KooEmail author
Conference paper


A WeChat mini program is an application that users can use without downloading and installing. After it was officially released in 2017, many travel enterprises have launched their own mini programs. This study applies affordance theory to investigate the role of WeChat mini programs in tourism activities through social network analysis using Rstudio. The authors searched for the topic “how do you perceive travel related WeChat mini program”, 200 comments were crawled and 180 comments were analysed after data cleaning. Results show that travel-related WeChat mini programs play a very important role in Chinese social network tourism activities. Moreover, the results suggest how the affordance theory has to be applied to the usage of WeChat mini programs.


WeChat mini program Affordance theory Social network analysis Rstudio 



This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2016S1A3A2925146).


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Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  • Ao Cheng
    • 1
  • Gang Ren
    • 2
  • Taeho Hong
    • 2
  • Kichan Nam
    • 3
  • Chulmo Koo
    • 1
    Email author
  1. 1.College of Hotel and Tourism ManagementKyung Hee UniversitySeoulSouth Korea
  2. 2.College of Business AdministrationPusan National UniversityBusanSouth Korea
  3. 3.Department of Marketing and Information Systems, School of Business AdministrationAmerican University of SharjahSharjahUnited Arab Emirates

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