DOI QR코드

DOI QR Code

Foreign Tourists' Experience Structure Visiting Cultural Tourism Resources in Jeju using Co-occurrence Network Analysis: Focused on Online Review and Grade of Global OTA

Co-occurrence 네트워크 분석을 활용한 외국인 관광객의 제주 문화관광자원 경험구조: 글로벌 OTA의 온라인 리뷰 및 평점을 대상으로

  • Hee-Jeong Yun (Department of Tourism Administration, Kangwon National University)
  • 윤희정 (강원대학교 관광경영학과)
  • Received : 2024.02.29
  • Accepted : 2024.03.24
  • Published : 2024.03.31

Abstract

Purpose - This study conducts the co-occurrence analysis, one of the social network analysis using global OTA's online reviews and grades in order to understand the experience structure of foreign tourists visiting cutural tourism resources in Jeju, Korea. Design/methodology/approach - For this purpose, this study selects 6 cultural tourism resources in Jeju as the study sites, and collects qualitative review data (noun, adjectives, and verb) and quantitative grade data. Findings - The co-occurrence network analysis between words and grade of market and street shows that the grade of 5 appears the most simultaneous with pork, buy, lot, try, fresh, black, food, price, seafood, local, market, good, street, etc. and the grade of 1 connects with small, dish, better, taste, etc. And the co-occurrence network analysis between words and grade of tradition and folklore shows that the grade of 5 appears the most simultaneous with village, place, museum, visit, time, life, culture, women, diver, use, lot, etc. and the grade of 1 connects with minute, spend, room, recommend, honey, etc. Research implications or originality - The above research results are relevant in order to find out the core experience of foreign tourists using online review and grade generated by foreign tourists and use as the important information to develop the strategies related to the planning and management of cultural tourism resources.

Keywords

Acknowledgement

이 논문은 2023년도 한국은행(제주본부)의 재정지원을 받아 작성된 것임

References

  1. 김용학(2016), 사회연결망 분석, 박영출판사.
  2. 김홍범, 임영희(2019), "데이터 마이닝을 활용한 외국인 호텔 고객의 온라인 평점 분석에 관한 연구", 호텔경영학연구, 28(4), 159-176.
  3. 서선희(2017), "소셜미디어 UGC(User Generated Content) 기반 레스토랑 정보 제공자의 신뢰성과 정보 품질이 구전효과에 미치는 영향", 호텔경영학연구, 26(7), 335-350.
  4. 서호준(2019), "빅데이터 기반의 텍스트 네트워크 분석을 적용한 '무형문화유산' 분야 최신 이슈 도출", 무형유산, 6, 151-183. https://doi.org/10.23207/IHS.2021.6.2.006
  5. 신금미, 강영준(2019), "외국인 관광객 유치를 위한 제주 무사증제도 효과 분석 및 정책적 시사점", 중국지역연구, 6(1), 213-237.
  6. 윤희정(2023), "Co-occurrence 네트워크 분석을 활용한 외국인 관광객의 공원 및 정원 경험구조: 제주지역 6개 공원 및 정원의 온라인 리뷰를 대상으로", 한국경관학회지, 15(1), 74-90.
  7. 이성희, 손용훈(2018), "소셜미디어 데이터를 활용한 태안해안국립공원 방문객의 경관인식 파악: 꽃지해수욕장․신 두리해안사구․만리포해수욕장을 대상으로", 한국조경학회지, 46(5), 10-21. https://doi.org/10.9715/KILA.2018.46.5.010
  8. 이수상(2014), "언어네트워크 분석방법을 활용한 학술논문의 내용분석", 정보관리학회지, 31(4), 49-68. https://doi.org/10.3743/KOSIM.2014.31.4.049
  9. 이혜미(2019), "빅데이터 분석을 활용한 수원화성 관광현황 연구: 연도별 주요 키워드를 중심으로", 관광연구저널, 33(7), 103-115.
  10. 이현우(2019), "소소의 시적 원류와 공기관계의 이미지", 중국어문논총, 95, 215-242.
  11. 이현주(2017), "빅데이터를 활용한 경복궁 방문 경험 분석: Tripadvisor.com 온라인 리뷰의 활용",관광연구, 32(2), 297-318.
  12. 이희정, 서세진, 서용건(2017), "제주방문 외국인 단체관광객의 여행행태와 재방문의도에 영향을 미치는 요인에 대한 연구", 관광학연구, 41(2), 203-220.
  13. 임병호, 장정인, 김태한, 한하늘(2023), "토픽 모델링을 이용한 한국 무역규범 연구동향 분석: 2000년~2022년", 무역학회지, 48(1), 55-81.
  14. 주징, 윤현, 윤희정(2021), "빅데이터를 이용한 유산관광 연관단어 및 소셜네트워크 분석", 관광경영연구, 25(5), 155-173. https://doi.org/10.18604/tmro.2021.25.5.8
  15. 주징, 윤희정(2014), "소셜미디어의 도시 관광이미지 형용사 분석: 중국 서안을 대상으로", 무역연구, 10(5), 957-973. https://doi.org/10.16980/JITC.10.5.201410.957
  16. 주징, 윤희정(2023), "문화유산 관광지 UGC의 Co-occurrence 네트워크 분석: 시안의 5A 등급의 문화유산 관광지를 중심으로", 관광연구저널, 37(6), 53-69.
  17. 제주특별자치도관광협회(2024), 제주관광통계. 제주특별자치도. (http://www.visitjeju.or.kr)
  18. 제주특별자치도, 제주관광공사(2020), 2019 제주특별자치도 방문관광객 실태조사, 제주특별자치도.
  19. 한주형, 정남호(2017), "글로벌 마케팅 활성화를 위한 빅데이터 효용성 연구: 온라인 호텔 리뷰를 중심으로", 관광레저연구, 29(7), 233-252.
  20. Berezina, K., C. Cobanoglu, A. Bilgihan and F. Okumus (2016), "Understanding satisfied and dissatisfied hotel customers: Text mining of online hotel reviews", Journal of Hospitality Marketing & Management, 25(1), 1-24. https://doi.org/10.1080/19368623.2015.983631
  21. Choi, S., X. Y. Lehto and A. M. Morrison (2007), "Destination image representation on the web: Content analysis of Macau travel related web sites", Tourism Management, 28(1), 118-128. https://doi.org/10.1016/j.tourman.2006.03.002
  22. Falk, T. M. and E. Hagsten (2021), "Visitor flows to World Heritage Sites in the era of Instagram". Journal of Sustainable Tourism, 29(10), 1547-1564. https://doi.org/10.1080/09669582.2020.1858305
  23. Higuchi, K. (2016), "A two-step approach to quantitative content analysis: KH coder tutorial using Anne of Green Gables (Part I)", Ritsumeikan Social Science Review, 52, 77-91.
  24. Kroeger, P. (2005), Graduate Institute of Applied Linguistics, Dallas Cambridge University.
  25. Le Marc, M.,J. Courtial, E. Senkovska, P. Petard and Y. Py (1991), "The dynamics of research in the psychology of work from 1973 to 1987:From the study of companies to the study of professions", Scientometrics, 21(1), 69-86. https://doi.org/10.1007/BF02019183
  26. Lee, H., R. Law and J. Murphy (2011), "Helpful reviewers in Trip Advisor, an online travel community", Journal of Travel & Tourism Marketing, 28(7), 675-688. https://doi.org/10.1080/10548408.2011.611739
  27. Linnes, C., H. Itoga, J. Agrusa and J. Lema (2021), "Sustainable tourism empowered by social network analysis to gain a competitive edge at a historic site", Tourism and Hospitality, 2(4), 332-346. https://doi.org/10.3390/tourhosp2040022
  28. Liu, Y. and F. Hu (2017), "Big data for big insights: Investigating language-specific drivers of hotel satisfaction with 412,784 user-generated reviews", Tourism Management, 59, 554-563. https://doi.org/10.1016/j.tourman.2016.08.012
  29. Liu, X., M. Schuckert and R. Law (2015), "Can response management benefit hotels? Evidence from Hong Kong hotels", Journal of Travel & Tourism Marketing, 32(8), 1069-1080. https://doi.org/10.1080/10548408.2014.944253
  30. Liu, Y., F. Wang, C. Kang, Y. Gao and Y. Lu (2014), "Analyzing relatedness by toponym co-occurrences on web pages", Transactions in GIS, 18(1), 89-107. https://doi.org/10.1111/tgis.12023
  31. O'Connor, P. (2010), "Managing a hotel's image on Trip Advisor", Journal of Hospitality Marketing & Management, 19(7), 754-772. https://doi.org/10.1080/19368623.2010.508007
  32. Overell, S. and S. Rtiger (2008), "Using co-occurrence models for placename disambiguation", International Journal of Geographical Information Science, 22(3), 265-287. https://doi.org/10.1080/13658810701626236
  33. Qiu, Q. H. and M. Zhang (2021), "Using content analysis to probe the cognitive image of intangible cultural heritage tourism: An exploration of Chinese social media", Geo-Information, 10, 240.
  34. Wong, C. U. I. and S. Qi (2017), "Tracking the evolution of a destination's image by text-mining online reviews: The case of Macau", Tourism Management Perspectives, 23, 19-29. https://doi.org/10.1016/j.tmp.2017.03.009
  35. Xiang, Z., Z. Schwartz, Jr, J. H. Gerdes and M. Uysal (2015), "What can big data and text analytics tell us about hotel guest experience and satisfaction?", International Journal of Hospitality Management, 44, 120-130. https://doi.org/10.1016/j.ijhm.2014.10.013
  36. Xu, X. and Y. Li (2016), "The antecedents of customer satisfaction and dissatisfaction toward various types of hotels: A text mining approach", International Journal of Hospitality Management, 55, 57-59. https://doi.org/10.1016/j.ijhm.2016.03.003
  37. Zee, D, V., D. Bertocchi and K. Janusz (2016), "Using big data to discover how the maturity of a heritage destination influences the use and attractiveness of urban cultural landscape. A case study of Antwerp, Bolzano and Krakow", Proceedings of TCL 2016 Conference, Infotainment, 614-628.
  38. Zhang, P. and C. K. Law (2009), "A fitting formula for the falloff curves of unimolecular reactions", International Journal of Chemical Kinetics, 41(11), 727-734. https://doi.org/10.1002/kin.20451
  39. 트립어드바이저 www.tripadvisor.com