Asia-Pacific Journal of Business (아태비즈니스연구)

KNU The Institute of Management & Economy Research (강원대학교 경영경제연구소)
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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
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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

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