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http://dx.doi.org/10.17661/jkiiect.2021.14.3.193

Big Data Analysis of Social Media on Gangwon-do Tourism  

JIN, TIANCHENG (Department of Regional Economics, Kangwon National University)
Jeong, Eun-Hee (Department of Regional Economics, Kangwon National University)
Publication Information
The Journal of Korea Institute of Information, Electronics, and Communication Technology / v.14, no.3, 2021 , pp. 193-200 More about this Journal
Abstract
Recently, posts and opinions on tourist attractions are actively shared on social media. These social big data provide meaningful information to identify objective images of tourist destinations recognized by consumers. Therefore, an in-depth understanding of the tourist image is possible by analyzing these big data on tourism. The study is to analyze destination images in Gangwon-do using big data from social media. It is wanted to understand destination images in Gangwon-do using semantic network analysis and then provided suggestions on how to enhance image to secure differentiated competitiveness as a destination for tourists. According to the frequency analysis results, as tourism in Gangwon-do, Sokcho, Gangneung, and Yangyang were mentioned at a high level in that order, and the purpose of travel was restaurant tour, gourmet food, family trip, vacation, and experience. In particular, it was found that they preferred day trips, weekends, and experiences. Four suggestions were made based on the results. First, it is necessary to develop various types of hotels, accommodation facilities and experience-oriented tour packages. Second, it is necessary to develop a day-to-day travel package that utilizes proximity to the Seoul metropolitan area. Third, it is necessary to promote traditional restaurants and local food. Finally, it is necessary to develop tourist package suitable for healing and family travel. Through this research, the destination image of Gangwon-do was identified and a tourism marketing strategy was presented to improve competitiveness. It also provided a theoretical basis for the use of the big data of tourism consumers in the field of tourism business.
Keywords
Big data; Semantic network analysis; Social media; Text mining; Tour awareness;
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