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http://dx.doi.org/10.7856/kjcls.2016.27.S.665

Study of the Activation Plan for Rural Tourism of the Jeollabuk-do Using Big Data Analysis  

Park, Ro Un (Dept. of Integrated Bio-Resource Science, General Graduate School of Jeonju University)
Lee, Ki Hoon (Dept. of Business Administration, Jeonju University)
Publication Information
The Korean Journal of Community Living Science / v.27, no.spc, 2016 , pp. 665-679 More about this Journal
Abstract
This study examined the main factors for activating rural tourism of Jeollabuk-do using big data analysis. The tourism big data was gathered from public open data sources and social network services (SNS), and the analysis tools, 'Opinion Mining', 'Text Mining', and 'Social Network Analysis(SNA)' were used. The opinion mining and text mining analysis identified the key local contents of the 14 areas of Jeollabuk-do and the evaluations of customers on rural tourism. Social network analysis detected the relationships between their contents and determined the importance of the contents. The results of this research showed that each location in Jeollabuk-do had their specific contents attracting visitors and the number of contents affected the scale of tourists. In addition, the number of visitors might be large when their tourism contents were strongly correlated with the other contents. Hence, strong connections among their contents are a point to activate rural tourism. Social network analysis divided the contents into several clusters and derived the eigenvector centralities of the content nodes implying the importance of them in the network. Tourism was active when the nodes at high value of the eigenvector centrality were distributed evenly in every cluster; however the results were contrary when the nodes were located in a few clusters. This study suggests an action plan to extend rural tourism that develop valuable contents and connect the content clusters properly.
Keywords
rural tourism; big data; Jeollabuk-do;
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Times Cited By KSCI : 5  (Citation Analysis)
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