• Journal of Korea Society of Digital Industry and Information Management
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• v.7 no.2
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• pp.185-203
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• 2011

In recent years, blogs have become important resources for information sharing; and tourism blogs are providing a new way of sharing tour experiences. Blogs are becoming very popular amongst web users to share their life experiences with other web users around the world. Specifically the goals of this research are; (1) to suggest theory framework of acceptance and user satisfaction about toruism blogs based on TAM, (2) to examine relationships between exogenous variables and (3) to suggest effectiveness of tourism blogs in a marketing perspective. The research model and hypotheses were developed based on the theories of technology acceptance model. Questionnaire was used to collect data. The analysis of this study is designed as individual level to examine the causal relationship among variables. The the reliability and validity of data was tested by explanatory factor analysis, Cronbach's alpha coefficient, confirmatory factor analysis, and correlation analysis. Also, the structural equation model(SEM) analysis was performed to test the usefulness of the model. The analysis results revealed that interaction, entertainment, system quality and information quality are major influential variables on the perceived usefulness of tourism blog. Also, entertainment and system quality are influential variables on the perceived ease of use of tourism blog.

• Journal of Korean Society of Rural Planning
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• v.27 no.3
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• pp.103-116
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• 2021

In this study, the characteristics of rural tourism image perceived by urban residents were analyzed through text analysis of blog data. In order to examine the images related to rural tourism, blog data written with the keyword "Gochang-gun travel" was used. LDA topic analysis, one of the text mining techniques, was used for the analysis. In the tourism image of Gochang-gun, 9 topics were derived, and 112 major places appeared. This was divided into 3 main activities and 5 object spaces through the review of keywords and the original text of blog data. As a result of the analysis, the traditional main resources of the region, Seonun mountain, Seonun temple, and Gochang-eup fortress, formed topic. On the other hand, world heritage such as dolmen and Ungok wetland did not appear as topic. In particular, the farms operated by the private sector form individual topics, and the theme farm can be seen as an important resource for tourism in Gochang-gun. Also, through the distribution of place keywords, it was possible to understand the characteristics of travel by region and the usage behavior of visitors. In the case of Gochang-gun, there was a phenomenon in which visitors were biased by region. This seems to be the result of Gochang-gun seeking to vitalize local tourism focusing on natural, ecological, and scenic resources. It is necessary to establish a plan for balanced regional development and develop other types of tourism resources. This study is different in that it identified the types and characteristics of rural tourism images in the region perceived by visitors, and the status of tourism at the regional level.

• Journal of Intelligence and Information Systems
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• v.24 no.1
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• pp.53-74
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• 2018

Since South Korea has an economic structure that has a characteristic which market-dependent on overseas, the tourism industry is considered as a very important industry for the national economy, such as improving the country's balance of payments or providing income and employment increases. Accordingly, the necessity of more accurate forecasting on the demand in the tourism industry has been raised to promote its industry. In the related research, economic variables such as exchange rate and income have been used as variables influencing tourism demand. As information technology has been widely used, some researchers have also analyzed the effect of media on tourism demand. It has shown that the media has a considerable influence on traveler's decision making, such as choosing an outbound destination. Furthermore, with the recent availability of online information searches to obtain the latest information and two-way communication in social media, it is possible to obtain up-to-date information on travel more quickly than before. The information in online media such as blogs can naturally create the Word-of-Mouth effect by sharing useful information, which is called eWOM. Like all other service industries, the tourism industry is characterized by difficulty in evaluating its values before it is experienced directly. And furthermore, most of the travelers tend to search for more information in advance from various sources to reduce the perceived risk to the destination, so they can also be influenced by online media such as online news. In this study, we suggested that the number of online media posting, which causes the effects of Word-of-Mouth, may have an effect on the number of outbound travelers. We divided online media into public media and private media according to their characteristics and selected online news as public media and blog as private media, one of the most popular social media in tourist information. Based on the previous studies about the eWOM effects on online news and blog, we analyzed a relationship between the volume of eWOM and the outbound tourism demand through the panel model. To this end, we collected data on the number of national outbound travelers from 2007 to 2015 provided by the Korea Tourism Organization. According to statistics, the highest number of outbound tourism demand in Korea are China, Japan, Thailand, Hong Kong and the Philippines, which are selected as a dependent variable in this study. In order to measure the volume of eWOM, we collected online news and blog postings for the same period as the number of outbound travelers in Naver, which is the largest portal site in South Korea. In this study, a panel model was established to analyze the effect of online media on the demand of Korean outbound travelers and to identify that there was a significant difference in the influence of online media by each time and countries. The results of this study can be summarized as follows. First, the impact of the online news and blog eWOM on the number of outbound travelers was significant. We found that the number of online news and blog posting have an influence on the number of outbound travelers, especially the experimental result suggests that both the month that includes the departure date and the three months before the departure were found to have an effect. It is shown that online news and blog are online media that have a significant influence on outbound tourism demand. Next, we found that the increased volume of eWOM in online news has a negative effect on departure, while the increase in a blog has a positive effect. The result with the country-specific models would be the same. This paper shows that online media can be used as a new variable in tourism demand by examining the influence of the eWOM effect of the online media. Also, we found that both social media and news media have an important role in predicting and managing the Korean tourism demand and that the influence of those two media appears different depending on the country.

• The Journal of Fisheries Business Administration
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• v.41 no.2
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• pp.81-106
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• 2010

This study examines the information exploration characteristic and relative importance evaluation of island tourism web site. The survey items are developed based on the related studies and also implemented particular way so-called 'semi-online' that including both web based material and offline tutorial. The first objective of this study is verifying the characteristics of information exploration on island tourism of university students. The second is examining the peculiar properties of tourism information that exposed one's individual importance evaluation. The result of this study shows that most of the students have no difficulty in using the internet and exploring the island tourism information. And there is no significant difference in using and exploring the internet between male and female students. Based on the result of this study, most popular type of island tourism information is picture type. Personal blog or user created contents(UCC) that containing the other's experience of island tourism is mostly wanted contents. But there is a significant difference in importance of contents within the students. The community based information which including UCC, blog, and other community user's posting is evaluated the most important information for relatively less experienced students. On the other hand more experienced students have a preference on expertise information which created by tourism experts. The difference within the determinant factors that affecting island tourism also significant. With analysis of variance(ANOVA) on determinant factors, the tourism activity and social/culture resource are less important than others(eg. natural environment, accommodation and so on). The result of this study would be practically used for implementing the local government's effective tourism web site and enhancing the current island tourism operation. And also it gives a advantage to facilitate the island tourism for young generations.

• Journal of Korean Society of Rural Planning
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• v.27 no.4
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• pp.43-54
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• 2021

This study analysed changes in rural tourism between before and after COVID-19 using LDA topic analysis. In order to understand the changes in rural tourism, blog data including the keyword 'Gochang-gun travel' was used. As a result of LDA topic analysis with blog data retrieved, the study found nine topics in 2019 and 2020. 2019 and 2020 are, generally, consistent in topics, but the three topics related to rural experiential tourism that appeared in 2019 did not appear in 2020. In 2020, three new topics emerged: Beach vacations and campings. New travel activities of noncontact with other people(Untact tourism in Korean context) in the COVID-19 era, and The negative impacts on travel businesses and behaviours from COVID-19. Especially, the adverse effects of COVID-19 have made an enormous decline in rural experience tourism destinations and cancellation of local festivals. On the other hand, new tourism activities have emerged due to COVID-19. Those activities have included camping, drive-thru destinations, and cycling. Ecological and natural tourist sites such as Ungok Wetland, Seonunsan Mountain, Seonunsa Temple, and Gusipo Beach appeared. These tourist destinations have a quiet atmosphere and less density place noncontacting with other people when visiting. Also, because overseas travel has become difficult, long-term stay travel in rural areas has appeared. This study indicates that COVID-19 has less impacted rural tourism than other tourism destinations with these positive and negative impacts.

• SUVANNABHUMI
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• v.15 no.2
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• pp.91-129
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• 2023

This paper reports the findings of a multimodal study conducted on 10 travel blog posts about Vietnam by seven British professional travel bloggers. The study takes a sociolinguistic view to tourism by seeing travel blogs as a source for linguistic and other semiotic materials while considering language as situated practice for the social construction of fundamental categories such as "human," "society," and "nation." It borrows concepts from Halliday's Systemic Functional Linguistics for interpersonal metafunction to develop an analytical framework to study how the co-occurrence of text and still images in these travel blog posts formulated the portrayal of Vietnam as a tourism destination and indicated the main sociolinguistic features of the blogs. The analysis of appreciation values and interactive qualities encoded in evaluative adjectives and still images show that Vietnam is generally portrayed as a country of identity and diversity. It provides tourists with positive experiences in terms of places of interest, food and local lifestyles and is cost-competitive. Strangerhood and authenticity are two outstanding sociolinguistic features exhibited in these travel blog posts. The findings of this study also underline the co-contribution of the linguistic sign, in this case evaluative adjectives, and the visual sign, in this case still images, as interpersonal meaning-making resources. To portray Vietnam, still images served as integral elements to evidence the credibility of verbal narrations. To unveil sociolinguistic characteristics of travel blogs, still images supported the linguistic realizations of authenticity and strangerhood on the posts, and in some case delivered an even stronger message than words. Not only does the study present a source of feedback from international travelers to tourism practice in Vietnam, but it also provides insights into multimodal analysis of tourism discourse which remains an under-researched area in Vietnam.

• Journal of Digital Convergence
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• v.14 no.4
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• pp.193-200
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• 2016

This study is focused on analyzing the tourism social media channel importance of Trytoursumer. On the basis of previous studies, the factors were divided into tourism communication, tourism cooperation, tourism contents sharing, tourism entertainment. As a result of the empirical analysis using AHP, Analytic Hierarchy Process, tourism communication relatively appeared as the most important factor. And order showed that the high importance of such tourism content sharing, tourism entertainment, tourism cooperation. Also, there was the highest priority of social networking in the area of tourism communication among 14 types of total evaluation factors regarding priority, followed by social news in the area of tourism cooperation, and micro-blog in the area of tourism communication. Analysis result, may contribute to the increase of social media channels effectiveness and strategy of application in social media channel of Trytoursumer.

• Asia-Pacific Journal of Business
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• v.12 no.2
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• pp.161-174
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• 2021

Purpose - The purpose of this study was to examine the recent popular consumption trend, the hocance phenomenon, using social media big data. The study intended to present practical directions and marketing measures for the recovery and growth of the hotel industry after COVID-19 pandemic. Design/methodology/approach - Big data analysis has been used in various fields, and in this study, it was used to understand the hocance phenomenon. For three years from January 1, 2018 to December 31, 2020, we collected text data including the keyword 'hocance' from the blog and cafe of NAVER and Daum. TEXTOM and UCINET 6 were used to collect and analyze the data. Findings - According to the results of analysis, the words such as 'hocance', 'hotel', 'Seoul', 'travel', 'swimming pool', 'Incheon', 'breakfast', 'child' and 'friend' were identified with high frequency. The results of CONCOR analysis showed similar results in all three years. It has been confirmed that 'swimming pool', 'breakfast', 'child' and 'friend' are important when deciding on the hocance package. Research implications or Originality - The study was differentiated in that it used social media big data instead of traditional research methods. Furthermore, it reflected social phenomena as a consumption trend so there was practical value in establishing marketing strategies for the tourism and hotel industry.

• Journal of Korean Society of Rural Planning
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• v.30 no.2
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• pp.13-24
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• 2024

This study conducts an analysis of social media big data pertaining to island tourism resources, aiming to discern the diverse forms and categories of island tourism favored by consumers, ascertain predominant resources, and facilitate objective decision-making grounded in scientific methodologies. To achieve this objective, an examination of blog posts published on Naver from 2022 to 2023 was undertaken, utilizing keywords such as 'Island tourism', 'Island travel', and 'Island backpacking' as focal points for analysis. Text mining techniques were applied to sift through the data. Among the resources identified, the port emerged as a significant asset, serving as a pivotal conduit linking the island and mainland and holding substantial importance as a focal point and resource for tourist access to the island. Furthermore, an analysis of the disparity between existing island tourism resources and those acknowledged by tourists who actively engage with and appreciate island destinations led to the identification of 186 newly emerging resources. These nascent resources predominantly clustered within five regions: Incheon Metropolitan City, Tongyeong/Geoje City, Jeju Island, Ulleung-gun, and Shinan-gun. A scrutiny of these resources, categorized according to the tourism resource classification system, revealed a notable presence of new resources, chiefly in the domains of 'rural landscape', 'tourist resort/training facility', 'transportation facility', and 'natural resource'. Notably, many of these emerging resources were previously overlooked in official management targets or resource inventories pertaining to existing island tourism resources. Noteworthy examples include ports, beaches, and mountains, which, despite constituting a substantial proportion of the newly identified tourist resources, were not accorded prominence in spatial information datasets. This study holds significance in its ability to unearth novel tourism resources recognized by island tourism consumers through a gap analysis approach that juxtaposes the existing status of island tourism resource data with techniques utilizing social media big data. Furthermore, the methodology delineated in this research offers a valuable framework for domestic local governments to gauge local tourism demand and embark on initiatives for tourism development or regional revitalization.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.22 no.9
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• pp.1179-1184
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• 2018

Korean travel agencies that have been utilizing the Internet passively feel threatened as global online travel agencies are quickly permeating the Korean travel market. Under these circumstances, this study conducted a focused analysis on how ICT affects the business environment of travel agencies. Based on the analyzed data, it also presents coping strategies for the Korean travel agencies. First, it is imperative to accelerate platform development to counteract the distribution structure of global tourism products. Second, it is essential that travel agencies actively utilize big data, the new paradigm of technology where data are generated at high speed, high volume, and for numerous purposes. Third, it is necessary to actively utilize a travel blog marketing strategy. As a communication tool for travel agencies, the continuing development of the Internet highlights the usefulness of marketing activities using blogs. Finally, it is essential to provide each customer more specialized travel consultancy.