빅데이터를 활용한 관광지매력도 척도개발 -정성적 접근과 정량적 접근을 통하여-
Development of tourist attraction scale through big data-Approach qualitative and quantitative-
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This study derived measurement items by identifying the composition dimension of tourist attraction perceived by tourists and its sub-factors using the accumulated online big data. In the scale development process, in order to establish the concept of tourist attraction and develop measurement items, the first item pool was created after text mining the degree of awareness of various tourists reviewed on various web related to tourist destinations. Second, based on variables related to the attributes of tourist attraction that previous studies have argued, and literature studies, a secondary item pool of tourist attraction was created. After that, the final item pool was completed through the first item pool extracted after text mining and the second item pool extracted from literature research. Third, a preliminary survey was conducted after creating a questionnaire item as the final item pool derived earlier using the final item pool (Item Pool), which combines the first and second item pools. After modifying the vocabulary of 5 questions in the preliminary survey, the measurement items were derived by performing a qualitative method such as focus group discussions, participatory observation, and expert opinion survey. Fourth, a survey was conducted through the derived measurement items of tourist attraction, and statistical methods of exploratory factor analysis and confirmatory factor analysis were conducted to identify the dimensional composition of tourist attraction and its sub-factors.
Abstract
This study derived measurement items by identifying the composition dimension of tourist attraction perceived by tourists and its sub-factors using the accumulated online big data. In the scale development process, in order to establish the concept of tourist attraction and develop measurement items, the first item pool was created after text mining the degree of awareness of various tourists reviewed on various web related to tourist destinations. Second, based on variables related to the attributes of tourist attraction that previous studies have argued, and literature studies, a secondary item pool of tourist attraction was created. After that, the final item pool was completed through the first item pool extracted after text mining and the second item pool extracted from literature research. Third, a preliminary survey was conducted after creating a questionnaire item as the final item pool derived earlier using the final item pool (Item Pool), which combines the first and second item pools. After modifying the vocabulary of 5 questions in the preliminary survey, the measurement items were derived by performing a qualitative method such as focus group discussions, participatory observation, and expert opinion survey. Fourth, a survey was conducted through the derived measurement items of tourist attraction, and statistical methods of exploratory factor analysis and confirmatory factor analysis were conducted to identify the dimensional composition of tourist attraction and its sub-factors.
참고문헌 (45)
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