해양관광 방문지 네트워크의 구조적 특성 분석 -수산물 구매자를 중심으로-

Abstract

This study aimed to analyze the structural characteristics of the network of visitors to marine tourist destinations by using the social network analysis method. Researchers referred to the data based on the Ministry of Culture, Sports and Tourism’s ‘2020 National Travel Survey.' The samples were limited to those who purchased seafood products while traveling for tourism. For the total of 612 samples, the structural characteristics of each group's travel to destinations were analyzed by dividing them into upper, middle, and lower groups based on the proportion of seafood purchases. The statistical tool used for the analysis was NetMiner 4.3. The results of this study and its implications are as follows. Visitors to the marine tourist destinations are concentrated mainly in the Busan region. Firstly, this study implies that the brand image of tourist destinations is still playing a significant role, beyond the expectation that travel destinations will be dispersed after COVID-19. Secondly, this study shows that the group that purchases a lot of seafood tends to visit places where visitors are active. This result indicates a stronghold where certain activities are concentrated within the region and that the area has a reputation among visitors. Lastly, the result of this study also shows that the group with high consumption potential in tourist destinations has a high visit rate, mainly in October. In conclusion, based on the above research, to enhance Marine Tourism to attract tourists, this analysis proves by creating promotions and marketing activities to strengthen tourism will entice tourists. This can be done by linking the unique region-specific attractions, and by leveraging taste tours in these regions that will entice tourists during the fall season to attract tourists, with the scenery and food that can be enjoyed during the fall season.