본문 바로가기
KERD
논문KCI 등재

A Study on the Perception and Value Evaluation of Regional Tourism Brands Using Big Data

1

조회

0

다운로드

0

인용

0

참고문헌

키워드

주제분류경영학

초록

In this study, big data on text containing tourism brands were collected and analyzed targeting comments and web pages that were actually searched on various online media such as portals, SNS and YouTube using tourism brands as search terms. To this end, text mining analysis was performed on online big data for the Boryeong Mud Festival. Textom, a processing program for big data collection and analysis, was used as the analysis tool. In the analysis results, keywords related to the Boryeong Mud Festival shown in big data were mainly terms related to global and tourism products. Therefore, in the case of the Boryeong Mud Festival as a tourism brand, its value as an ecotourism and stay-type tourism brand was found to be very large in terms of experiential tourism resources. Matrix analysis shows that the Boryeong Mud Festival has high tourism brand value as an online festival, international forum and international marine city in Asia. In the results of the topic modelling analysis, topics related to the use of ecotourism resources such as air bounce, large mud bath and experience were extracted as keywords related to the event of the Boryeong Mud Festival. In addition, topics related to economic value as residence-type tourism resources were extracted in terms of foreigners' entry and stay. Topics related to the use of ecological tourism resources at the Boryeong Mud Festival were extracted as well. This shows that the Boryeong Mud Festival can generate profits through effective online marketing because the product value of the brand of ecotourism resources is very large. These results will provide an opportunity to understand the structure of the product value of tourism brands and users' perceptions of them through keyword analysis of text mining and to develop them as tourism resources using major topics.

Abstract

In this study, big data on text containing tourism brands were collected and analyzed targeting comments and web pages that were actually searched on various online media such as portals, SNS and YouTube using tourism brands as search terms. To this end, text mining analysis was performed on online big data for the Boryeong Mud Festival. Textom, a processing program for big data collection and analysis, was used as the analysis tool. In the analysis results, keywords related to the Boryeong Mud Festival shown in big data were mainly terms related to global and tourism products. Therefore, in the case of the Boryeong Mud Festival as a tourism brand, its value as an ecotourism and stay-type tourism brand was found to be very large in terms of experiential tourism resources. Matrix analysis shows that the Boryeong Mud Festival has high tourism brand value as an online festival, international forum and international marine city in Asia. In the results of the topic modelling analysis, topics related to the use of ecotourism resources such as air bounce, large mud bath and experience were extracted as keywords related to the event of the Boryeong Mud Festival. In addition, topics related to economic value as residence-type tourism resources were extracted in terms of foreigners' entry and stay. Topics related to the use of ecological tourism resources at the Boryeong Mud Festival were extracted as well. This shows that the Boryeong Mud Festival can generate profits through effective online marketing because the product value of the brand of ecotourism resources is very large. These results will provide an opportunity to understand the structure of the product value of tourism brands and users' perceptions of them through keyword analysis of text mining and to develop them as tourism resources using major topics.

참고문헌 (50)

  1. 백승헌, "코로나 19에 따른 프로야구 무관중 시청품질요인의 중요도, 만족도 분석", 한국엔터테인먼트산업학회논문지, 15(2), pp.123~135 (2021), 한국엔터테인먼트산업학회[DOI]
  2. Bang, J. I., "Analysis of Factors of Changes in the Distribution Environment of Agricultural Products Using Text Mining Techniques-Covid-19", Master, pp.2021
  3. Blei, D. M., "Probabilistic Topic Models", Communications of the ACM, 55(4), pp.77~84 (2012)
  4. Choi, J. S., "A Study on the Serviceization Plan of Sports Industry Using Big Data Analysis", Ph. D., pp.2021
  5. 최기태, "빅데이터를 활용한 캠핑 트렌드 분석 - 코로나19 이후 변화를 중심으로 -", 호텔리조트연구, 20(1), pp.279~294 (2021), 한국호텔리조트학회
  6. 최영현, "팬데믹 상황에서의 패션제품에 대한 소비자의 인식 변화 분석 - 코로나19 확산의 영향 -", 복식문화연구, 28(3), pp.285~298 (2020), 복식문화학회[DOI]
  7. 전주형, "지역축제에 나타난 관광적 특성과 영향", 이벤트컨벤션연구, 6(1), pp.63~79 (2010), 사단법인 한국비즈니스이벤트컨벤션학회
  8. Cohen, E., "Marginal paradises : Bungalow Tourism on the Islands of Southern Thailand", Annals of Tourism Research, 9(2), pp.189~228 (1982)
  9. Cohen, E., "Backpacker Enclaves Research: Achievements, Critique and Alternative Approaches", Tourism Recreation Research, 43(1), pp.105~116 (2018)
  10. Feldman, R., "Knowledge Discovery in Textual Databases(KDT)", KDD, 95, pp.112~117 (1995)
  11. 한학진, "제주올레 도보여행객의 가치추구에 관한 연구: 온라인(on-line)상의 질적 자료와 MEC이론을 적용하여", Tourism Research, (37), pp.1~22 (2012), 한국관광산업학회
  12. Honey, M., "Who Owns Paradise?" (1999), Island Press
  13. Hu, J. S., "Study of Web-based Consumer Evaluation Trends of Fashion Brands Using Big Data: Focusing on the Link Brand's Marketing Strategies", Master, pp.2018
  14. 지선진, "제도화 정도에 따른 관광객 유형별 속성과 영향", 관광학연구, 30(2), pp.263~380 (2006), 한국관광학회
  15. 조한나, "관광경험이 행동의도에 미치는 영향: 주관적 웰빙의 매개효과", 상품학연구, 38(4), pp.79~86 (2020), 한국상품학회[DOI]
  16. 정지은, "지역예술축제의 거버넌스 구조에 따른 서비스품질과 스토리텔링이 방문객 만족도에 미치는 영향: 브랜드 자산의 매개효과를 중심으로", 상품학연구, 38(2), pp.153~160 (2020), 한국상품학회[DOI]
  17. 강지원, "빅데이터를 활용한 식품 유통 플랫폼에 대한 소비자 인식 분석: 텍스트 마이닝과 의미연결망 분석을 중심으로", 호텔경영학연구, 30(2), pp.37~52 (2021), 한국호텔외식관광경영학회
  18. 김향자, "미래 한국 관광정책의 전망과 과제", 관광연구저널, 21(4), pp.337~350 (2007), 한국관광연구학회
  19. 김지흔, "생태관광매력속성이 관광이미지와 관광태도에 미치는 영향연구: 무등산국립공원 중심으로", 상품학연구, 37(6), pp.77~86 (2019), 한국상품학회[DOI]
  20. Kim, J. H., "A Study on Changes in Cultural Marketing in Korea Using Language Network Analysis: Focusing on Hyundai Motor Company's Cultural Marketing", Spring Conference in 2019, Korean Society of Art Cultural Management (2019)
  21. 김미성, "언어네트워크분석을 통한 지역특화컨벤션 육성 사업 비교 -대구와 부산 사례를 중심으로-", 관광학연구, 43(7), pp.183~200 (2019), 한국관광학회[DOI]
  22. 김균목, "우리나라 관광분야 사회적 기업의 가능성과 방향", 관광학연구, 36(1), pp.31~50 (2012), 한국관광학회
  23. 김사헌, "현대관광의 새로운 조류: 탈근대 관광, 신관광, 반관광의 시대의 도래인가?", 관광학연구, 30(1), pp.423~432 (2006), 한국관광학회
  24. 김소은, "비제도권 관광자의 특성: 근거이론을 통한 한국인의 관광경험", 관광레저연구, 26(2), pp.423~442 (2014), (사)한국관광레저학회
  25. Kim, S. W., "The New Trend of Jeju Trip, Living in Jeju for a Month", The Korea Herald newspaper, ~ (2016)
  26. 김태호, "빅데이터 분석을 활용한 체류형 울산관광 활성화 방안에 대한 제언", 산업혁신연구, 35(1), pp.47~76 (2019), 산업개발연구소[DOI]
  27. Kim, T. H., "Analysis of Consumer Perception Related to Professional Football Based on Social Media Big Data", Ph. D, pp.2020
  28. Kim, Y. S., "A Study of Design’s Role for Local Brand Development", Journal of Korea Design Forum, 14, pp.101~113 (2006)
  29. 고애란, "포스트 코로나 시대의 지속가능 패션 소비", 소비자학연구, 31(5), pp.1~17 (2020), 한국소비자학회[DOI]
  30. Korea Tourism Organization, "Ecotourism as The Next Generation of Tourism", Tourism Information, 2, pp.58~ (1992)
  31. 구영석, "빅데이터를 통한 소비자의 의복관리방식 트렌드 분석", 한국의류산업학회지, 22(5), pp.639~649 (2020), 한국의류산업학회
  32. Lee, C. H., "The Success Strategy of Local Brands", Interrobang, 45~ (2011)
  33. 이재문, "빅데이터 분석을 활용한 홈트레이닝 시장 전망 및 발전방안에 관한 연구", 한국체육학회지, 60(1), pp.189~202 (2021), 한국체육학회[DOI]
  34. 이지연, "SNS 빅데이터를 활용한 가방(Bag)에 대한 소비자 인식 분석", 브랜드디자인학연구, 18(1), pp.55~70 (2020), 사단법인 한국브랜드디자인학회[DOI]
  35. Lee, S. H., "A New-tro tourism trend and image recognition Study Using Social Big Data", Master, pp.2020
  36. 이운해, "소셜 빅데이터를 활용한 페이스북 이용자들의 반응과 관계 분석", 동아인문학, (41), pp.345~382 (2017), 동아인문학회
  37. Lepp, A., "Tourist Roles, Perceived Risk and International Tourism", Annals of Tourism Research, 30(3), pp.606~624 (2003)
  38. Lescure, J., "Le Peuplement en Reptiles et Amphibiens des Petites Antilles", Bulletin de la Société Zoologique de France, 112(3-4), pp.327~342 (1987)
  39. Loker-Murphy, L., "Young Budget Travelers : Backpackers in Australia", Annals of Tourism Research, 22(4), pp.819~843 (1995)
  40. Mieczkowski, Z., "Environmental Issues of Tourism and Recreation" (1995), University Press of America
  41. "Ecotourism Preserves the Environment and Revitalizes the Region at the Same Time" (2018)[URL]
  42. 오정심, "빅데이터 토픽모델링 및 네트워크 분석을 통한문화콘텐츠학 지식구조 연구", 문화정책논총, 34(2), pp.35~69 (2020), 한국문화관광연구원
  43. 박혜진, "뉴 노멀 시대의 빅 데이터 분석을 통한 화장품 트렌드에 대한 연구", 한국화장품미용학회지, 10(3), pp.465~480 (2020), 한국화장품미용학회
  44. 박경원, "빅데이터를 통한 내국인의 ‘한식’ 인식 연구: 텍스트마이닝과 의미연결망 중심으로", 한국융합학회논문지, 11(6), pp.145~151 (2020), 한국융합학회[DOI]
  45. 박상곤, "방한 외래관광객 체류기간의 결정요인 - 유한 혼합모형 분석을 중심으로 -", 관광학연구, 34(3), pp.261~282 (2010), 한국관광학회
  46. Strasdas, W., "Ecotourism Training Manual for Protected Area Managers" (2002), German Foundation for International Development
  47. Yoon, H. J., "An Analysis of Research Trends on Local Tour Studies: Using Text Mining Techniques", The 47th Spring Conference, Korea Academic Society of Tourism and Leisure (2017)
  48. 윤영일, "소셜미디어 빅데이터 분석을 통한 비즈니스호텔의 인식 연구", 경영교육연구, 32(3), pp.379~398 (2017), 한국경영교육학회[DOI]
  49. Yoon, S. J., "The Determinants of Ecological-Cultural Tourism: Tourism Motivation, Experience and Focusing on the Degree of Involvement", Journal of Product Research, 30(2), pp.51~64 (2012)
  50. Yuk, S. K., "Effect of Visitor Relationship Experience on Post-tourism Evaluation", Korean Tourism Industry Research Association, 78(3), pp.517~526 (2015)

관련 논문AI추천

이 간행물의 다른 논문 (21건)