소셜빅데이터 분석을 통한 경주 마이스(MICE)산업에 대한 탐색적 연구
A Study on Gyeongju MICE Industry Through Social Big Data Analysis
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This study explores the current status and perception of Gyeongju’s MICE industry through social big data analysis. A total of 1,777 cases were collected from major online portals and social media channels (Naver, Daum, Google, Facebook) between August 2022 and July 2025. Text mining, frequency analysis, centrality analysis, and CONCOR analysis were conducted using Textom to identify key keywords and their structural networks. The results show that “MICE,” “Gyeongju,” “tourism,” “convention,” “industry,” “meeting,” and “APEC” were the most frequent terms, with “MICE” and “Gyeongju” functioning as core nodes linking tourism, convention, and industry. CONCOR analysis revealed four clusters: (1) Global MICE Hub, (2) Corporate–Infrastructure–Education Cluster, (3) International City MICE Industry Cluster, and (4) Support–Operation Cluster. These findings indicate Gyeongju’s strong potential to emerge as a global MICE destination, particularly with the upcoming APEC 2025 Summit. Academically, this study contributes by applying social big data methodologies to MICE research, while practically highlighting the need for strategic branding, infrastructure enhancement, and AI-driven marketing to ensure sustainable development.
Abstract
This study explores the current status and perception of Gyeongju’s MICE industry through social big data analysis. A total of 1,777 cases were collected from major online portals and social media channels (Naver, Daum, Google, Facebook) between August 2022 and July 2025. Text mining, frequency analysis, centrality analysis, and CONCOR analysis were conducted using Textom to identify key keywords and their structural networks. The results show that “MICE,” “Gyeongju,” “tourism,” “convention,” “industry,” “meeting,” and “APEC” were the most frequent terms, with “MICE” and “Gyeongju” functioning as core nodes linking tourism, convention, and industry. CONCOR analysis revealed four clusters: (1) Global MICE Hub, (2) Corporate–Infrastructure–Education Cluster, (3) International City MICE Industry Cluster, and (4) Support–Operation Cluster. These findings indicate Gyeongju’s strong potential to emerge as a global MICE destination, particularly with the upcoming APEC 2025 Summit. Academically, this study contributes by applying social big data methodologies to MICE research, while practically highlighting the need for strategic branding, infrastructure enhancement, and AI-driven marketing to ensure sustainable development.