해양관광자원의 검색어 지수와 노출량 간의 관계 -여수해양관광을 중심으로-

Abstract

To understand the influence relationship between online tourism search words and exposure volume of marine tourism, in this study, five marine tourism experts were formed, and they derived 10 items of search words for Yeosu marine tourism resources using Strategy Canvas analysis and ERRC action framework method. This study used Naver Datalab(datalab.naver.com) for the search word index and used Keyword Manager 2.0 for the exposure volume of search words. The collection period was set for one month from October 4(Friday) to November 3(Sunday), 2019, to secure mutual unity. A simple regression analysis was performed using SPSS 21.0 to analyze the relationship between the search word index and the search word exposure volume. To look at the results, for one month, the search words were high on weekends(Friday and Saturday), reflecting the characteristics of the trip destination on Friday and Saturday, and the exposure volume on the PC was highest in Yeosu trip, and that of Dolsan Bridge was the lowest. On the Mobile, Odongdo was found to be the highest and Dolsan Bridge was the lowest. The hypothesis was adopted because the effect of the search word index on the exposure was found to be statistically significant, and therefore, the index of the search words and the exposure volume of the search words were found to be correlated and mutually influenced. On the basis of this, this study suggested a promotion strategy of marine tourism city.