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A Study on Awareness of Korea Tourism through Big Data Analysis
Journal of Tourism Sciences
Abbr :
JTS
2015, 39(10), pp.107-126
Publisher : The Tourism Sciences Society Of Korea
Research Area : Tourism
2015, 39(10), pp.107-126
Publisher : The Tourism Sciences Society Of Korea
Research Area : Tourism
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The objective of this study is to examine tourists’ awareness of tourism through SNS big data. For this, this study collected data containing ‘tourism/travel’ keywords from web pages, blogs and news on Naver, Daum and Google during one year from January 1 through December 31, 2014. Data were collected by using TEXTOM, a data collecting and processing program and from those data, degree centrality, closeness centrality, betweenness centrality and eigenvector centrality were analyzed by utilizing packaged NetDraw along with UCINET. As a result of the analysis, it was found that the web visibility of foreign and domestic tourist destinations was high. In addition, the result showed that the web visibility was also high for tourism types such as family trip, free-style trip, overseas trip and honeymoon; overnight tourism; and tour itinerary such as two nights and three days, three nights and four days. Except this, tourism safety, tourism week, Tour Doorae(tourism cooperative group) and Haemi-eup Fortress were included and social and environmental tourism characteristics in 2014 were identified. It is expected that this diagnosis on awareness of tourism according to changes in domestic tourism environment by using these social media will be a foundation of baseline data useful for establishing tourism marketing strategies.
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