The Effect of Keywords of Internet Search Engines on the Demand of Chinese Inbound Tourists: An Application of the Baidu Index Data

Na Hee Park; Kim, Hong-bumm

doi:10.17086/JTS.2016.40.3.159.174

The focus of this study is to verify the effect relationship of a web search engine’s query data with Chinese tourist’s demand and to examine the behavior of Chinese tourists who have recently been the most significant increasing group visiting South Korea. A Collection of search query data from the Baidu Index related ‘Korea’ and ‘Korean Tourism’ then took 7 key-words through the filtering process to establish an independent variable. The data was collected from the 1st of January, 2011 to 31st of December, 2014 bimonthly as Chinese tourist demand data for the dependent variable. We proposed a multiple linear regression model to verify the effect relationship with 7 key-words and Chinese tourist demand. With respect to long-term stability, the variables used the unit root test, correlation test and Granger causality test before regression analysis. The result showed that the key-words related to ‘Korea’ and ‘Korean Tourism’ have effected Chinese tourists’ demand. The results of the analysis proved an effect relationship between a web search engine’s query data and Chinese tourists’ demand. The implication of the study is that it is possible to use integrated analysis to predict tourist demand using quantitative data and real-time search engine data.

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REFERENCES (31)
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* 2021년 이후 발행 논문의 참고문헌은 현재 구축 중입니다.

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