THE EFFECT OF POP CULTURE INVOLVEMENT ON DESTINATION IMAGE FORMATION AND ITS PERCEPTION : FOCUSED ON GLOBAL DIFFUSION PROCESS OF KOREAN WAVE

Haesung Whang,Ting Zhang,Sung Hwa Yong,Eunju Ko 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

All aspects of individual consumer as well as situational affecting on decisions are influenced by the social and cultural structure in which the consumer is embedded. Recently, there has been a growing worldwide phenomenon whereby tourists visit an attraction or destination as a result of that place being portrayed or represented in the popular cultural forms of the media that are not directly related with tourism promotion or marketing. A number of studies have suggested that such portrayals and features of mass media can act as powerful forces that stimulate tourism demand (Beeton, 2001). Representations and images of tourist destinations constructed by popular cultural forms of media such as films, television and literature play a significant role in influencing people’s holiday decision-making process (Iwashita, 2006). Where trade in images, expectations, dreams, and fantasies are made in tourism (Selwyn, 1996), those media representations and images of tourist destinations play a significant role in influencing people’s decision-making process. The tourism industry also is increasing appliance of images that are drawn from popular culture associated with places to promote tourist destinations and to distinguish themselves from each other. While these researches contribute to the understanding of the influence of pop culture on tourism phenomena, only few studies have investigated on the actual linkage between the pop culture and tourism perceptions/behaviors. The reason why pop culture involvement can be related to the actual intention to visit is due to the fandom created relating to the pop culture. The notion of fandom has been put forward in order to understand the link in between the pop culture and the mass audience in diverse realms (Couldry, 2007). Fandom in recent years have been understood to dismiss the negative view of pathological and the stem for alienating qualities of modern society, and accepted as a phenomena widely spread in post-industrial societies (Jenson, 1992). It is then when transitional moment takes place, in the head and heart of the fan or tourist, that the fascination begins which provides the motivation to visit the locations (Reijnders, 2011). With such cultural industries in modern society constantly produce countless contents that can be utilized as objects of fandom, resulting in actual visit to a place associated with a specific destination serving as an effective strategy for building popular cultural capital in modern society. It was therefore decided to investigate this phenomenon in more depth through empirical research to investigate how and to what extent popular cultural forms of the media (those not directly associated with tourism and destination marketing) have an effect on international tourism, and future, to identify what roles they play in influencing tourists from emerging market in terms of their travel destination image and their perception about places to visit within the chosen destination. The phenomenon in this study focuses on the Korean wave, so called Hallyu, as it is one of the pop culture phenomenon that has gained much recognition across not only within Asian countries but also recently in Western countries via pop songs, soap operas, movies, and other forms of mass media entertainment. In this study, diffusion model suggested by Rogers (1995) was used. The diffusion of Rogers’s innovation framework is proving flexible enough to conceptualize many kinds of social change, including change through processes of public dialogue and civic participation, change within organizations, as well as change through public agenda setting and media effects. Many studies have incorporated diffusion theory to explain such cultural phenomenon to gain more enrich result, however, no other studies have looked into the degree of diffusion stage in a macro level according to the regions. However, to obtain the overall view of the diffusion of such pop culture, it is needed to see the diffusion process proceeding globally as even the same fandom may differ in characteristics based on not only the diffusion stage but also its distinctive characteristics of social system. As a result, according to the diffusion stage of Hallyu, it is expected to differ in formation and perception on destination image. Previous studies identify destination image into cognition and affect which are two conceptually different, yet highly correlated components (Lee, 2008). The cognitive component leading to some internally accepted attributes, a more or less derived from factual information. On the other hand, the affective component relates to a diffusive feeling, which can become important when a decision to travel is actually considered (Russel, 1980). Such image constructed by tourists contains an individual or group perception of a particular place (Fakeye and Crompton 1991). It is expected that the image construction will vary according to the stage of the diffusion. This study incorporates diffusion theory to develop a better understanding of the diffusion process and the current situation of the Korean Wave globally to see whether such diffusion process varies according to region. Then, the effect of such difference in diffusion stages on the intention to visit the destination country was investigated. Thus, preliminary research was conducted first to see the Korean Wave phenomenon globally. In order to analyze the diffusion stage thoroughly, three regions of Asia, America, and Europe were selected. According to the diffusion degree of the Korean wave, seven representative countries were elected regarded to the regions. Along with literatures, in-depth interviews were conducted. The semi-structured form with an interview guide method was presented with reflexive interviewing techniques in order to ensure comprehensiveness (Athos & Gabarro, 1978). Then, a survey was conducted to examine the effect of pop culture involvement on formation and perception of destination image in China and Russia. Choice of countries is not only resulting from recognition as the potential future powerhouse in industry, but because it is the two countries take place as one of the highest increase in the number of tourists visiting Korea recently (KCTI, 2013). In addition, most importantly, China represents to be in the highest stage of diffusion of Korean pop culture, and Russia as one of the lowest. Additionally, the moderating effect of travel intention and travel behavior was preceded. From this, it aims to provide deeper understanding implications for targeting tourists. The hypotheses were tested with a data set developed from field survey using only online survey. Of the 265 samples collected, 8 were returned incomplete. An additional 18 samples were deleted for further analysis, as the answers were unusable. In total 239 samples – 120 and 119 samples from China and Russia respectively – were subjected for final analysis. The result in Study 1 revealed some commonalities and differences among regions. Overall, uniqueness was what made people first be interested. It was mostly pursued by young women yet those who are sometimes extremist. Thus, being open-minded to other cultures was found to be important when accepting other cultures. Moreover, it revealed that it impacts on national image to be more positive as it replaces the negative image related to war and North Korea. However, despite some commonalities, distinctive differences were disclosed among regions, especially between Asian countries and Western countries. In terms of Asia, it was found that cultural similarities have influenced the early acceptance of Korean pop culture. It has been spread since 1997, through television mostly with sensuous contents that were unique in other countries. The contents were mostly appealing to women as the characters shown in soap opera were different to others. This is very different to Europe of America where the diffusion starting in the mid 2000 through the Internet. Uniqueness captured consumers, yet in a different way from Asian countries. The easy going and entertaining aspect was the appealing factor, with word of mouth and human power was what influenced in introduction of Korean pop culture. In addition, those who were into Japanese culture were easily approached to Korean pop culture. The diffusion stage was considered to be less than 10%, with very young women interested with comparison with Asia where it was about 70%. Moreover, it was found that Asian consumers are interested in Korean brand products, such as cosmetics and clothing, and Western consumers are more interested in culture and food. Then, on the survey proceeded where China and Russia was chosen based on the preliminary qualitative research as a two different stage of diffusion according regions/countries, t-test provided evidence to support the claim that depending the diffusion stage of pop culture, the effect on formation and perception of destination image differs. A significant differences were obtained in pop culture involvement, destination image (cognitive and affective), and on visit intention. Based on the t-test statistics for Korean pop culture involvement (t = 8.491, p < .000), the cognitive image (t = -3.341, p < .001), the affective image (t = 2.050, p < .05), and visit intention (t = 2.072, p < .05) were significant. Thus, when highly involved in Korean pop culture, rather than cognitive image, consumers are more likely to be involved with affective image which relates to the actual visit intention. The results corroborated several hypothesized relationships, popular culture involvement in accordance to nation affect the destination image and perception. When more highly involved, more positively it relates to affective image and the visitation intention. The findings reported in this study have managerial implications. One is that as the relation differs according to the diffusion stage, spreading pop culture may not yield visible output instantly, yet as it relates to the actual visitation intention, international pop culture activities should be supported. Second, as shown from the diffusion process globally, distinctive characteristics of each culture should be considered more when spreading such sub-culture. Lastly, therefore, it can be suggested, that according to the countries, different approach should be made in order to induce tourist from other countries. However, this study focuses more on the macro level of the phenomenon. Therefore, future research is needed to provide more evidence on the micro level and more in-depth research. In addition, this study precedes empirical study only in China and Russia. Therefore, more diverse countries should be explored and compared.

국가이미지 및 관광지이미지의 인식차이 비교에 관한 연구 : 방한 외국인 관광객을 대상으로

임정우,이교은 대한관광경영학회 2012 觀光硏究 Vol.27 No.5

본 연구는 방한 외국인 관광객들을 대상으로 한국에 대해 가지고 있는 국가이미지와 관광지이미지, 각 이미지 사이의 관계 및 국가이미지가 관광지이미지에 미치는 영향 그리고 각 관광객 집단들이 인식하는 국가이미지와 관광지이미지의 차이를 알아보고자 하였다. 연구 결과에 따르면 첫째, 국가이미지는 총 3개(안정성, 환경, 복지)의 요인, 관광지이미지는 2개의 차원(인지적, 정서적)으로 각각 3개(관광자원, 비용, 편의시설), 2개(분위기, 매력성)의 요인이 도출되었다. 둘째, 복지(국가이미지)요인과 관광자원과 비용(관광지이미지) 이외의 국가이미지와 관광지이미지는 상호간에 서로 관련이 있음으로 나타났다. 셋째, 국가이미지가 관광지이미지에 미치는 영향을 분석한 결과, 복지요인은 관광자원과 비용요인()에 부(-)의 영향을, 매력성요인에는 통계적으로 유의한 영향을 미치지 않았지만 이를 제외한 모든 국가이미지 요인들은 p<.05 수준에서 관광지이미지 전체에 영향을 미치는 것으로 나타났다. 넷째, 방한 외국인 관광객을 지역별 군집(북미, 유럽, 아시아)으로 나누어 국가이미지와 관광지이미지의 차이 인식을 비교 분석한 결과, 관광지이미지 중 편의시설과 분위기를 제외한 나머지 요인들에서는 집단 간에 차이가 나타났다. 국가이미지의 안정성과 관광지이미지의 관광자원요인은 세 그룹 모두 차이를 인지하고 있는 것으로 나타났으며 국가이미지의 환경요인과 관광지이미지의 비용, 매력성요인은 유럽과 북미지역의 인식수준은 비슷하고 아시아지역보다는 높이 인식하고 있는 것으로 나타났다. 또한 국가이미지 중 복지요인은 유럽, 북미지역이 아시아지역보다 인식수준이 떨어지는 것으로 나타났다. This study aim to understand what foreign visitors have country image and destination image, relations of each image and impacts of country image to destination image and each tourist groups are aware of the appreciation of the difference between the country image and destination image about Korea. According to the results of this study, the first, the country image was drawn of total three factors(safety, environment, welfare) and destination image was drawn of three factors(tourist resource, cost, amenities) and two factors(atmosphere, attractiveness) by two dimensions(cognitive, emotional). The second, country image and destination image are mutually related(except welfare, tourist resources and the cost). The third, the country image and its impact on the destination images, and as a result, the welfare factor of country image appeared (-) affect on tourist resources and cost factors. Most of country image factors are significant affect of p<.05 level on overall destination image. The fourth, the study shows significant differences of image perception by regional groups.

음식관광지에 대한 위험지각과 방문의도의 관계에서 관광지 음식이미지의 매개효과에 관한 연구 : 원전사고 후 일본관광지를 중심으로

정지연,염선영,이애주 한국외식산업학회 2018 한국외식산업학회지 Vol.14 No.2

This study explores the effect of the Fukushima nuclear disaster on the travel intentioin and the destination food images. Destination food image has begun to influence tourist behaviour. Despite the formation ofdestination food image, perceived risk, relatively few studies indicate the effect perceived risk on the formation of destination food image, and the mediating role of destination food image. The purpose of this study is to ascertain the mediating effect that destination image has on the relationship between perceived risk and intention to visit Japan in a risky tourism destination focus on food tourism after Fukushima disaster. Using a sample of 363 tourists who were interested in overseas food tourism. Hierarchical multiple regression were used to perform the mediating role of destination image. This findings provide support for the entire hypothesis developed. The result of the relationship between variables, socio-psychological risk significantly influences on cognitive and affective destination food images. Additionally, socio-psychological and physical risk influence on intention to visit. As a mediating role of destination food image between perceived risk and intention to visit, destination food image significantly mediated the relationship between socio-psychological risk and intention to visit. Several marketing strategies concerning the management of risk perception and the appealing of the destination food image for risky destination.

地域이미지와 祝祭이미지의 相互 因果關係

문연희,채영석,조용상,최지호 한국관광학회 2009 관광학연구 Vol.33 No.7

This study examined the reciprocal relationship between destination image and festival image. In order to do this, four different structural equation models, which specify different relationships between destination image, festival image and destination loyalty, has been developed. Data were collected from 131 visitors from the 2008 Gwangju Biennale. The results support partial mediation models of destination image and festival image. This suggests that even though destination loyalty might be directly influenced by both destination image and festival image, it also could be mediated by both variables. Particularly, the mediating effect of destination image was more significant than that of festival image in explaining destination loyalty. A discussion of the key findings and directions for future research were provided.

관광목적지 개성이 이미지 및 충성도에 미치는 영향 -강남을 방문한 외래 관광객을 중심으로-

김우혁,김남조 한국관광학회 2016 관광학연구 Vol.40 No.2

This study examines the collective influence of destination personality on destination image creation and its impact on tourists’ loyalty. This research focuses on foreign tourists who visited the Korean metropolitan area of Gangnam which culminated in that destination’s developing acceptance as a landmark of Korea. The sample consisted of 339 destination tourists in Gangnam. To analyze the data, descriptive statistics, confirmatory factor analysis(CFA), structural equation modeling(SEM), and multivariate analysis of variance (MANOVA) methods were utilized. This study found that destination personality, excitement, and comfort had significant effects on cognitive image and affective image. It was also found that destination personality, excitement, particularity, and affective destination image had significant effects on destination loyalty. However, cognitive destination image did not have significant effects on destination loyalty. It was found that there are significant differences among groups in respect to destination personality based on sample characteristics. The results of this study will help enhance efficacy for government officials and destination marketing organization(DMOs) as they develop future marketing strategies. 본 연구의 목적은 관광목적지 개성이 이미지 및 충성도에 미치는 영향관계를 규명하였다. 이러한 목적을 달성하기 위해 코엑스 및 강남역 일대에서 강남을 방문한 외래 관광객 339명을 대상으로 빈도분석, 확인적 요인분석, 구조모형검증, 다변량 분산분석을 실시하였다. 가설검증 결과, 첫째, 관광목적지 개성 중 흥미성과 안락함이 인지적 이미지에 유의적인 영향을 미치는 것으로 나타났다. 둘째, 관광목적지 개성 중 흥미성과 안락함이 정서적 이미지에 유의적인 영향을 미치는 것으로 나타났다. 셋째, 관광목적지 개성 중 흥미성과 독특함이 충성도에 유의적인 영향을 미치는 것으로 나타났다. 넷째, 관광목적지 인지적 이미지는 충성도에 영향을 미치지 않는 것으로 나타났다. 다섯째, 관광목적지 정서적 이미지는 충성도에 유의한 영향을 미치는 것으로 나타났다. 여섯째, 표본의 특성에 따라 관광목적지 개성은 집단 간에 유의한 차이가 있는 것으로 나타났다. 이러한 연구결과는 관광목적지로서 강남이 향후 외래 관광객들에게 한국의 랜드 마크로 자리 매김하고, 차별화된 관광목적지 마케팅 전략을 수립하는데 유용한 정보로 활용되기를 기대한다.

지역주민의 관광지재생에 대한 인식이 관광지이미지 및 지역애착도에 미치는 영향: 관광지이미지의 매개효과를 중심으로

위주연,가정혜 관광경영학회 2020 관광경영연구 Vol.96 No.-

The purpose of this study was to examine the effects of residents’ perception of tourism destination regeneration on the tourism destination image and place attachment. In addition, this study proposed the mediating effect of tourism destination image on the relationship between residents’ perception of tourism destination regeneration and place attachment. The empirical analysis was analyzed using the SPSS WIN Ver. 22.0 statistical package program after the questionnaire was collected, and the survey was conducted to 250 residents in Joenju-si, Jeollabuk-do from October 27 to October 28 in 2018 and 213 questionnaires were used for empirical analysis. The results are as follows. First, the effect of residents’ perception of tourism destination regeneration on the tourism destination image was partially adopted, and the residents seemed to emphasize particularly the perception of environmental factor in creating the positive tourism destination image. Second, the effect of residents’ perception of tourism regeneration on the place attachment was partially adopted, and the residents’ perception of economic regeneration seemed to be the most important factor affecting the place attachment. Third, the tourism destination image mediated the relationship between residents’ perception of tourism destination regeneration and place attachment. In conclusion, it is important to create the positive tourism destination image and place attachment by promoting the economic and environmental tourism destination regeneration performance to the residents.

컨벤션 목적지 마케팅믹스가 목적지 이미지와 충성도에 미치는 영향

황정(Hwang, Jung),윤영혜(Yoon, Yeong Hye),윤유식(Yoon, Yoo Shik),송래헌(Song, Rae Heon) 한국전시산업융합연구원 2015 한국과학예술융합학회 Vol.19 No.-

본 연구는 컨벤션 목적지 마케팅 믹스가 목적지 이미지 및 충성도에 미치는 영향관계에 관한 연구로서 국내 컨벤션 목적지의 경쟁우위의 확보를 위한 개선방안 및 향후 효율적 마케팅 활용방안에 대한 시사점을 제시하고자 한다. 이에 따라 컨벤션목적지인 서울 코엑스, 경기 킨텍스의 컨벤션행사 참가자를 대상으로 컨벤션 목적지 마케팅 믹스, 목적지 이미지 그리고 충성도와의 관계에 대해 집중 분석하였다. 또한 컨벤션 목적지 마케팅믹스 전략이 어떻게 목적지 이미지에 영향을 미치는지 알아보고, 가장 적합한 모델을 찾아보고자 한다. 이를 통해 컨벤션 목적지가 참가자 방문충성도를 만족시킬 수 있는 마케팅믹스 요인을 인식하고 그에 따라 마케팅 믹스 전략을 수립하는 방안을 제시하고자 한다. This study is about the marketing mix of convention destination, aims to examine convention destination image and loyalty. In order to study the marketing mix more scientifically, this paper select those indexes which can promote the destination image but also can guide the access loyalty of exhibition participants. In addition , in order to understand the influence of marketing mix of convention destination which includes products, place, price, promotion, people ,on destination image and loyalty, this research analyses the beneficial effect among variables. Based on previous research , the marketing mix of convention destination export products, place, price, promotion, people , convention image exports Cognitive images and Emotional images. The results show that, assuming that the beneficial effect of convention marketing mix on cognitive images was established partly, the beneficial effect of convention marketing mix on emotional images was established partly, the beneficial effect of marketing mix of convention destination on loyalty was established partly, the beneficial effect of cognitive images of convention destination on loyalty was established, he beneficial effect of emotional images of convention destination on loyalty was established. Based on the results of the study, a comprehensive strategic management on arketing mix of convention destination, played a profound impact on forming the image of the participants and enlivening the convention destination.

The Importance of Branding on Tourism Destination Image

Marzieh Khanmohammadi 세계문화관광학회 2010 Conference Proceedings Vol.11 No.0

The tourism industry generates many jobs which in they turn generate revenue for the destinations. But in order to take part of this revenue, destinations must first attract the tourists. This is done with destination branding and destination imaging which means that the image and the brand of a destination are playing a significant role. As more tourism destinations emerge and competition for visitors becomes more intense, a destination‘s ability to project itself on the world stage and differentiate itself from others is ever more important. As tourism destinations become more substitutable due to increasing competition in global tourism markets, destination personality and positive image which is seen as an important factor for building destination brands and crafting a unique identity for tourism places. The study aims to discuss the following objectives: ? Reviewing the literature of branding destinations and related concepts; ? The advantages of branding the city as a destination as a means of promoting the city‘s features and benefits by giving an example of successful destinations in branding management process. ? The elements of brand identity and branding destination management. ? The role of destination image on tourism industry and tourists behaviour; ? The importance of creating branding in distorted destination like Iran for removing and changing the negative image of visitors; The result of the study shows that the real competition between tourism destinations based on intangible tourism services such as providing tourists expectation, security ,satisfaction and positive image which happens by branding the destination image as a safe and hospitable location. Besides, branding is at the very heart of marketing strategy, and so the purpose of all destination marketing activity must be to enhance the value of the brand. Therefore, brandig with long time marketing process is essential for enhancing destination image among visitors and assists DMOs in measuring achievements. So branding strategies finalized to growth the competitive of the tourist destinations image.

An Examination of the Mediating Effect of Affective Destination Image in the Relation between Cognitive Destination Image and Skiers' Satisfaction with a Ski Resort

Han Jin-Wook(한진욱),Chung Tae-Wook(정태욱),Kim Do Kyun(김도균) 한국스포츠산업경영학회 2007 한국스포츠산업경영학회지 Vol.12 No.3

이 연구의 목적은 이론적으로 제시되었던 인지적 관광지 이미지와 관광지에 대한 만족도 사이의 관계에 대한 정서적 관광지 이미지의 매개 효과를 알아보기 위해 수행되었다. 이 연구의 자료는 한국 대학 스키 연맹에 소속 된 회원 중 대학 스키 연맹 스키 대회에 참가한 440명을 편의표집방법을 통해 수집되었다. 각 측정 도구는 사전 연구에서 사용되었던 설문지를 직접 수용, 또는 수정하였다. 회수된 자료는 SPSS 13.0과 AMOS 6.0을 이용해 분석되었다. 연구 결과에 의하면, 부분적 매개 모델이 자료에 가장 적합한 모델로 나타났다. 인지적 관광지 이미지는 정서적 관광지 이미지와 정적 (+)인 관계로, 인지적 관광지 이미지는 만족도와 정적 (+)인 관계로, 그리고 정서적 관광지 이미지는 만족도와 정적 (+)인 관계로 나타났다. 따라서 마케팅 측면에서 스키 리조트 마케터들은 인지적 관광지 이미지는 스키어들의 스키리조트 만족도에 직접적으로 영향을 미칠 뿐만 아니라, 감정적 관광지 이미지를 통해 간접적으로 영향을 미치는 것을 이해해야 할 것이다. The purpose of this study was to empirically test the mediating effect of affective destination image in the relation between cognitive destination image and skiers' satisfaction with a ski resort, conceptually suggested by Baloglu and McCleary (1999). Data for this study were conveniently collected from collegiate club skiers (n=440) who participated in an annual ski racing competition at a particular ski resort. Measures for each construct were employed and modified from previous studies. SPSS statistical computer package 13.0 and AMOS 6.0 were used for data analysis. Based on the results of the SEM with a nested model strategy, a partially mediated model was selected as the best fitting model and the results were as follows: (1) cognitive destination image had a significant impact on satisfaction. (2) cognitive destination image significantly affect affective destination image. and (3) satisfaction was significantly influenced by affective destination image. From a marketing perspective, ski resort marketers should understand that cognitive destination image has a direct effect on skiers' satisfaction with a ski resort as well as an indirect effect through affective destination image.

빅데이터 기반의 사회연결망 분석을 이용한 관광지 이미지 인식에 관한 연구

한지연,김홍범 한국관광학회 2017 관광학연구 Vol.41 No.8

This study aims to extract meaningful information through a social network analysis based on Big data in order to investigate if a tourist’s awareness of destination image favorably affects competitiveness of tourist destination. A web crawler was employed to gather online review data from 117 destinations and tourism products in Seoul, Korea using Tripadvisor. This web crawler is representative of the online travel community used throughout global tourism industry. Specifically, 23 image factors and 200 components composing two aspects of cognitive and affective images were derived using a system of text mining analysis. This study tried to identify and enhance destination competitiveness by investigating a tourist’s awareness in terms of their destination image. This was measured using indicators of network analysis that were degree centrality, closeness centrality, between centrality and eigenvector centrality. The following results were found: First) 7 image components help to create a positive image of tourist awareness in terms of destination image. Second) 14 image components feel psychologically close to tourists in terms of destination image. Third) 8 image components favorable influence and enhance the competitiveness of destination. Fourth) 11 image components have a greater impact greater than the others when tourists have a perceived destination image. Implications and suggestions are presented along with the findings of the study, which will contribute to the theoretical framework by suggesting a new perspective for measuring destination image based on Big data. 본 연구는 관광지의 경쟁력 제고에 긍정적인 영향을 미치는 관광지 이미지의 인식을 조사하기 위해 빅데이터 기반의 사회연결망 분석을 통하여 유의미한 정보를 추출하는데 그 목적이 있다. 연구목적 달성을 위해 온라인 여행 커뮤니티인 트립어드바이저로부터 서울의 117개의 관광지 및 관광상품에 해당하는 최근 5년간(2012년 1월부터 2016년 12월 31일까지) 작성된 리뷰를 분석단위로 활용하였다. 특히, 관광지 이미지를 인지적·정서적 차원으로 접근하여 텍스트 마이닝을 수행함으로써 23개의 구성개념과 200개의 이미지 요인을 도출하였다. 도출된 요인을 바탕으로 사회연결망 분석인 중심성 분석을 수행하여 관광지의 경쟁력 제고에 필요한 이미지 요인을 규명하였다. 분석결과, 관광지에 대한 긍정적 이미지 창출에 도움이 되는 구성개념은 7개, 관광지 이미지에 대하여 여행객이 심리적으로 가깝게 느끼는 구성개념은 14개, 관광지의 경쟁력 제고에 긍정적인 역할을 하는 이미지 구성개념은 8개, 여행객이 관광지 이미지를 인식하는데 있어 파급력이 높은 구성개념은 11개로 나타났다. 이러한 관광지 이미지의 세부적인 인식조사는 실현가능한 마케팅 전략 수집에 기초자료가 될 뿐만 아니라 관광분야의 빅데이터 분석에 대한 체계와 이론적 토대를 제공한 점에서 시사점을 가진다.