빅데이터 분석을 통한 중국 관광객의 한국 관광인식 및 유형 분석 - 서울·제주를 중심으로 -

국문 초록 (Abstract)

중국 관광객의 서울과 제주도 관광인식을 알아보기 위해, 인식 특성에 따른 항목 추출, 두 지역을 분석하여 도출 키워드의 관계를 탐구함으로 관광 전략 시사점 도출을 목적으로 하였다. 빅 데이터 분석 프로그램 텍스톰의 중국어 버전을 활용하여 '서울여행', '제주도여행' 키워드를 중국 대표 포털사이트 바이두, 웨이보의 데이터를 수집하여, 빈도분석, TF-IDF분석, N-gram, 인식 항목별 분석 방법을 실시하였다. TF–IDF·N-gram 분석결과 '서울여행'은 역사문화 키워드가 연계되었으며, '제주도여행'은 유흥 및 여행 키워드가 연계되어 지역별 관심도 및 중요행태 차이가 있음을 알 수 있다. 주요 방문지는 서울은 역사문화 관광지 키워드가 도출되었으나, 제주도는 자연경관 키워드가 도출되었다. 주요활동은 서울 전통체험 키워드 도출, 제주도는 소비행태 키워드가 도출되었다. 본 연구는 빅데이터를 활용하여 인식 변화를 빠르게 파악 할 수 있으 며, 중국 관광객의 인식 및 행태의 관계성과 인식 항목별 키워드를 분석함으로써 효과적인 중국 관광객 유치에 대한 기초 데이터로서 의미가 있다.

다국어 초록 (Multilingual Abstract)

The main proposal of this research is to derive the implications of establishing tourism strategy by analyzing the two regions and exploring the relationship between keywords by analyzing the items according to the recognition characteristics, in order to find out the tourist awareness of Seoul and Jeju Island of Chinese tourists. Using the Chinese version of the big data analysis program Textome, the research method collected two keywords, 'Seoul trip' and 'Jeju Island trip,' from the representative Chinese portal sites Baidu and Weibo, and conducted analysis by frequency analysis, TF-IDF analysis, N-gram and recognition item. According to the analysis of TF-IDF and N-gram, "Soul Trip" was linked with keywords on historical culture such as cultural experiences and traditional food, while "Jeju Island Trip" was linked with keywords on entertainment and travel, indicating differences in interest and important behavior among Chinese tourists in each region. The main destination of the visit was Seoul's keyword on historical, cultural and tourist sites, but Jeju Island was given a keyword to appreciate the natural scenery. Finally, the main activities were based on the keywords for activities related to traditional experiences in Seoul, while Jeju Island came up with the keywords on consumption behavior. This study is meaningful as the basic data on attracting effective Chinese tourists by using big data to quickly grasp the change of perception online, and by analyzing the relationship and keywords by the recognition and behavior of Chinese tourists.

목차 (Table of Contents)

• ABSTRACT
• 국문초록
• 1. 서론
• 2. 이론적 고찰
• 2.1 중국 관광객 인식 분석 연구동향
• 3. 연구방법
• 3.1 연구의 수행절차
• 3.2 연구대상 선정
• 3.3 분석방법
• 4. 결과 및 고찰
• 4.1 데이터 수집 결과
• 4.2 키워드 빈도분석
• 4.3 TF-IDF 및 N-gram분석
• 4.4 관광인식 분석
• 5. 결론
• References

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