빅데이터 분석을 통한 코로나19 전후 관광지 선택 변화 : 속초시 관광지를 중심으로 = Change in Tourist Destination Choice Before and After COVID-19 Through Big Data Analysis : Focusing on Sokcho Tourist Attractions

다국어 초록 (Multilingual Abstract)

COVID-19 has caused unprecedented changes in our lives. In particular, it severely impacted the tourism industry. However, unlike other regions, Sokcho City benefitted greatly from the pandemic because of its location close to the metropolitan area, tourism infrastructure and the city’s low population density, which contributed to relatively lower confirmed cases of COVID-19. Under these circumstances, COVID-19-related research and numerous tourism-related studies using big data have been conducted. However, in-depth and complex studies verifying whether COVID-19 has caused a change in the selection of tourist destinations in the region have not been conducted. Therefore, this study aims to identify and analyze changes in tourist destination selection in Sokcho triggered by the outbreak of COVID-19 by using big data.
In this study, data collection and preprocessing were performed using TEXTOM, a big data analysis solution. Data uploaded to Naver blogs and cafes before (January 1, 2018–December 31, 2019) and after the COVID-19 outbreak (January 1, 2020–December 31, 2021) were selected for analysis. First, the keyword rankings were determined by collecting and refining the posts written during both periods based on the keyphrase “travel to Sokcho” and conducting a morphological analysis of them. In addition, the top 100 tourist destinations in Sokcho were similarly analyzed.
First, in the big data analysis on travel to Sokcho, the frequency of keywords was higher in the post-COVID-19 period compared to the pre-COVID-19 period. The detailed analysis of the top 100 keywords revealed that ten tourist destinations in Sokcho were included on the list before and after COVID-19, respectively. Before the pandemic, indoor tourist destinations were ranked at the top; however, in the post-COVID-19 period, those destinations were excluded from the ranking, and outdoor tourist attractions were instead newly included. This revision results from the restriction or avoidance of visits to densely populated indoor places.
Next, the results of the big data analysis of the tourist destinations in Sokcho are as follows: First, in the case of the Sokcho Tourism and Fisheries Market, food was consistently considered an important element regardless of the COVID-19 outbreak. Regarding Mt. Seorak, cafes were added as a new keyword in the post-COVID-19 period, and the type of tourists was analyzed as being familial. Furthermore, Sokcho Beach saw an increase in the frequency and rate of food-related trips post-COVID-19. In Abai Village, tourists’ interest in local food was prominent before and after COVID-19, while interest and demand for travel to other cities or counties decreased. For Young Gum Jung, it started to present numerous attractions at various times—from sunrise to night view—after the outbreak of COVID-19, leading to more tourist visits to see these attractions. In Daepo Port, the ratio of hotel-related keywords among the various types of accommodations increased after COVID-19. For Dongmyeong Port, several new keywords emerged in the post-COVID-19 era, resulting in high volatility. Lastly, Mt. Seorak Cable Car, like Mt. Seorak, was analyzed as popular among family tourists, and the keywords for cafes were newly added.
Finally, the characteristics of each tourist destination in Sokcho before and after COVID-19 were analyzed based on three categories: food, attractions, and activities. According to the findings, food was included in every tourist destination. Furthermore, in the case of keywords related to famous restaurants, the difference before and after COVID-19 was found to be insignificant. However, café-related keywords showed an upward trend after the outbreak of COVID-19. Moreover, food characteristics, such as special products, marine products, and local food, varied across tourist destinations. Regarding attractions, the keyword “sea” commonly appeared, even for inland tourist destinations where the sea is not visible. Furthermore, seasonal keywords, such as “autumn leaves” and “cherry blossoms,” emerged after the pandemic, suggesting that timeliness is crucial in conducting future publicity and marketing campaigns related to these keywords. Lastly, activities were less influential than food and attractions, showing no significant difference between before and after COVID-19.
This study used quantitative analysis to quantify and verify the changes before and after COVID-19 through big data. In addition, it holds significance because a qualitative analysis of the change in the selection of tourist destinations in Sokcho due to COVID-19 was also conducted. This study is intended for use as primary data for the development of future tourism marketing and policies in Sokcho City.

목차 (Table of Contents)

• Ⅰ 서론 1
• 1. 연구배경 및 목적 1
• 2. 연구대상 및 구성 3
• Ⅱ. 이론적 배경 5
• 1. 코로나19 5
• 2. 빅데이터 9
• Ⅲ. 연구설계 및 분석방법 16
• 1. 연구설계 16
• 2. 데이터 수집 및 전처리 17
• Ⅳ. 코로나19 전후 관광지 선택 변화 20
• 1. 속초여행 빅데이터 분석 20
• 2. 속초 관광지 빅데이터 분석 34
• 3. 속초 관광지 특성 66
• Ⅴ. 결론 71
• ABSTRACT 79