Social Sciences (Dec 2022)
A New Trend of Tourism in the Post-COVID-19 Era: Big Data Analysis of Online Tours in Korea
Abstract
In this study, big data analysis on Korea’s “online tour”, which emerged as an alternative to satisfy tourism needs after COVID-19, was conducted. After extracting keywords through text mining for 24,073 posts from the top three most frequently visited social media platforms, Naver, Daum, and Google, to gather tour information in Korea, frequency analysis and TF-IDF analysis were run. In addition, network analyses, such as centrality and convergence of iteration correlation (CONCOR) analyses, were performed. The results showed: First, the sense of presence via local live streaming is crucial. It is vital to prepare a suitable video environment where tourists can immerse themselves in the tour. Second, the interaction between travel agencies, local guides, and tourists is important because it can expand tourists’ travel experiences. Third, the importance of online tour program content was revealed. It is necessary to increase the demand by designing various programs tailored to the audience. Fourth, new possibilities for local travel that had been neglected were uncovered. Fifth, the importance of online tourism production support was highlighted. The role of the government must be expanded to reinforce the digital capabilities of small- and medium-sized enterprises (SMEs) and to create jobs. Although the scope of this study is limited to Korea, it can definitely be used as a regional strategy.
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