데이터마이닝 기법을 활용한 관광목적지 이미지와 온라인 관광정보의 지각된 유용성과의 관계분석

Abstract

This study seeks to analyze the relationship of tourism destination images and perceived usefulness of potential tourists in English reviews published on TripAdvisor, a post-travel reviews website belonging to online tourism information. The research method utilizes R programs, an open-source statistical software, to apply text mining techniques to quantify unstructured text data. First, a total of 25,016 reviews from 20 Seoul tourism destinations of TripAdvisor were collected with data mining techniques to extract the words, and a simple regression analysis was conducted with each extracted word. To test the hypothesis, a negative binary regression was conducted. The results of this study are as follows. First, it was confirmed that the tourism destination images affect perceived usefulness. Second, we were able to see the relationship among the tourism destination images. Finally, based on the results of these empirical analyses, we present academic and practical implications.