A Co-occurrence Network Analysis of Foreign Tourists’ Destination Experience: Focused on Online Reviews and Rating of Insa-dong, South Korea

초록

Purpose - This study conducts the co-occurrence analysis, one of the social network analysis using UGC (user generated content), in order to understand the foreign tourists’ destination experience. Design/methodology/approach - For this purpose, this study selects Insa-dong as the study sites, and collects 3,512 qualitative text data and quantitative rating data of global OTA. Findings - The result of frequency analysis of noun shows that the experience objects of foreign tourists within a Insa-dong were mainly concentrated in the geographical and the spatial structure, the composition of street and so on, and the frequency result of adjectives shows that the experience images and cognitions of foreign tourists are maily related to Korean tradition and culture, the quantity and size of the space, and foreign tourists’ evaluation and feeling. The result of co-occurrence network diagram of nouns or adjectives and rating shows that the streets and shopping, Korean tradition are strongly connected with the five points with the highest rating. On the other hand, lower scores are strongly related to souvenirs, goods, antiques, products, experience, couple, and night life. Research implications or Originality - These results will be able to contribute to planning and management strategies for international tourism and establishing future development directions by utilizing the tourism experience data of foreign tourists.

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