서울을 방문한 외국인 개별자유여행객(FIT)의 다관광지 방문패턴: 데이터마이닝을 활용한 첫방문객과 재방문객 비교

초록

In the study of multi-destination travel patterns, the spatial associations of tourist sites may vary between tourist groups (i.e., first visitors vs. repeat visitors). In this study, FIT tourists' multi-destination travel patterns are explored using data mining methods. The purposes of this study is (1) to extract association rules of multi-destination travel patterns using inbound FIT tourists statistics in Korea, and (2) to compare the association rules between first visitors vs. repeat visitors. Association rule mining was ran on R3.6.3 program, and three parameters (i.e., support, confidence, and lift) were utilized. Results showed that there are 30 rules for the first visitor group whereas there are 9 rules for the repeat visitor groups. This implies that revisit tourists could be more focused and simple in their multi-destination travel patterns when visiting multiple tourist attractions in a city, compared to their counterparts. It is expected that this research will be used to develop tourist recommendation systems, provide tourist information efficiently, and establish a marketing strategy in conjunction with tourist associated destinations.

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