다차원 순위 모델 기반의 관광후기 분석

Abstract

With the development of ICT, the continuous spread of smart phones, and the increase of SNS users, a large amount of data is being generated in real time, and the kind and quantity thereof is rapidly. In particular, Review Data through smartphones and SNS are important big data that can be used to derive the actual consumption, purchase pattern, and preference. Although the research is proceeding with the use of Review Big Data in the tourism society, the research of Jeju tourism is mainly composed of the questionnaires based on the questionnaire and there is a limited amount of data to analyze the perception of tourists visiting Jeju, because it is a lack of data and structured format. In addition, various data mining techniques for analyzing Review Data have been studied, but it focused on efficiency-oriented technology improvement, and research on analytical models to derive more effective and valuable information by fusing existing technologies is limited. In this study, we propose a multidimensional ranking model that is applicable not only to Review data but also to analyze other types of data. The multidimensional ranking model enables ranking of the evaluation subject and the domain in various perspectives so that meaningful information can be derived. The multidimensional ranking model is of value in that it is a generalized model that can be applied to ranking data as well as Review data as well as other types of big data. In particular, this study analyed a 4,037 Jeju tourist Review data from 185 tourist sites that posted on Trip Advisor from 2015 to 2016 based on the multidimensional ranking model. We conducted a multidimensional ranking analysis of the rankings of tourist attractions, key keyword rankings, seasons, and years with high level of interest and favorability. As a result of the analysis, it received attention by tourists in the order of Seongsan ilchulbong, O'sulloc tea museum and Udo Island and be liked in the order of Hallasan National Park, Hamdeok Beach and Udo Island. The key keyword analysis of Jeju tourism has been used to refer to many keywords related to tourists and natural sightseeing places accompanied with children, and it has been analyzed that key words indicating the identity of each sightseeing spot are mainly mentioned through analysis of key keyword frequency by sightseeing spot. Through the keyword association analysis, the result of the analysis that leads to the analysis of the key keyword frequency of the previous tourist spots, and also, it was analyzed that tourists use coupons more frequently in order to receive discounts. Based on the results of the analysis, it was possible to derive the interest, liking, and perception of the tourist in the tourist attraction.