소셜미디어의 도시 관광이미지 형용사 분석

Boosting Urban Tourism using Image Adjectives in Social Media Focused on Xi an, China

This study attempts to analyze the tourism images of an urban area using online information in social media and determine how such analysis can be used in strategizing the urban tourism industry. For these purposes, this study adopts contents analysis and a semantic differential scale using image adjectives focused on Xi an city, one of the famous urban tourism destinations in China. The results of this study show that the keywords related to tourism images in Xi an can be classified by major destination and facilities including infrastructure and convenience of facilities. About 52.5% of 1,130 adjectives used in the contents related to Xi an in social media was physically perceptive, and 65.1% was positive. This study suggests that the policy makers, planners and developers, and managers of urban tourism should adopt the appropriate on-offline marketing strategies in order to enhance the positive city images and cut back on negative images. Further researches about how to develop and apply the more detailed marketing strategies using adjectives contents in social media on urban tourism are also needed.