빅데이터를 활용한 전남 동부권 관광활성화 연구

A Study on Tourism Vitalization in the Eastern Region of Jeollanam-do using Big Data

The purpose of this study is to find ways to vitalize tourism in the eastern region of Jeollanam-do by analyzing tourism big data of Korea Tourism DATA Lab to revitalize tourism after COVID-19. Based on big data(mobile communication KT, navigation, and credit card) , we compared and analyzed visitor inflow, lodging visitor ratio, stay time, activity, and consumption between Yeosu, Suncheon, Gwangyang, and Goheung. As a result of the analysis, As for the influx of visitors by age, Yeosu and Suncheon were in their 30s and younger, Gwangyang in their 30s and 50s, and Goheung in their 50s and older. In the case of lodging visitors, Yeosu and Goheung had relatively higher rates than Suncheon and Gwangyang, and the ratio of no-night stays was low. The residence time was shorter in Yeosu and Suncheon compared to Gwangyang and Goheung. The type of tourism activity, Suncheon was via type, while Yeosu, Gwangyang, and Goheung were experiential types. In volumes of navigation search keyword, Yeosu showed relatively high results compared to other regions. Food was the number one search keyword, but nature tourism was the number one search keyword in Goheung. Looking at the top 10 search destinations in each region, except for Yeosu, 2-3 search destinations(Jorye Lake Park, Golf Zone, Starbucks, etc.) of other regions were difficult to see as tourist destinations for outsiders. As a result of this study, the vitalization plan required the establishment of a cultural tourism support center in the Jeonnam eastern region, the positioning of tourism and the creation of differentiated values, and the development and investment of tourism products that reflect changes in future trends.