계절에 따른 관광공간 간 연관성 조사

Investigating the Association between Tourism Destinations Based on Seasonality: Applying Association Rule Analysis

Purpose - This research classified groups of tourists into spring, summer, and autumn categories based on seasonality. It then analyzed association rules to discover and compare the association between tourism destinations for each group. Design/Methodology/Approach - This research used raw data from the Seoul Tourism Survey in 2022, published by the Seoul Tourism Organization, and it conducted association rule analysis. Specifically, based on the Apriori algorithm, this research identified useful association rules using reliability indicators. Findings - This research disclosed that multi-attraction travel behavior differs according to seasonality (spring, summer, and fall). Specifically, in the spring, many association rules were derived compared to summer and autumn. It can be interpreted that the rules of association between tourism destinations have become more diverse because tourists that visit Seoul in the spring visit several tourism destinations compared to the other two seasons. In addition, Hongik University, located in Seoul, was identified as an anchor point regardless of seasonality. Research Implications - This research can provide objective evidence of the association between tourism destinations that manifests through multi-attraction travel of foreign tourists visiting Seoul. In addition, this research can help destination practitioners such as destination managers, marketers, and policymakers develop better management and marketing strategies.