A Study on the Promotion of Rural Tourism to Overcome the Local Extinction Crisis: Focusing on Visitors' Perception of Rural Tourism Trends Using Text Mining

(Purpose) The purpose of this study is to examine visitor perceptions of rural tourism trends through text mining, semantic network analysis, and CONCOR analysis, focusing on identifying core themes and structural dynamics within rural tourism. (Design/methodology/approach) This study employed frequency analysis, semantic network analysis, and CONCOR analysis over a two-year period (October 2022 to September 2024) using 40 key keywords to explore visitor engagement themes, categorizing rural tourism into four main dimensions: experiential programs, community engagement, agricultural economy, and infrastructure and policy support. (Findings) The analysis revealed that ‘experience’ is the central theme in rural tourism, highlighting the importance of unique, place-based experiential programs, with the four identified dimensions—experiential programs, community engagement, agricultural economy, and policy-supported infrastructure—jointly contributing to sustainable rural tourism and underscoring the need for tailored experiences, active community involvement, and robust policy support for long-term growth. (Research implications or Originality) This study underscores the value of quantitative text mining in revealing structured relationships within rural tourism, offering practical insights into the need for integrated approaches to rural tourism, such as experiential programs and community-driven engagement. The findings provide a foundational framework for policymakers aiming to enhance rural tourism sustainability through data-driven strategies.