외국인 관광객의 제주 당일 여행상품 관광경험구조: OTA의 온라인 리뷰와 Co-occurrence 네트워크 분석을 활용하여

Foreign Tourists’ Tourism Experience Structure Participating One-day Tour Package in Jeju: Using Online Reviews of OTA and Co-occurrence Network Analysis

Purpose - The purpose of this study is to analyze the tourism experience structure of foreign tourists participating one-day tour package in Jeju, South Korea, using global OTA’s online reviews and the co-occurrence network analysis. Design/methodology/approach - This study selects 8 one-day tour package more than 50 online reviews in Trip advisor, and collects online review text data (noun, adjectives, and verb), quantitative grade data and tourist types. Findings - When foreign tourists visiting Jeju experience one-day tour package, it was found that they gave very positive evaluations regarding the service and kindness of drivers or commentators, the appropriateness of travel schedules, and the usefulness of commentary information on Jeju’s culture and nature. By tourist type, the solo tourists emphasized cognitive experience, the family type emphasized social experience, and the friends type emphasized sensory experience including visual experience. Research implications or originality - The results of this study are significant in that it find out the key experience objects, experience images and experience behaviors of foreign tourists participating one-day tour package and use as the important information to develop a differentiated marketing strategies related to the improvement of service quality of inbound tourism.