A Study on the Sensitivity Analysis of Smart Tourism Using Social Media Big Data

A Study on the Sensitivity Analysis of Smart Tourism Using Social Media Big Data

The smart tourism industry leverages smartphones and SNS, playing a key role in customers' purchasing decision-making behavior through its relationship with ICT. This study aims to analyze the overall sentiment of tourists regarding smart tourism by examining big data from social media. Data was collected using the keyword "smart tourism" from social media platforms such as Naver, Google, and Daum over the past year, from May 1, 2023, to May 1, 2024. Based on a total of 86,250 analyzed data points, sentiment analysis was conducted by calculating the probabilities of words and text data belonging to each class (positive or negative) and classifying them into sentiments with the highest probabilities. This study categorizes and identifies overall sentiments toward smart tourism as positive, negative, or neutral. It is significant in that it analyzes consumer perceptions of smart tourism to propose improvement measures for providing better services to consumers utilizing smart tourism.