빅데이터를 이용한 관광지 야시장 방문 결정요인 분석

다국어 초록 (Multilingual Abstract)

The purpose of this study was to identify the determinants and visiting factors of tourists visiting night markets in tourism destinations by utilizing big data analysis and to suggest implications for the revitalization of tourism destinations. To achieve this objective, a three-stage research procedure was conducted based on night market-related data collected from online platforms. The study employed the Textom program to perform word cloud analysis, CONCOR (CONvergence of Iterated CORrelations) analysis, and ego-network analysis in order to visualize and analyze the relationships among major keywords. Data were collected over a one-year period from March 24, 2023, to March 24, 2024, and online data accumulated during this period were used for analysis. The findings of the study are as follows. First, tourists tended to perceive night markets not merely as commercial spaces but as integrated tourism contents combining food, shopping, cultural experiences, and tourism activities. Second, modern tourists showed a strong tendency to pursue comprehensive experiences involving local atmosphere, emotional experiences, food experiences, and nightscape attractions, indicating that night markets function as experiential tourism spaces. Third, the results suggest that domestic night markets need to benchmark the openness, diverse food culture, and nighttime cultural contents of Southeast Asian night markets such as those in Phu Quoc and Dal Lat, Vietnam. Therefore, domestic night markets should be developed as experiential tourism contents reflecting regional characteristics and cultural uniqueness. In addition, they should be strategically linked with nighttime tourism policies to enhance tourists’ length of stay and contribute to regional economic revitalization.

목차 (Table of Contents)

• ABSTRACT
• 1. 서론
• 2. 이론적 배경
• 3. 연구방법
• 4. 연구결과
• 5. 결론 및 시사점
• REFERENCES