Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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An Exploratory Study on the Semantic Network Analysis of Food Tourism through the Big Data

빅데이터를 활용한 음식관광관련 의미연결망 분석의 탐색적 적용

  • Kim, Hak-Seon (School of Hospitality & Tourism Management, Kyungsung University)
  • 김학선 (경성대학교 호텔관광외식경영학과)
  • Received : 2017.06.12
  • Accepted : 2017.06.27
  • Published : 2017.06.30
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Abstract

The purpose of this study was to explore awareness of food tourism using big data analysis. For this, this study collected data containing 'food tourism' keywords from google web search, google news, and google scholar during one year from January 1 to December 31, 2016. Data were collected by using SCTM (Smart Crawling & Text Mining), a data collecting and processing program. From those data, degree centrality and eigenvector centrality were analyzed by utilizing packaged NetDraw along with UCINET 6. The result showed that the web visibility of 'core service' and 'social marketing' was high. In addition, the web visibility was also high for destination, such as rural, place, ireland and heritage; 'socioeconomic circumstance' related words, such as economy, region, public, policy, and industry. Convergence of iterated correlations showed 4 clustered named 'core service', 'social marketing', 'destinations' and 'social environment'. It is expected that this diagnosis on food tourism according to changes in international business environment by using these web information will be a foundation of baseline data useful for establishing food tourism marketing strategies.

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References

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