Abstract
The purpose of study was to provide the basic information for the placeness of Daegu as the MICE destination through social media big data analysis. The results are as follows. Firstly, it was identified that EXCO, exhibition and convention showed a high frequency. Second, as the result of centrality and network analysis, it was identified that Daegu, Convention and EXCO played a key role in MICE Daegu. Third, in the physical factor of the placeness, EXCO, Suseong Hotel, MH Culture Wedding, Airport, Daegu Shinsegae Department Store and EXCO Line were confirmed. Fourth, convention, exhibition, performance, concert, festival, tourism and Daegu Convention Bureau were confirmed as the active factors. Fifth, activity, safety, cooperation, future and development were confirmed for the psychological factor. Sixth, by the result of CONCOR analysis, it was confirmed that MICE Daegu location attributes, domestic MICE issues, Daegu MICE marketing and Daegu Christmas concert were major clusters.
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