특수목적 관광(SIT) 이슈 빅 데이터 분석 : 목적지 없는 관광 상품을 중심으로

Abstract

The COVID-19 pandemic has changed much about our lifestyles, including forms of tourism; for instance, broad COVID-19 vaccine dissemination is allowing for a return to our daily lives, but overseas travel from Korea is impossible. People’s desire to go abroad again has led to the emergence of air travel products for special interest tourism (SIT), and the focus of this study was one type of SIT that emerged after COVID-19: flights without destinations. The present study’s authors used Textom to analyze big data on such flights and used Ucinet to conduct centrality and CONCOR analysis of social network data. Data were collected for the 12 months beginning October 28, 2020, when SIT products emerged, and the study results are as follows. First, 106 key words were analyzed from the collected data, and the most frequent were destination , landing-free, travel, tourism, duty-free, and airline. Common issues of interest were tourism flights and travel packages including flights without destinations, corona, overseas travel, and international flights without departure. Second, SIT analysis findings were visualized using word clouds and ego networks. Third, the centrality analysis of SIT issues identified flight , destination , landing-free, travel, product, duty-free, and airline as key words in degree, eigenvector, closeness, and betweenness centrality. Fourth, six clusters emerged from the CONCOR analysis: 1) landing-free tourism flight product, 2) trend purpose, 3) recovery of daily life, 4) event experience, 5) around the Korean Peninsula, and 6) consumption alternative. Theoretical and practical implications of the findings are discussed.