빅데이터 기법을 활용한 외식관광이동패턴 연구

Abstract

This study explored the movement patterns of tourists’ behavior concerning their food and beverage product choices, which differs from previous studies focusing on tourist movement patterns related to tourist products such as tourist attractions or accommodations. Navigation data of Jeju Island tourists visiting restaurants and cafes were analyzed through descriptive analysis, heatmap analysis, and social network analysis, which helped identify the movement patterns of tourists related to their food and beverage product choices. The heatmap analysis revealed that the movement patterns of tourists who visited restaurants were mostly centered around the urban areas of Jeju-si and Seogwipo-si, while the movement patterns of tourists who visited cafes were observed mostly in outlying areas such as along seasides or mountain areas. Additionally, the social network analysis revealed that the central nodes of restaurant networks were located near urban areas, while the central nodes of cafe networks were located further away from urban areas. This study can contribute to the theoretical understanding of differences in tourist movement patterns based on the purpose of the tourists’ visits. Furthermore, the study provides important insights for DMOs to efficiently operate and effectively develop and promote food and beverage products at destinations.