소셜미디어를 활용한 스포츠관광 인식 분석

Abstract

This study aimed to analyze the public perception of sports tourism in social media through semantic network analysis. To achieve this goal, Instagram, Twitter, and YouTube were selected as research subjects, and semantic network analysis between in sports tourism-related texts was conducted. To this end, a total of 2012 data was collected, and a total of 17,165 were collected from Twitter (409), Instagram (882), and YouTube (15874). We used the NetMiner program for data analysis, and specific analysis methods included Co-Word Analysis, Centrality Analysis, and analysis of Group Cohesiveness. The analyses offered the following results. First, the pairs of words that appeared simultaneously on sports tourism-related social media were leisure-sport, diving-Cebu, diving-travel, sports-travel. and instructor-freediving. Second, the key words that showed degree of centrality and betweeness centrality were sports, leisure, travel, free diving, and restaurants. Third, as a result of the cohesiveness group analysis, it was divided into five groups. The first cohesion group consisted of seven keywords, with luxury as the core keyword, and the second cohesion group consisted of five with Yongin as the core keyword. The third cohesion group consisted of 16 keywords, with the core keyword freediving, and the fourth cohesion group consisted of 18 keywords, with the core keywords diving and travel. The fifth and final group is composed of a total of 25 keywords, with ‘leisure’ and ‘sports’ as core keywords.