ABSTRACT Employing text mining and the Kano model, this study aimed to delineate and categorize the components of the coastal and marine tourism servicescape. The research utilized text mining technology to analyze 132,545 Korean language text entries from the Naver platform, identifying 80 key terms associated with the coastal and marine tourism servicescape. A network of these terms was then constructed, segmented into three clusters reflecting the servicescape dimensions: “ambient conditions”, “spatial layout and functionality”, and “signs, symbols, and artifacts”. These clusters were further distilled into 18 elements, establishing a comprehensive framework for analysis. Subsequently, the study utilized the Kano model to analyze 823 South Korean survey responses, categorizing the elements into four qualities: attractive, one-dimensional, must-be, and indifferent. The findings provided a nuanced understanding of the servicescape in coastal and marine tourism, offering theoretical contributions and practical implications for tourism management and policymaking.
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