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Tourists' shifting perceptions of UNESCO heritage sites: lessons from Jeju Island-South Korea

Title
Tourists' shifting perceptions of UNESCO heritage sites: lessons from Jeju Island-South Korea
Authors
Kim, KunPark, OunjoungBarr, JacobYun, Haejung
Ewha Authors
윤혜정
SCOPUS Author ID
윤혜정scopus
Issue Date
2019
Journal Title
TOURISM REVIEW
ISSN
1660-5373JCR Link

1759-8451JCR Link
Citation
TOURISM REVIEW vol. 74, no. 1, pp. 20 - 29
Keywords
Text miningSmart tourismTime-series analysisJeju IslandTopic modelingUser-generated content (UGC)
Publisher
EMERALD GROUP PUBLISHING LTD
Indexed
SCOPUS WOS scopus
Document Type
Article
Abstract
Purpose The purpose of this research is to analyze the shifting perceptions of international tourists to Jeju Island and provide practical lessons to the tourism industry. Specifically, in regard to three United Nations Educational, Scientific and Cultural Organization (UNESCO) natural World Heritage sites in Jeju, this research measures the most salient topics mentioned by tourists to inform a more accurate perception of the island's most valuable natural assets as reported by tourism experiences. Design/methodology/approach This study used a Web crawler to gather over 1,500 English language reviews from international tourists from a famous travel information website. The collected data were then preprocessed for stemming and lemmatization. After this, the processed text data were analyzed through a latent Dirichlet allocation (LDA)-based topic modeling approach to identify the most prominent clusters of ideas mentioned and represent them visually through graphs, tables and charts. Findings The findings from this research suggest that there are ten identifiable topics. Topics focusing on adventure, summits and winter showed noticeable increases, whereas topics focusing on sunrise peak and UNESCO have decreased over time. There is a trend for international tourists to be ever more conscious of the adventurous and rugged aspects of Jeju, and the novelty of mentioning UNESCO status seems to have worn off. Furthermore, there is the proclivity for tourists to mention worth and enjoy more as time goes on. Originality/value This study applies LDA-based topic modeling and LDAvis using user-generated online reviews with time-series analyses. Consequently, it provides unique insights into the changing perceptions of ecotourism on Jeju today, as well as contribution to smart tourism fields.
DOI
10.1108/TR-09-2017-0140
Appears in Collections:
신산업융합대학 > 국제사무학과 > Journal papers
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