빅데이터 분석을 활용한 한국 농촌관광의 인식 및 정책 방향 연구: COVID-19 전·중·후 시기 비교를 중심으로

• Published in: 무역연구, 21(4) pp. 199 - 217
• Main Authors: 반가호, 송운강, 유창리
• Format: Journal Article
• Language: Korean
• Published: 한국무역연구원 01.08.2025
• Subjects: 무역학
• ISSN: 1738-8112; 2384-1958

Purpose – This study investigates the evolving public perception and emerging issues surrounding rural tourism in Korea across three temporal phases: before, during, and after the COVID-19 pandemic. By analyzing large-scale online discourse, the research seeks to provide data-driven insights into the structural transformation of rural tourism narratives, and to support sustainable tourism policy development. Design/Methodology/Approach – Using a big data analytics framework, the study collected 14,129 textual data entries from major Korean online platforms (blogs, news, forums) spanning 2018 to 2025. Text mining, social network analysis (SNA), and CONCOR clustering were applied via TEXTOM and UCINET 6 to extract and compare key keywords, centrality scores, and thematic clusters across the three phases. Findings – The results reveal a dynamic shift in rural tourism discourse, from experiential and traditional themes pre-pandemic, healing and safety during the pandemic, and sustainability, local economy, and youth engagement post-pandemic. Central keywords such as “experience”, “healing”, and “youth” indicate a structural transition toward policy-linked and resilience-oriented tourism narratives. Research Implications – The study demonstrates the utility of big data in capturing nuanced social perceptions and informing evidence-based tourism policies. The findings underscore the importance of flexible, phase-specific strategies for rural tourism development, especially under crisis conditions and in the era of post-pandemic recovery. KCI Citation Count: 0