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2023 Vol.58, Issue 4

Research Article

Method for Selecting Meme Tourist Destinations based on Social Media Data and Meme Tourism Characteristics: Focusing on Jeju Island

소셜미디어 데이터와 밈 투어리즘 특성 기반의 밈 관광지 선정 방법 연구 - 제주특별자치도 사례를 중심으로 -

Changkyu Leea
,
Yerin Yheeb
,
Jeonghyun Kimc
,
Jinmu Choid*
이 창규a
,
이 예린b
,
김 정현c
,
최 진무d*
aPh.D. Student, Department of Geography, Kyung Hee University
bPh.D. Student, Smart Tourism Education Platform, Kyung Hee University
cMaster Student, Department of Geography, Kyung Hee University
dProfessor, Department of Geography, Kyung Hee University
a경희대학교 지리학과 박사과정
b경희대학교 스마트관광원 박사과정
c경희대학교 지리학과 석사과정
d경희대학교 지리학과 교수
*Corresponding Author
31 August 2023. pp. 347-358
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Abstract

'Meme', which means imitated, appears as a form of tourism, and tourism by memes or tourism that reproduces memes is called meme tourism. This study aims to identify the characteristics of meme tourism as a new tourism trend using social media data and propose a method for selecting meme tourist destinations based on their characteristics. To this end, the characteristics of memes and meme tourism, such as temporal and geographic concentration and similarity, was defined from previous studies. To examine each characteristic, the growth in the number of posts over the creation period, the average distance and density between posts, hashtag similarity by calculating the unique hashtag ratio, and photo similarity by comparing images were analyzed. The results showed that as meme tourism became more similar, there was a spike in posts at certain times and a denser clustering near tourist destinations. In addition, it was able to identify tourist destinations with high frequency of interactive keywords, similar hashtags, and photos within their posts. This study revealed the characteristics of meme tourism that distinguish it from conventional tourism and suggested a method for selecting tourist destinations that meet these characteristics, and is expected to contribute to further research and marketing strategies for meme tourism in the future.

Keywords
Meme
Meme tourism
Meme tourist destination
Social media
Tourism

모방된 것을 뜻하는 ‘밈(Meme)’은 관광의 한 형태로 나타나며 밈에 의한 관광이나 밈을 재현하는 관광을 밈 투어리즘(meme tourism)이라 한다. 본 연구는 새로운 관광 트랜드로 나타나는 밈 투어리즘의 특성을 소셜미디어 데이터를 활용하여 확인하고, 특성에 기반한 밈 관광지 선정 방법을 제시하고자 하였다. 이를 위해 선행 연구에서 밈과 밈 투어리즘이 지닌 시간적 및 지리적 집중, 유사성 등 특성을 정의하였다. 각 특성을 확인하기 위해 생성 기간에 대한 증가량, 게시물 간 평균 거리 및 밀도, 고유 해시태그 비율 계산을 통한 해시태그 유사성, 이미지 비교를 통한 사진 유사성 등의 분석을 진행하였다. 분석 결과, 밈 투어리즘과 유사할수록 게시물이 특정 시기를 기점으로 급증하였고 관광지 인근에 더욱 밀집되어 나타났다. 또한, 게시물 내에 상호작용을 위한 키워드, 유사한 해시태그, 사진이 높은 빈도로 확인되는 관광지를 발견할 수 있었다. 본 연구를 통해 기존 관광과 구별되는 밈 투어리즘의 특성을 밝히고 이에 부합하는 관광지를 선정하는 방법을 제시할 수 있었으며 향후 밈 투어리즘에 대한 추가 연구 및 마케팅 전략 수립에 기여할 수 있을 것으로 기대한다.

키워드
밈
밈 투어리즘
밈 관광지
소셜미디어
관광
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Information
  • Publisher :The Korean Geographical Society
  • Publisher(Ko) :대한지리학회
  • Journal Title :Journal of the Korean Geographical Society
  • Journal Title(Ko) :대한지리학회지
  • Volume : 58
  • No :4
  • Pages :347-358
  • Received Date : 2023-05-11
  • Revised Date : 2023-06-07
  • Accepted Date : 2023-06-08
  • DOI :https://doi.org/10.22776/kgs.2023.58.4.347
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