A Study on Korean Nationals' Perception of Overseas Tourism Using Big Data Semantic Network Analysis: Comparison Before and After COVID-19

Purpose: This study aims to analyze changes in Korean nationals' perceptions of overseas tourism before and after COVID-19 using social media big data analysis. Methods: The study collected data from social media platforms focusing on Japan, China, and Vietnam as travel destinations. The pre-COVID-19 period was set from January 2017 to December 2019, and the post-COVID-19 period from January 2021 to December 2023. Using the TEXTOM and UCINET, TF-IDF keyword frequency analysis, centrality analysis, and CONCOR analysis were conducted. Results: The analysis revealed an increased desire for overseas travel after COVID-19, along with heightened concerns for health and safety. There was a preference for stable, short-distance travel, as well as increased interest in international experiences and new travel trends. Japan and China emerged as preferred destinations, while interest in Vietnam slightly decreased. Keywords related to COVID-19 preventive measures became prominent in travel considerations. Conclusion: Based on the findings, the study suggests developing tourism products emphasizing hygiene and safety, creating programs for small group travelers, and formulating marketing strategies focused on Japan and China. This research contributes to understanding the impact of COVID-19 on tourism perceptions and can aid in policy-making and marketing strategy development for the tourism industry in the post-pandemic era.