A Study on The Impact of Search Volume for Restaurants on Local Restaurant Sales : Using Naver Data Lab API

Objective : With increasing interest in restaurants, the number of broadcast content related to local travel destinations and food and social media posts related to restaurants is also increasing. Therefore, this study aims to find out whether the search volume for restaurants from 2016 to 2022 positively impacts local restaurant sales through empirical analysis. Methods : This study used NAVER Data Lab API to collect data on restaurant search volume in 16 regions in Korea. Then, this study conducted regression analysis using the panel fixed-effect model and the system GMM. Results : Search volume for restaurants positively affects regional restaurant sales. Regional economic size and overnight travel expenditures increased restaurant sales, but day trip expenditures decreased local restaurant sales. Implications : This study suggests that a strategic approach is needed to increase local restaurant sales and that it is essential to improve dwell time of tourists and interest in local food.