A Study on destination image by analyzing visitor online reviews : Focusing on Jeju Gotjawal Provincial Park

This study was conducted to analyze online reviews written by visitors to 'Jeju Got Jawal Provincial Park' to examine how they form an image of the destination and to draw implications for strengthening the destination image. Nouns and adjectives were extracted from the collected online reviews, and TF/ TF-IDF analysis, N-gram analysis, and connection centrality analysis were conducted using the extracted noun-type keywords, and sentiment analysis was conducted using adjective-type keywords. Through the emotional and cognitive evaluation of visitors who visited and experienced Jeju Gotjawal Provincial Park, we were able to consider what kind of image is being formed, keywords related to visitor satisfaction, and areas that need to be improved. It can be seen that visitors perceive the destination as a space centered on walking activities and that the experience of healing in a natural environment has a great influence on the formation of tourist destination images. In addition, physical factors and accessibility are important in using 'Jeju Gotjawal Provincial Park', and the image of this physical environment varies somewhat among individuals. As a result, implications were drawn for strengthening facilities and programs, improving physical and psychological environmental factors and accessibility, preparing policies to improve admission fees and service quality, and Tourism Development of Gotjawal to enhance its value.