An Integrated Study of the K-League as a Sports Tourism Resource: Focusing on Big Data Analysis Using Text Mining

The purpose of this study is to conduct a comprehensive analysis of the factors that attract fans to the K-League, aiming to utilize it as a sports tourism resource. To achieve this, big data related to the K-League was collected and analyzed from portal sites and social media platforms in 2024 using Textom. The findings of the analysis are summarized as follows. First, it was identified that the influence of teams and their affiliated regions, as organizational entities, outweighed the impact of managers or individual players in the K-League. Second, the significance of the K-League's promotion and relegation system was highlighted. Third, the need for increased exchange activities with advanced overseas football clubs was emphasized. Fourth, the importance of cultivating a more engaging and popular cheering culture was recognized. Finally, the need to diversify activities beyond simply watching matches was underscored.