Analyzing Chinese Consumers’ Perceptions of Korean Tourism: A Comparative Study of Baidu and BIGKinds Platforms Using Time Series and Topic Modeling Analyses

This study examines Chinese consumers' perceptions of Korean tourism from 2015 to 2023 by analyzing two key data sources: the Baidu platform, which represents Chinese consumer sentiment, and the BIGKinds platform, representing Korean media coverage. Using locally weighted scatterplot smoothing (LOWESS) for time-series analysis, the study identifies four distinct phases: (1) tourism growth driven by the Korean Wave (Hallyu), (2) decreased engagement due to diplomatic tensions, (3) latent tourism demand during the COVID-19 pandemic, and (4) a post-pandemic recovery characterized by diversified and segmented tourism preferences. Topic modeling analysis reveals that both platforms consistently highlighted Korean popular culture and the expansion potential of Korean content. The findings underscore the strategic importance of leveraging domestic digital platforms and social networking services in China, given ongoing restrictions on global platforms. Although emerging technologies such as augmented reality (AR), virtual reality (VR), and the Metaverse were frequently discussed in Korean media, these technologies have demonstrated limited real-world adoption among Chinese consumers. This study offers meaningful theoretical and managerial implications, emphasizing that the development of personalized tourism products and targeted promotional strategies is essential for effectively attracting and retaining Chinese tourists in a post-pandemic landscape.