사회연결망 분석 기법을 활용한 중국인과 일본인 개별 식도락 관광객의 공간 행동 연구

This study aims to compare the spatial behavior patterns between Chinese and Japanese gourmet tourists to Seoul, South Korea using social network analysis. The current study utilized raw data from the 2019 International Visitor Survey conducted by Korea Tourism Organization. In order to apply social network analysis, the raw data were converted to bipartite matrix data using UCINET 6.682 tool. Among various social network analysis techniques, network density analysis, normalized degree and eigenvector centrality analysis, and QAP(Quadratic Assignment Procedure) analysis were adopted to compare differences in the structural characterization of two nations' networks. Findings disclose that there were differences in network density scores between the Chinese network and the Japanese network. Normalized centrality analysis results revealed that tourist attraction networks of the two groups showed sharp contrasts in the ways they were linked. QAP analysis results showed that there were statistically significant relationships between Chinese and Japanese FITs attraction networks at the 1% significance level. Based on the findings academic im- plications related to better understanding spatial behavior patterns of gourmet tourists and the practical im- plications for revitalizing gourmet tourism in Seoul were also presented.