인구감소 지역 경제 활성화를 위한 수요 중심의 맞춤형 관광 홍보 전략 제시: 토픽 모델링을 중심으로

This study aims to propose a demand-oriented, customized strategy for revitalizing the regional economy in areas experiencing population decline by analyzing press releases on tourism promotion policies and blog reviews from tourists. Utilizing standardized national tourism data from the Public Data Portal, this study integrates information on designated population-declining regions, credit card expenditures, and tourism budgets. Additionally, press releases on local government tourism promotion policies and blog posts from tourists, collected through the Tourism Knowledge Information System, were analyzed using topic modeling. The findings reveal a misalignment between the tourism elements emphasized by local authorities and the aspects that tourists actually favor. By employing Latent Dirichlet Allocation (LDA), key topics and associated keywords were identified, leading to the extraction of Critical Success Factors (CSF). Based on these insights, tourist personas were developed, and a customer journey map was constructed to propose a demand-driven tourism promotion strategy. This research contributes to the sustainable development of the domestic tourism industry and regional economic recovery by employing a data-driven approach to address the widening economic disparities among regions.