Study on the Consumer Decision Journey through Analysis of Youtube Comments in Tour Interpretation : Using Text Mining

Abstract

Purpose This study attempted to explain the decision-making process of YouTube tour interpretation by applying the consumer decision journey(CDJ) to the field of tourism research. In addition, it purpose to empirically understand the impact of YouTube tour interpretation on the tourism destination decision-making process as online tourism information during the pandemic, and make theoretical and empirical suggestions accordingly. Methods The impact of YouTube tour interpretation content on CDJ was proposed through literature research, and comments on tour interpretation YouTube contents were used to study the visitor decision-making process of the CDJ model using text mining techniques. Visit Seoul TV, the Seoul Tourism Foundation's official YouTube channel, selected ‘healing tour contents in the room’, and text mining and word cloud analysis conducted. Results As a result, comments were spread each stages on the CDJ of visitors and were most distributed in the active evaluation stage, and the length of the comments was longer as the CDJ progressed. In the word crowd analysis, expression of gratitude in the 1st stage, positive evaluation in the 2nd stage, the 3rd stage of visit intention, and the 4th stage of revisit intention were characterized, and the frequency of audit expression was high over stages 1, 2 and 3. Through this study, among the various touch points of CDJ. Conclusion This study provided practical implications for the need to find ways to lead to the overall management and active evaluation of potential visitors' CDJ and academic implications for using unstructured data and connecting theoretical models among social media research in the tourism field.