A Study on the Recommendation of Tourism using Topic Map According to Personality Types based on MBTI and Big Five Models

doi:10.22716/sckt.2020.8.2.011

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2020 Vol.8, Issue 2 Preview Page Next Page

Research Article

A Study on the Recommendation of Tourism using Topic Map According to Personality Types based on MBTI and Big Five Models MBTI와 Big Five 모델에 근거한 성격유형에 따른 토픽맵을 이용한 관광지 추천에 관한 연구: Ki-Hwan Ryu¹, Su-Hyun Youn², Seok-Jae Moon³
류기환¹, 윤수현², 문석재³; ¹Professor, KwangWoon University, Graduate School of Smart Convergence, Institute of Tourism Industry
²KwangWoon University, Graduate School of Smart Convergence, Institute of Tourism Industry
³Professor, KwangWoon University, Institute of Information Technology

¹광운대학교 스마트융합대학원 관광산업전공 교수
²광운대학교 스마트융합대학원 관광산업전공
³광운대학교 정보과학교육원 정보보호학 교수

30 June 2020. pp. 21-32

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Abstract

본 연구는 여행의 패러다임이 변화로 관광객들은 보다 다양한 관광지를 추구하고 선호하기 때문에 관광객의 심리, 관광동기가 무엇인지 파악하고 분석한다면 관광객에게 맞춤형 관광지 추천이 가능하다고 보았고, 이에 따라 MBTI와 Big Five 모델을 적용하여 관광객의 성격유형과 관광동기가 서로 어떠한 영향을 주는지 분석하였다. 또한, 최근 IT 산업 발전에 발맞춰 어플리케이션의 중요성도 커지고 있어 성격유형과 성향에 따른 토픽맵을 적용하여 키워드 기반의 관광지 추천 웹앱 형식의 어플리케이션으로 제안하였다. 이는 관광객의 성격과 관광동기의 연관성을 분석, 매핑하여 실질적인 정보를 제공한다. 이는 기존 관광 애플리케이션 획일성에서 벗어나 성격이라는 요소를 넣어 흥미를 유발시키고 관광객 개인에 맞는 관광지를 추천해줄 수 있다. 본 연구에서 제시한 관광객의 성격유형과 관광동기가 서로 어떠한 영향을 주는지 에 대해서는 5가지로 분석되었다. 첫째, 관광 동기 요인 중 일상탈출과 휴식 요인은 유의미한 차이가 없었다. 이는 관광은 일상탈출과 휴식이 기본적인 요인이라는 것을 의미한다. 둘째, 성격유형 중 합리자형(-NT)은 호기심 요인에 유의미한 차이를 보였다. 셋째, 성격유형 중 이상가형(-NF)은 경험성 요인에 유의미한 차이를 보였다. 넷째, 성격유형 중 보호자형(-SJ)은 가족화합 요인에 유의미한 차이를 보였다. 다섯째, 성격유형 중 예술가형(-SP)은 유희성 요인에 유의미한 차이를 보였다. 본 연구의 결과를 바탕으로 하이브리드 앱 기반의 관광 추천 시스템을 구현하였다.

This study found that tourists can recommend customized tourist attractions to tourists if they identify and analyze the tourists' psychology and tourism motivation because the paradigm of travel changes and tourists pursue and prefer more diverse tourist attractions. Accordingly, MBTI and Big Five models were applied to analyze how tourists' personality types and tourism motives affect each other. In addition, as the importance of applications has grown in line with the recent development of the IT industry, the application was proposed as a keyword-based web app type by applying a topic map based on personality type and propensity. This provides practical information by analyzing and mapping the link between the nature of tourists and their motives. This is a departure from the uniformity of existing tourism applications, and can create interest by adding the element of personality and recommend tourist attractions suitable for individual tourists. Five types of tourists presented in this study were analyzed for their characteristics and how tourist motives affect each other. First, there was no significant difference between the factors of daily escape and rest among the factors of tourism motivation. This means that daily escape and relaxation are the basic factors in tourism. Second, rationalization(-NT) among personality types showed significant differences in curiosity factors. Third, the ideal type (-NF) among personality types showed significant differences in empirical factors. Fourth, among personality types, the guardian type (-SJ) showed a significant difference in family harmony factors. Fifth, among personality types, artist-type (-SP) showed significant differences in the factors of amusement. Based on the results of this study, a hybrid app-based tourism recommendation system was implemented.

Keywords

Korea tourism

Type of personality

Motivation for tourism

Recommendation system

Hybrid Web/App

References

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https://www.unwto.org/
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Information

Publisher :The Society of Convergence Knowledge
Publisher(Ko) :융복합지식학회
Journal Title :The Society of Convergence Knowledge Transactions
Journal Title(Ko) :융복합지식학회논문지
Volume : 8
No :2
Pages :21-32
DOI :https://doi.org/10.22716/sckt.2020.8.2.011

[1] H.-J. Lee, Y.-H. Lee, “Vision and Tasks of Inter-Korean Social and Cultural Cooperation”, Hyundai Research Institute, No. 3, pp. 1-15, 2018.

[2] S.-J. Hong, “The direction of inter-Korean tourism cooperation”, Korea Tourism Policy, Vol. 71, pp. 60-64, 2014.

[3] https://www.unwto.org/

[4] D.-J. Lee, J.-U. Won, Y.-J. Kwon, M.-R. Kim, “A Study on the Customer Satisfaction of Delivery Companies Based on Social Network Big Data”, Journal of Electronic Trade Association of Korea, Vol. 21, No. 4, pp. 55-67, 2016.10.7838/jsebs.2016.21.4.055

[5] https://terms.naver.com/entry.nhn?docId=1526243&cid=42171&categoryId=42180

[6] https://terms.naver.com/entry.nhn?docId=1821142&cid=46629&categoryId=46629

[7] H.-T. Kim, “Strategies for the Promotion of Peace and Physical Exchange and Cooperation between South and North Korea”, North Korea Research Society, 2018.

[8] D.-J. Jeong, S.-J. Kim, H.-J. Kim, Y.-W. Na, I.-C. Moon, Y.-H. Song, K.-B. Choi, K.-H. Lim, J.-O. Lee, 2018 Unification Ceremony Survey, Institute of Unification and Peace at Saul University, Unification Studies, 2019.

[9] B.-H. Lee, H.-J. Lee, Y.-H. Lee, The Meaning and Challenges of the 19th Anniversary of the Mt. Kumgang Tour - According to a survey conducted by experts on inter-Korean relations, Hyundai Research Institute, 2018.

[10] https://www.unikorea.go.kr/unikorea/

[11] K.-S. Ko, A Study on the Evaluation of Attractiveness by the Type of Tourist Destination, Ph.D. thesis at Cheju National University, 2006.

[12] S.-Y. Han, J.-Y. Yoon, J.-Y. Lee, “The impact of the attractiveness of overseas travel on perceived benefits, attitudes and behavior”, Tourism Leisure Research, Vol. 23, No. 3, pp. 125-145, 2011.

[13] S. Y. Cho, K. S. Ko, “A Analysis of Demographic Difference of North Korea Tourism Destination”, Knowledge industry research, Vol. 42, No. 2, pp. 35-54, 2019.10.33932/rir.42.2.3

[14] H.-K. Noh, Y.-G. Chae, “The study of perception about unofoed tourism of Korean peninsula through qualitative research”, Jorunal of Hospitality & Tourism Studies, Vol. 21, No. 2, pp. 16-28, 2019.

[15] Ramalho, José Carlos, Giovani Rubert Librelotto, and Pedro Rangel Henriques. “Metamorphosis–a topic maps based environment to handle heterogeneous information resources”, International Conference on Topic Map Research and Applications. Springer, Berlin, Heidelberg, 2005.10.1007/11676904_2

The Society of Convergence Knowledge Transactions ISSN:2287-8920(Print) 융복합지식학회논문지

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