The Korea Tourism City Competitiveness Index developed by Yanolja Research holds significant meaning as it measures the competitiveness of tourism cities from the “consumer’s perspective.”

This index evaluates tourism city competitiveness by analyzing data generated across various social channels over the past year. The analysis encompasses 29,336 tourist destinations across all 255 administrative districts in South Korea.

(1) Analysis Process

To evaluate tourism cities based on social media data, we selected the administrative districts, tourist attractions, festivals, and key vocabularies (keywords) for analysis. We then collected the relevant data and developed evaluation metrics to calculate the final tourism city competitiveness indices.

(2) Data Collection

VAIV Company is a leading social media data collection firm. Armed with over 25 years of accumulated technology and industry expertise, the company provides specialized big data services to both public and private sectors, with a particular competitive edge in Korean-language social data collection and analysis.

(3) Modeling

The Yanolja City Competitiveness Index is measured by integrating the “Tourism City Reputation” index, which is based on mention volume (buzz volume), with the “Tourism City Attractiveness” index, which is calculated based on the positive sentiment ratio derived from sentiment analysis.

(4) Measurement Method

The Yanolja City Competitiveness Index calculates its two core dimensions using distinct social media data metrics. Specifically, the “Tourism City Reputation” dimension is evaluated by measuring both the overall buzz volume of social media data and its global reach. Meanwhile, the “Tourism City Attractiveness” dimension is determined by analyzing the positive sentiment ratio derived from a detailed sentiment analysis of the collected data. Finally, to ensure consistency and facilitate comparison, each of these calculated metrics is normalized onto a standardized scale ranging from 1 to 10.