The Inter-University Symposium on Asian Megacities, Kyonggi University, South Korea, July 11–13, 2024 Efficiency Assessment of Cultural Tourism Festivals using DEA and Big Data in a Regional Perspective: Focusing on the Cases of 64 Festivals in South Korea*...
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The Inter-University Symposium on Asian Megacities, Kyonggi University, South Korea, July 11–13, 2024 Efficiency Assessment of Cultural Tourism Festivals using DEA and Big Data in a Regional Perspective: Focusing on the Cases of 64 Festivals in South Korea* Jiwon Hong1 and Youngsang Kwon2 1,2 Seoul National University, Seoul, South Korea, wonidone@snu.ac.kr, yskwon@snu.ac.kr ABSTRACT This study evaluates the efficiency of 64 local cultural tourism festivals in South Korea using Data Envelopment Analysis (DEA) augmented with big data in a regional perspective. Focusing on festivals held in 2018, 2019, and 2022, the analysis excludes 2020 and 2021 due to the COVID-19 pandemic. The data from the Korea Tourism Data Lab includes mobile communication and credit card transaction records, enabling a detailed capture of its economic impact. The DEA model incorporates input variables such as total budget, local ratio of event/festival budget, and host period, as well as output variables such as
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