Changes in Travel Activities and Preferences in Gangwon Province, South Korea, Due to Social Distancing Measures during COVID-19

Abstract

Social media data are increasingly used to assess public opinion dynamics and develop sustainable regional tourism policies. This study explored the changes in travel patterns and preferences in Gangwon Province before, during, and after the implementation of social distancing measures during the COVID-19 pandemic. Five hundred and twenty-six YouTube videos related to travel in Gangwon Province were collected using NodeXL, and content and statistical analyses were conducted on travel regions, main activities, and viewers’ reactions. The main findings indicated that as the intensity of social distancing measures increased, the activity of YouTube video creators also increased, particularly in the East Coast region, compared with other locations such as mountains, rivers, and traditional markets. Viewer engagement was the highest during the implementation of social distancing, showing a considerable interest in beach travel. These results have significant implications for planning safe travel during crises such as COVID-19 and for local governments to promote a responsible travel environment.