Tourist Attraction and Points of Interest (POIs) Using Search Engine Data: Case of Seoul

Points of interest (POIs)-areas with a concentration of places that attract people-are important urban planning and tourism policy targets. This study aims to determine the points of interest of urban residents by analyzing big data from search engines to reveal the physical characteristics of POIs. To achieve this, POI data were collected in three city centers in Seoul using a South Korean dominant portal site that includes a search engine. The most popular POIs were determined by using GIS search engine analysis frequency, and correlation and regression analyses were conducted to investigate the relation between POIs and urban elements. The results revealed different POI trends in each city center. While POIs were concentrated in old, narrow streets with small attractions and mixed-use construction near Seoul City Wall (historic downtown district), they also formed around notable architectural landmarks in the newly developed Yeouido and Yeongdeungpo areas. This study found that tourism attraction took different forms in old and new areas, demonstrating that citizens are interested in both historic downtown areas and new areas, as traditional urban theorists suggest. Thus, urban planners and tourism policy makers should consider specific spatial contexts with search engines.