Corresponding Author

Jung Eun Hong


With the rise of Internet, many people have shared quantitative and qualitative feedback on their travel experiences on travel websites. As the largest travel site, TripAdvisor allows users to post reviews; conduct discussions with other users; and rate destinations, hotels, restaurants, and attractions. Through thematic and discourse analysis of user reviews on TripAdvisor, this study gives tourists’ negative reviews of visiting Gyeongbokgung Palace in Seoul, Korea. The study findings show that tourists evaluated the palace was not real, impressive, interesting, tourist friendly, and neither was it worth visiting. The findings of this study may be helpful in expanding research scopes in Korean tourism studies. They also provide useful resources for the Korean tourism industry and improve the quality of its services and products.



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