Journal of the Association of Korean Geographers ISSN:2287-4739(Print) 2733-8991(Online) 한국지리학회지

This study proposes a methodology to geographically quantify the “matjip attractiveness” of a region using NAVER search big data. We collected and preprocessed daily search volumes for the keyword combination “Region Name + Matjip” across 15 cities and counties in Chungcheongnam-do from 2016 to 2025. By defining ‘Weekly Mid-range Search Volume’ and ‘Weekend Search Volume Amplitude,’ we constructed scatter plots for analysis. From the linear pattern of the upper boundary of the scatter plots, we derived a maximum regression line, and from the overall data distribution, an average regression line. The slope and intercept of the maximum regression line were defined as the ‘Potential Attraction Rate’ and ‘Threshold,’ respectively, while the slope of the average regression line was defined as the ‘Actual Attraction Rate.’ Applying this methodology to the Chungcheongnam-do region revealed a distinct decoupling phenomenon between the Potential Attraction Rate and the residential population size, confirming it as an independent indicator that measures the region’s unique matjip attractiveness. In contrast, the Threshold exhibited a distinct inverted-U non-linear relationship with population size, which demonstrates the evolutionary process of regional commercial spheres from an ‘external-dependent type’ to a ‘self-sufficient mega-living sphere.’ Furthermore, an analysis of the ‘Realization Rate’ revealed that regional disparities in actual attractiveness relative to potential stem from the ‘structural asymmetry’ between daily routine demand and non-routine tourism demand, rather than mere variations in tourism drawing power. The proposed methodology is useful for regional classification and policy targeting by separating the dimension of psychological and cultural attractiveness from the demographic dimension of traditional Central Place Theory.