텍스트마이닝을 활용한 수목원에 대한 소비자 인식 분석

• 영문명: Analysis of Consumer Perception on Arboretums using Text mining: the Korea National Arboretum, the Baekdudaegan National Arboretum, and the Sejong National Arboretum
• 발행기관: 전남대학교 생활과학연구소
• 저자명: 백지희 손지연
• 간행물 정보: 『生活科學硏究』生活科學硏究 第32輯, 17~36쪽, 전체 20쪽
• 주제분류: 자연과학 > 생활/식품과학
• 파일형태: PDF
• 발행일자: 2022.12.30

영문 초록

The purpose of this study is to draw implications for the operation and promotion of arboretums by analyzing social big-data. Blog posts written on the portal site Naver were crawled using the Naver API with Python 3.8.8, and frequency analysis(e.g., TF analysis and TF-IDF analysis), social network analysis(e.g., semantic network analysis), topic modeling(LDA), and visualization using word cloud were performed. Three arboretums, including the Korea National Arboretum, the Baekdudaegan National Arboretum, and the Sejong National Arboretum were selected for analysis, and the main analysis results for each arboretum are as follows. First, the word with high TF and TF-IDF values for the Korea National Arboretum was 'reservation' (TF: 1st, TF-IDF: 3rd). As a result of social network analysis, words with high connection centrality were 'reservation' and 'Gwangneung Forest Road', and as a result of topic modeling, 4 topics including 'fall in the Korea National Arboretum', 'suburb trip', 'visit to the Korea National Arboretum', and 'visit to the Korea National Arboretum' were formulated. Second, the word with high TF and TF-IDF values for the Baekdudaegan National Arboretum was 'Baekdu Mountain Tiger' (TF: 1st, TF-IDF: 2nd). Results of social network analysis showed that 'Asia', 'conservation', and 'Baekdu Mountain Tiger' had the high level of connection centrality. Topic modeling derived 4 topics including 'Baekdudaegan Arboretum Symbol', 'Baekdudaegan Arboretum Tour', 'Baekdudaegan Arboretum Trip' and 'Baekdudaegan Arboretum PR.' Third, the word with high TF and TF-IDF values for the Sejong National Arboretum was 'four seasons exhibition greenhouse' (TF: 1st place, TF-IDF: 1st place). As a result of social network analysis, 'Four Seasons Exhibition Greenhouse', 'Places to visit', and 'Korea Arboretum Garden Management Service' showed the high level of high centrality, and as a result of topic modeling, 4 topics, including 'arboretum outing', 'Sejong Arboretum Greenhouse', 'Sejong Arboretum PR' and 'Sejong Arboretum outdoor,' were derived. The main purpose of consumers visiting an arboretum can be divided into two types: an outing type for recreation and an exploration type in which they look around every nook and cranny of the arboretum and participate in activities. The analysis results of this study suggest that the majority of consumers pursue outings rather than exploration types when visiting arboretums. Contrary to the traditional idea of experts that an arboretum is a facility for collection, propagation, preservation, management, exhibition, and research, consumers perceive it as a place for outings and recreational spaces to feel nature. In addition, the results of the text mining analysis show that consumers' interest in individual species of animals and plants or specialized exhibition gardens is not noticeable. It is in line with the fact that consumers regard the arboretum as an outing place for the purpose of resting in nature.

목차

Ⅰ. 서론

Ⅱ. 문헌고찰

Ⅲ. 연구방법

Ⅳ. 결과

Ⅴ. 결론 및 논의

참고문헌

키워드

TF-IDF analysis social network analysis topic modeling word cloud