Abstract
Online reviews based on experiences serve as important sources of information for potential tourists and provide valuable insights for tourism marketers to understand the preferences of tourists. After COVID-19, external activities have been restricted, leading to an increase in the online market. Additionally, the trend of solo travel has increased due to the rise in single-person households. To understand the difference between solo travelers and accompanied travelers, we analyzed the sentiment of reviews written by TripAdvisor users from 2015 to 2020 based on the presence or absence of companions. As a result of the analysis, we found that solo travelers expressed positive sentiment towards topics such as ‘relaxing’, ‘commentary’, ‘knowledge’, ‘sightseeing’, ‘palace tour’, ‘scenery’, and ‘walking’, with no negative sentiment topics identified. On the other hand, we found that companion travelers expressed positive sentiment towards the topics of ‘entrance fee’, ‘memory’, and ‘palace tour’, while expressing negative sentiment towards the topics of ‘scenery’, ‘park’, and ‘family’. Based on these results, it was confirmed that reviews written by Seoul visitors differ in terms of topics and emotional expressions depending on the presence or absence of companions, with the exception of ‘palace tours’. Therefore, by distinguishing preferred travel behaviors and sentiment language, it is expected that an emotional marketing strategy can be established using customized target marketing and online reviews.
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