방문객 리뷰의 감성분석을 활용한 생태관광지 이미지 연구

Abstract

In this study, conducted an emotional analysis using the comments of visitors to Geomunoreum in Jeju Special Self-Governing Province to analyze the image of ecotourism sites. The comments of visitors who have visited Geomunoreum were organized into texts, and the connection was confirmed by language network analysis. As a result of the sentiment analysis, opinions on 'sad', 'anger', and 'disobjection' were high as negative subject words, and in detail, opinions on 'tough', 'sad', and 'unfriendly' were high. As a result of the sentiment analysis of positive subject words, opinions such as 'favor', 'interest', and 'joy' were high, and in detail, opinions such as 'recommendation', 'good', 'kind', and 'beautiful' were high. Through this study, it was confirmed that images are often formed according to the operating elements of ecotourism sites, contrary to the expectation that positive and negative images will be divided according to the resources or degree of preservation of ecotourism sites. In other words, when the system is understood and the satisfaction of the World Heritage commentator is high, a positive image is formed, which means that ecotourism sites need to be managed not only for the preservation of resources and the environment but also for their role as tourism targets. In the future, various discussions and studies on the role of ecotourism sites are expected to be needed based on the results of this study.