소셜 빅데이터를 활용한 코로나 19 전후 호텔 공간 소비 특성의 변화 - 인스타그램 해시태그의 의미 네트워크 분석을 중심으로 -

Abstract

This study aims to compare the hotel space consumption of Generation MZ before and after COVID-19 through the analysis of Instagram posts. After the outbreak of COVID-19, various offline spaces, especially hotels, are facing a crisis from a considerable decrease in tourists. In addition, the COVID-19 pandemic has changed consumption behavior and hotel preferences. As this “new normal” is expected to continue to evolve even after the pandemic eases, it is important to analyze the changes in customers’ hotel consumption behavior with the outbreak of COVID-19. To do so, this study adopted an approach utilizing social big data. A Python web crawler was developed using several open-source libraries. The dataset was prepared from a total of 41,743 posts, including 24,163 posts written 1.5 years before the COVID-19 outbreak and 17,580 posts written 1.5 years after. From these posts, 49,135 and 31,764 different hashtags, respectively, were analyzed using frequency analysis and semantic network analysis. The results demonstrated that the consumption of hotel space has changed. First, the hocance (hotel+vacance) trend, referring to staying in guestrooms, has grown while the number of travelers has drastically decreased. Second, self-expression and showing-off consumption behavior has decreased. Accordingly, public spaces such as lobbies and lounges used for ostentatious consumption have been integrated with food and beverage facilities such as cafes, and the importance of multi-purpose halls seems to be further strengthened. Finally, the importance of traditional amenities has weakened, while that of experiential content has grown. For hotels to appeal to customers, including Generation MZ, in the future, this study proposes a complex hotel that can flexibly change its existing functions and structures. The information and knowledge gained from this study will contribute to planning a hotel space for the COVID-19 era.