소셜 빅데이터 의미연결망 분석을 통한 화천산천어축제 인식 탐색 연구

A Study on Explore Awareness of Hwacheon Sancheoneo Ice Festival through Social Big Data Meaning Network Analysis

Local festivals can form a unique brand of the region and can be used effectively for local image enhancement and brand strategy. First held in 2003, the Hwacheon Sancheoneo Ice Festival has become a thriving local festival visited by one million tourists about four years after it began. The Hwacheon Sancheoneo Ice Festival also had a positive impact on the revitalization of the local economy, and it became a specialized regional festival that attracted significant interest from foreign media such as CNN. This study was conducted to analyze the perception and trends of tourism consumers using social big data analysis for Hwacheon Sancheoneo Ice Festival. The results of the study are as follows. First, keywords such as winter, Hwacheon-gun, morning, news, fishing, happiness, beginning, ice, festival site, people, street, world, time, and snow appeared with high frequency. Second, as a result of the centrality analysis, the degree centrality results were similar to the frequency analysis results, but the closeness centrality results showed that keywords related to family and children had high result values. Third, as a result of CONCOR analysis, a total of four clusters with high correlation with the Hwacheon Sancheoneo Ice Festival were formed.