Network Analysis and Sentiment Analysis on Tourist Evaluation of Seongeup Folk Village - Based on Tripadvisor Reviews -

Abstract

In this study, network analysis and sentiment analysis were performed to understand tourists' evaluation of Seongeup Folk Village through review analysis of TripAdvisor, a travel platform. As a result of network analysis, tourists who selected 1 or 2 stars wrote reviews focusing on forcing, selling, and soliciting products sold in Seongeup Folk Village, and tourists who selected 3 or 4 stars wrote reviews focusing on sales of products and local guides. Tourists who selected 5 stars wrote reviews focusing on the contents of the local guide. As a result of sentiment analysis, the higher the star rating, the higher the frequency of using positive words about Seongeup Folk Village. On the contrary, among the negative words, the words of the rejection category were used frequently, and in detail, 'terrible', 'bad', and 'uninteresting' appeared with high frequency. Through the analysis of tourist reviews, the strength of Seongeup Folk Village is the local guide system, and the weakness is sales of products and solicitation. Therefore, this study recognizes these points in the future, maximizes strengths, and minimizes weaknesses. It is considered that it can be used as basic data.