A Cluster Analysis of Lotte Young Plaza Using Semantic Network Analysis Method

Abstract

The COVID-19 pandemic has had a significant impact on tourism-driven industries worldwide. As East Asia is gaining control in the fight against the coronavirus, countries in this region started easing their travel restrictions. Tourist-oriented retail stores are slowly preparing to receive international visitors again, and to be well adjusted, it is crucial to understand foreign customers' perceptions. From the seven most popular tourism platforms in China, we collected comments about Lotte Young Plaza in South Korea and applied semantic network analysis to understand its perception among young Chinese customers. Based on this analysis, we divided the conclusions into 6 aspects: People whose main purpose is to buy clothes, people who have communication needs in Chinese, the Lotte Department Store's driving force on customer flow to Lotte Young Plaza, young people, features of Lotte Young Plaza (mouthwash) and cosmetics.