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초록

The purpose of this research is to examine when/how travelers feel happy. The importance of travel in a person’s happiness has been supported by multiple research projects. Hence, to examine how travel happiness is expressed, photograph data was collected through hashtags related to travel happiness from Instagram, the most popular image based social media. Hashtag, one of the constructs composing an Instagram post, represents the topic of the post and functions as a search keyword. Collected data was analyzed through the process of visual content analysis and consequently a photo category of happiness travel was constructed, with its 56 subcategories. This category includes the components of tourism, as well as 3 travel stages including before departure, moving to destination and at the destination. As a result, it was found that happiness on travel is expressed throughout each stages of travel, not exclusive to certain area and period of time. Also, travel happiness photo shared on SNS is often characterized as self-expressive. Travelers like to leave photo of themselves, with or without the destination on the background. Lastly, social connection is often considered in travel happiness. Not only that photos with travel companions show high frequency, it is spotted that travelers explicitly state who they are traveling with through travel items they prepared.

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