텍스트 마이닝 기법을 활용한 한류 영상물 매체 이용자 인식 분석 - 잠재 한류 관광객을 중심으로 -

초록

The value of hallyu is has been increasing all over the world. Hallyu is strengthening the Korea’s competitiveness. Hallyu tourism emerges thanks to the impact of Hallyu. The popularity of Hallyu makes profits and tourism industry of Korea, an exporter activated. However, as for the previous studies, only an empirical study in Hallyu has been conducted. The necessity of the text mining analysis is raised through the big data, a recent method of the study analysis. Thus, the purpose of this study is to explore various keywords of Hallyu through big data analysis of social network. For doing this, this study chose YouTube as an analysis medium mainly used in overseas countries. This study extracted main keywords, ‘Hallyu and Korea Wave’ as big data search keywords. The period of data analysis was limited to three years from January 1, 2017 to December 15, 2019. This study extracted frequency and data through data collection and arranged words. Using Ucinet 6, this study analyzed the connection structure between words and degree centrality and verified the degree of a relationship. Also, this study conducted CONCOR analysis to draw a group formed by similar words. The recognition analysis on how Korea’s Hallyu contents are thought is possible based on the study results. The intention of visiting Korea can be checked through this. This study suggests implications of marketing to activate Hallyu tourism based on these analysis results. The results will be the basic data for Hallyu tourism by grasping the recognition of potential Hallyu tourists.

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