비정형 빅데이터 분석을 활용한 테파마크 인식 및 마케팅 활성화 방안에 관한 연구

한장헌 한국상품학회 2019 商品學硏究 Vol.37 No.6

The research presented ways to identify perception of theme parks and promote marketing through unstructured big data analysis. The data was collected from major portals and social network services Naver, Daum and Google's cafes, blogs and Facebook. Unstructured big data research was conducted using semantic network analysis method. A total of 4,199 words were collected for the keywords used in semantic network analysis. The search period was limited to three years from Sep. 1, 2015 to Aug. 31, 2018. Textom, KrTitle, UCINET, and NodeXL were used for semantic network analysis, and the program was used sequentially according to the analysis procedure. As results, first, the keywords related to theme parks were extracted such as ‘lotus’, ‘trip’, ‘jeju’, ‘child’, ‘Siheung’, ‘experience’, ‘Hapcheon’, ‘myth’, ‘image’, ‘Gwankokji’, ‘park’, ‘time’, ‘cheese’, ‘world’, ‘Kimhae‘, ’Dague’, ‘Yongin’. Second, as a result of cluster group analysis, total seven groups were formed. Lastly, this study discussed the implications of a activating marketing strategy for theme park as a result of the semantic network analysis study. 본 연구는 비정형 빅데이터 분석을 활용하여 테마파크에 대한 인식 규명 및 마케팅 활성화 방안을 제안하기 위하여 진행되었다. 주요 포털사이트 브랜드인 네이버, 다음, 구글의 카페, 블로그, 페이스북을 대상으로 테마파크와 함께 동반하여 빈출되는 키워드를 적용하여 의미 연결망 분석을 시행하였다. 2015년 9월 1일부터 2018년 8월 31일까지 3년의 기간 동안 총 4,199개의 동반 키워드가 빈출되었다. 동반 키워드를 대상으로 빈도 분석, 중심성 분석, 클러스터 분석을 단계별로 시행하였다. 동반 키워드의 수집을 위해 TEXTOM 서비스를 이용하였으며, 단계별 분석을 위해서 KrTitle, UCINET, NodeXL 프로그램을 사용하였다. 연구결과, ‘연꽃’, ‘여행’, ‘제주’, ‘아이’, ‘시흥’, ‘체험’, ‘합천’, ‘신화’, ‘영상’, ‘관곡지’, ‘공원’, ‘시간’, ‘치즈’, ‘김해’, ‘대구’, ‘용인’, ‘임실’, ‘송도’, ‘함안’ 등의 동반 키워드가 도출되었다. 아울러 테마파크와 관련한 각각의 주제 및 형태를 반영한 총 7가지의 클러스터가 확인되었다. 이를 통해 테마파크 관련 다양한 시사점은 제시하고, 향후 테마파크 마케팅 활성화를 위한 방향을 제언하였다.

여가체험에서 형성된 심리적 안녕감이 재방문의도, 추천의도에 미치는 영향: 스키리조트를 중심으로

한장헌,이상현 한국소비자·광고심리학회 2016 한국심리학회지 소비자·광고 Vol.17 No.1

The purpose of study is to investigate the influence of perceive psychological well-being on behavioral intention while customers are experiencing various activities in the ski resort. To be specific, the concept of psychological well-being in leisure experiences is introduced. In addition, this study is to examine an association between experience factors and the concept of psychological well-being and to find out the influence of psychological well-being on re-visit intention as well as recommendation intention. Total 800 questionnaires were collected from the ski resort customers. The data were analyzed by using a structural equation model. The findings imply that leisure experiences at ski resorts significantly influence happiness of the customers of target age groups of the main leisure activities. In addition, the more psychological well-being customers get, the more intention to revisit and/or spread a good word of mouth customers have. Both theoretical and practical implications were discussed at the end. 본 연구에서는 스키리조트 이용고객들을 위해 마련하고 있는 리조트의 다양한 체험활동들을 통해 어떻게 이용고객들이 행복감을 느끼고 이 행복감이 어떠한 행위의도에 영향을 미는지를 살펴보고자 하였다. 행복의 한 개념으로 대두되고 있는 심리적 안녕감이라는 개념을 가지고 구체적으로 이용고객들이 어떤 여가체험 요인들을 통해서 심리적 안녕감을 얻게 되는지와 함께 여가체험을 통해 형성된 심리적 안녕감이 재방문의도와 추천의도에 어떠한 영향을 미치는지에 대해 고찰하였다. 총 800 표본을 대상으로 구조방정식 모형을 실시한 결과, 여가체험요인 중 감성, 인지요인이 행동요인과 밀접한 관계가 있었고, 관계요인은 감각요인, 감성요인, 인지요인 모두와 긍정적인 영향관계가 있는 것으로 나타났다. 또한 행동요인과 관계요인은 심리적 안녕감에 긍정적인 영향을 미치는 것으로 나타났다. 아울러 체험활동을 통해 형성된 심리적 안녕감은 재방문의도와 추천의도에 긍정적인 영향을 미치는 것으로 나타났다. 끝으로 본 연구의 이론적, 실무적 시사점과 함께 연구의 한계점과 향후 연구 방향에 대해 논의하였다.

관광메타버스 활성화 전략 도출을 위한 탐색적 연구: 텍스트마이닝과 의미연결망분석을 중심으로

한장헌,지윤호 (사)한국관광레저학회 2022 관광레저연구 Vol.34 No.3

The purpose of this study was to establish strategies for activating the tourism metaverse and enhance various measures by utilizing text mining and semantic network analysis. Among the 5,692 keywords collected by Naver, Daum, and Google, 60 were selected and researched that were highly related to the tourism metaverse. The period of collecting keywords related to tourism metaverse was limited to one year, from February 1, 2021, to January 31, 2022. As a result, first, the tourism metaverse confirmed the importance of developing and utilizing content through the platform. Second, in order to better recognize the local cultural and tourism heritage, virtual tourism experiences using the metaverse platform before and after actual visits will be effective. Third, the cluster of seven tourist metaverses confirmed the recent issues and public awareness of the tourist metaverse in more detail.

호텔기업의 ESG 동향 탐색을 위한 의미연결망 연구

한장헌,이일남 한국호텔리조트학회 2023 호텔리조트연구 Vol.22 No.3

Hotel companies strive for ESG activities based on various environment, society, and governance forms to ensure sustainability. This study examined hotel consumers' perceptions and trends on hotel ESG-related keywords extracted from online social media. The results are as follows. First, keywords such as management, Lotte Hotel, eco-friendly, society, environment, company, sustainability, hosting, vision, practice, governance, continuity, strengthening, and organization showed a high frequency of appearance. Second, through the CONCOR analysis, a total of six clusters were identified. The names of the clusters were confirmed as ESG-related practice and participation, value creation, vision and change, dedicated organization, guest room introduction, and eco-friendly practice. Based on these findings, we would like to provide practical implications that can be applied to hotel companies and academic implications that can be used in hotel academia.

텍스트마이닝 기법을 활용한 서번트리더십 동향 고찰 및 강화방안 도출을 위한 탐색적 연구: 호텔산업을 중심으로

한장헌 (사)한국관광레저학회 2022 관광레저연구 Vol.34 No.8

The importance of the role of leaders is emphasized for stable organizational operation for the growth of hotel companies in a rapidly changing business environment. Within the hotel organization, the leader affects the members in general, and it is essential to apply multi-faceted leadership for better organizational management. There are various forms of leadership within the hotel organization. Still, in the hotel industry, which requires high human service dependence and frequent business cooperation with bosses, servant leadership is more critical than other leadership. This study aims to conduct analytical research on unstructured big data collected through social media to examine trends and issues in hotel servant leadership. Naver, Daum, and Google selected the final 60 of the 3,913 keywords that are closely related to hotel servant leadership. The keyword collection period was limited from June 1st, 2019, to May 31st, 2022. As a result, first, keywords that are highly related to hotel servant leadership, such as organization, leader, research, type, chairman, charisma, idea, service, influence, management, environment, transformation, creativity, etc., were collected. Second, through CONCOR analysis, two central clusters and three surrounding clusters were formed.

관광분야 생성형 AI ChatGPT 패러다임 탐색을 위한 의미연결망 연구

한장헌 (사)디지털산업정보학회 2023 디지털산업정보학회논문지 Vol.19 No.4

ChatGPT, a leader in generative AI, can use natural expressions like humans based on large-scale language models (LLM). The ability to grasp the context of the language and provide more specific answers by algorithms is excellent. It also has high-quality conversation capabilities that have significantly developed from past Chatbot services to the level of human conversation. In addition, it is expected to change the operation method of the tourism industry and improve the service by utilizing ChatGPT, a generative AI in the tourism sector. This study was conducted to explore ChatGPT trends and paradigms in tourism. The results of the study are as follows. First, keywords such as tourism, utilization, creation, technology, service, travel, holding, education, development, news, digital, future, and chatbot were widespread. Second, unlike other keywords, service, education, and Mokpo City data confirmed the results of a high degree of centrality. Third, due to CONCOR analysis, eight keyword clusters highly relevant to ChatGPT in the tourism sector emerged.

조직 내 상사 갑질 이슈 진단 및 개선방안 도출을 위한 탐색 연구: 텍스트마이닝 및 의미연결망 분석을 활용하여

한장헌 한국인터넷전자상거래학회 2022 인터넷전자상거래연구 Vol.22 No.3

Gabjil, which is regarded as a chronic disease in Korean society, occurs in various classes and places. In particular, supervisor’s Gabjil takes advantage of their superior position in the workplace to provide inappropriate work instructions and verbal abuse to subordinates, causing side effects that undermine an excellent workplace culture. This study aims to use major social media to collect atypical big data that is highly related to supervisor’s Gapjil within the organization and to analyze it to explore the overall perception and issues of supervisor’s Gapjil. In addition, based on the results derived from the analysis, we would like to suggest an improvement plan for supervisor’s Gapjil in the future. A total of 7,500 keywords were collected through online services provided by Naver, Daum, and Google, and the final 60 keywords were selected, which were highly related to supervisor’s Gapjil. The period of collecting keywords related to supervisor’s Gapjil was limited to three years, from April 1, 2019, to March 31, 2022. As a result, first, keywords that are highly related to supervisor’s Gapjil, such as employees, companies, bosses, work, words, reports, verbal abuse, damage, suicide, etc., were collected. Second, through CONCOR analysis, two major groups, five Surrounding groups, and seven groups were formed.

소셜 빅데이터 분석을 통한 경북관광 인식 연구

한장헌,조윤희 재단법인 대구경북연구원 2018 대구경북연구 Vol.17 No.2

The purpose of this study is to look at the perceptions of tourist to visit gyeongbuk. This study utilizes a social big data analysis methods. Internet media data collected from August 1, 2016 to July 31, 2018 in Naver, Duam and Google. The data were gathered and Text mining by Krkwic, Textom program. Ucinet program was to visualize the social network between words connected to the keyword. As a results, first, keywords recognized by tourists such as ‘tourism organization’, ‘tour’, ‘course’, ‘culture’, ‘uljin’, ‘gyeongju’, ‘area’, ‘goryeong’, ‘recommendation’, ‘daegu’, ‘mountain climbing’, ‘location’, ‘rant’, ‘pohang’, ‘city’, ‘yeongdeok’ were extracted. Second, as the result of CONCOR group analysis, totally 5 groups were formed. The social network analysis studies discussed the implication of gyeongbuk tourism policy/ development/ strategies. 본 연구는 인터넷 미디어 상의 빅데이터를 활용하여 경북관광에 대한 인식을 규명하기 위해 진행되었다. 연구를 진행하기 위해 소셜 빅데이터 분석을 적용하였으며, 인터넷 미디어(네이버, 다음, 구글)의 데이터는 2016년 8월 1일부터 2018년 7월 31일까지 기간에 한정하여 수집하였다. 데이터를 수집하고, 텍스트 마이닝을 진행하는데 Krkwic와 Textom 프로그램을 사용하였다. 키워드들 사이에 소셜 네트워크 시각화를 위하여 Ucinet 프로그램을 적용하였다. 분석결과, 첫째, ‘관광공사’, ‘여행’, ‘코스’, ‘문화’, ‘울진’, ‘경주’, ‘지역’, ‘고령’, ‘추천’, ‘대구’, ‘산행’, ‘위치’, ‘임대’, ‘포항’, ‘도시’, ‘영덕’ 등의 키워드들이 관광객들의 인식에서 도출되었다. 둘째, CONCOR 분석 결과, 총 5개의 군집으로 구분되었다. 소셜 네트워크 분석을 바탕으로 경북관광에 대한 정책, 개발, 전략에 대해 결론부분에서 논의하였다.

소셜 빅데이터 분석을 활용한 여수관광 인식 및 관광활성화 방안에 관한 연구

한장헌,서헌 (사)한국관광레저학회 2019 관광레저연구 Vol.31 No.7

The purpose of study was to develop the activation plans of Yeosu tourism and perception of Yeosu tourist’s by social big data. Naver, Daum and Goggle were collected as analysis social channels. The 3,740 words were extracted as through social network analysis with a keyword of ‘Yeosu tourism’ for social big data research. The period was limited for 3 years from January 1, 2016 to December 31, 2018. The data was text mined by Textom and Krkwic program for social network analysis, UCINET was used to visualize the network between words linked to the keyword. As a result, first, various keywords recognized by Yeosu tourists such as ‘tour’, ‘news’, ‘participation’, ‘nationwide’, ‘mountain’, ‘odongdo’, ‘seaside’, ‘rally’, ‘suncheon’, ‘famous restaurant’, ‘hyangilam’, ‘sea’, ‘cable-car’, ‘rode’, ‘street‘, ’course‘ were extracted. Second, as the result of CONCOR group analysis, totally 6 big groups were formed. The social network analysis studies discussed the implication of Yeosu tourism development and activation strategies.

관광 빅데이터 분석을 활용한 보령머드축제 관련 동향 탐색 연구

한장헌 (사)디지털산업정보학회 2023 디지털산업정보학회논문지 Vol.19 No.3

Boryeong Mud Festival has become a representative local festival that both domestic and foreign tourists can enjoy together. In addition, it is one of the usual hands-on marine festivals in Korea that can be enjoyed with one mind at the Boryeong Mud Festival, regardless of race, age, and language. This study explored the overall perception and trends of the Boryeong Mud Festival using big data extracted online from the Boryeong Mud Festival. First, keywords such as Chungnam, hosting, summer, reporter, experience, opening ceremony, performance, operation, news, tourist, opening, event, and festival were frequently exposed online. Second, due to centrality analysis, the centrality of festival experience programs and performances, opening ceremonies, and Boryeong mayor was high. Third, due to the CONCOR analysis, five clusters of meaningful keywords related to the Boryeong Mud Festival were formed.