소셜네트워킹을 활용한 부산의 축제, 전시, 이벤트의 구성요소와 지각된 가치 연구

Abstract

The tourism industry is seeking many changes in the crisis that has come since COVID-19. As a result, festivals, exhibitions, and events in Busan are also trying to change, but as the crisis faced without specific plans is prolonged, it does not reflect changes after COVID-19. Therefore, the purpose of this study is to enhance festivals, exhibitions, and events in Busan in the future by comparing and analyzing the perceived values of festivals, exhibitions, and events in Busan before and after COVID-19 using social networking. Data crawling was executed from January 1, 2019 to December 31, 2019, before the outbreak of COVID-19, and from September 1, 2020 to August 31, 2021, by dividing it into post-COVID-19 periods, and big data was collected for Naver, Daum, and Google. Keywords were refined, derived, and analyzed using TEXTOM and UCINET-6 as tools, and visualized using the NetDraw function. As a result of the analysis, it was confirmed that the frequency of noun texts before and after COVID-19 was different, and that new text elements such as "Corona", "Online," and "Ontact" were prominent in all festivals, exhibitions, and events. Regardless of the period, Haeundae and BEXCO appeared frequently in all keywords such as festivals, exhibitions, and events. Since the adjective data were relatively small, it was somewhat difficult to grasp the large change in perceived value before and after COVID-19. Overall, positive keywords such as "beautiful" and "good" have decreased since COVID-19, but the image of festivals, exhibitions, and events has been positive. There was a difference in the form of festivals and events that were held in response after the outbreak of COVID-19, and generally positive responses or perceived values of participants were not unconditionally positive. In the case of exhibitions, there were few changes in the operation method before and after COVID-19, so the results of the change in response type were similar to before. Through this, it was possible to grasp the components and perceived value of Busan's festivals, exhibitions, and events that have changed since COVID-19, and to examine the differences and similarities before and after COVID-19.