제주도축제에 대한 인식 변화와 주최자 유형별 개선방안 연구: 소셜빅데이터 분석을 중심으로
A Study on Changing Perceptions of Jeju Island Festivals and Improvement Measures by Organizer Type: Focusing on Social Big Data Analysis
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Abstract
This study aimed to identify festivals held on Jeju Island and analyze changes in perceptions based on the type of host. Big data analysis was conducted using information posted on social media about Jeju Island festivals before, during, and after the COVID-19 pandemic. The analysis revealed an increase in corporate-led tourism festivals featuring flower-themed natural farms, and a shift from large-scale festivals to decentralized, experiential, and nature-friendly festivals. This shift suggests the need for differentiated strategies that consider the type of host and the characteristics of the festivals.