A Study on Perception and Sentiment Analysis of Jeju Traditional Markets Using Social Big Data

Purpose: This study comprehensively analyzed the perception of traditional markets by using big data from Jeju traditional markets in online spaces to identify the immediate and natural cognitive characteristics and emotional states of respondents, and presented implications for the current status of Jeju traditional markets and revitalization of traditional markets.Research design, data, and methodology: The data collection for this study utilized ‘TEXTOM’, a representative solution for big data analysis. This study set the period from August 14, 2023 to August 13, 2024, and extracted data from documents containing both the words ‘traditional market-Jeju region’ and ‘Jeju region’ using the operator ‘+’ as the keyword. The collection channels f or the extracted original data utili zed major domestic portal sites such as Naver and Daum.Results: First, the TF-IDF analysis results showed that keywords corresponding to shopping elements such as ‘container’, ‘packaging’, ‘gift certificate’, and ‘refund’ and policy elements such as ‘Tamneun Jeon’ and ‘Onnuri’ were derived at the top. Second, the semantic network analysis showed that Jeju traditional markets were structured into local seafood, support policies, sales promotion, and infrastructure/culture. Third, As a result of sentiment analysis, Jeju Traditional Market showed a much higher positive sentiment (92.8%) than negative sentiment (7.19%).Implications: Jeju traditional markets are recognized as comprehensive experience places that meet consumers’ expectations for not only shopping but also emotional and cultural expectations. Therefore, the value of the market should be increased through policies and systems that meet the expectations of consumers and merchants, operating methods that can increase consumer satisfaction, and linking cultural content that combines traditional elements and modern sensibilities.