Comprehensive Analysis of Sports and Leisure Exhibitions - Focused on big data analysis using text mining

This study attempted to more comprehensively interpret how sports and leisure exhibitions are perceived in Korea through big data analysis as part of the consideration for revitalizing the sports leisure industry as well as the domestic exhibition industry. Accordingly, this study employed Textome to analyze big data related to domestic sports and leisure exhibitions appearing on portal sites and social media. The search keyword was'sports and leisure exhibition', and the collection period was set to a total of 5 years from January 1, 2019 to December 31, 2023. Data collection channels included domestic and foreign portal sites such as Naver, Daum, and Google, as well as social media platforms such as Facebook, YouTube, and Twitter. The results are as follows. First, the importance and brand power of the Seoul International Sports & Leisure Industry Exhibition were confirmed. Second, only three exhibitions were found as exhibition title: Seoul International Sports & Leisure Industry Exhibition, Go-Carp, and Gyeonggi International Boat Show. Third, Dong-A Exhibition was confirmed to be the only private exhibition organizer, along with the Korea Sports Promotion Foundation, Korea International Trade Association, COEX, KINTEX, and BEXCO, as hosts and organizers. Fourth, as a result of CONCOR analysis, two central clusters, 'Seoul International Sports & Leisure Industry Exhibition' and 'Various Sports and Leisure Industry Exhibitions in Korea,' and two small clusters, 'Gyeonggi International Boat Show' and 'Exhibition Visit', were identified. Fifth, in the results of the frequency analysis and CONCOR analysis, it was confirmed that there was a lack of data on exhibitors. In conclusion, securing the competitiveness of each exhibitions requires consideration and effort at various levels. Positioning with differentiation from similar exhibitions, targeting of exhibition items, comprehensive promotion of the exhibition venue and title, and the need to expand the role of exhibitors as key players were needed to strengthen the competitiveness of domestic sports and leisure exhibitions.