소셜 미디어 빅데이터를 활용한 호캉스(hocance) 현상 분석

• 영문명: An Analysis of the Hocance Phenomenon using Social Media Big Data
• 발행기관: 강원대학교 경영경제연구소
• 저자명: 최홍열(Hong-Yeol Choi) 박은경(Eun-Kyung Park) 남장현(Jang-Hyeon Nam)
• 간행물 정보: 『아태비즈니스연구』제12권 제2호, 161~174쪽, 전체 14쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2021.06.30

영문 초록

Purpose - The purpose of this study was to examine the recent popular consumption trend, the hocance phenomenon, using social media big data. The study intended to present practical directions and marketing measures for the recovery and growth of the hotel industry after COVID-19 pandemic. Design/methodology/approach - Big data analysis has been used in various fields, and in this study, it was used to understand the hocance phenomenon. For three years from January 1, 2018 to December 31, 2020, we collected text data including the keyword ‘hocance’ from the blog and cafe of NAVER and Daum. TEXTOM and UCINET 6 were used to collect and analyze the data. Findings - According to the results of analysis, the words such as ‘hocance’, ‘hotel’, ‘Seoul’, ‘travel’, ‘swimming pool’, ‘Incheon’, ‘breakfast’, ‘child’ and ‘friend’ were identified with high frequency. The results of CONCOR analysis showed similar results in all three years. It has been confirmed that ‘swimming pool’, ‘breakfast’, ‘child’ and ‘friend’ are important when deciding on the hocance package. Research implications or Originality - The study was differentiated in that it used social media big data instead of traditional research methods. Furthermore, it reflected social phenomena as a consumption trend so there was practical value in establishing marketing strategies for the tourism and hotel industry.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 분석결과

Ⅴ. 결론

키워드

Big Data Analysis Hocance Social Media Staycation