earticle

영어

This study aims to analyze tourists' emotions related to palace tourism using big data-based sentiment analysis and to derive the current status and improvement measures for palace tourism. By utilizing SNS data collected from October 2023 to October 2024, positive, negative, and neutral sentiments were analyzed, and key keywords and sentiment factors were identified. The analysis results revealed that positive sentiments accounted for a higher proportion than negative ones, indicating that experiences such as traditional cultural activities, understanding historical value, and nighttime tours contributed to high tourist satisfaction and intentions to revisit. In particular, tourists were found to have positive experiences through activities like wearing traditional Korean hanbok, appreciating traditional architecture, and enjoying nighttime palace tours. On the other hand, negative sentiments stemmed from inadequate tourism services, poor facility management, and crowded environments, which were analyzed as factors that could reduce tourist satisfaction. Accordingly, this study proposes practical improvement measures, such as enhancing the quality of tourism services, strengthening maintenance systems, developing diverse experiential content, and implementing marketing strategies that involve tourists. This study provides a foundational resource for diagnosing the value of palace tourism based on tourist sentiments and for promoting sustainable development in the sector.