소셜미디어의 나홀로 여행 주요 연관단어 클러스터링 및 중심성: Word2Vec 및 소셜네트워크 분석을 이용하여

초록

The purpose of this study is to analyze the clustering and the centrality keywords related to solo travel at social media. For this purpose, this study selected Instragram hashtag, one of the most popular social media, and use Word2Vec as a new word embedding method for big data analysis, cluster analysis, and social network analysis for centrality analysis of solo travel’s key words. The cluster results of key words of solo travel show that travel destination, social media or online travel community, travel photography, travel motivation are main types of solo travel, and food and beverage, photo, daily recording when travelling and so on have high centrality and influence. These results will be a useful guide for marketing strategies in expanding solo travel market.

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