장소성 기반 로컬 상업공간의 입지유형 분석- 춘천시 카페의 공간 변수와 리뷰 텍스트 결합을 중심으로 -

초록

This study explores the multi-dimensional location typologies of local commercial spaces by combining GIS-based spatial variables with review-based experience values, focusing on cafes in Chuncheon, South Korea. Rather than rejecting traditional accessibility-based location theories, the study seeks to provide a complementary perspective by incorporating placenessoriented experience data into the analysis of emerging local commercial patterns. A total of 222 non-franchise cafes with 50 or more valid online reviews were analyzed. Physical spatial variables, including altitude, distance to water bodies, vehicle travel time, parking capacity, and nearby cafe density, were quantified using GIS and integrated with five dimensions of review-based experience values derived through text mining. A K-Means clustering analysis classified the cafes into three distinct location typologies. The results show that the “Independent/View-specialized” type formed a purpose-driven location pattern through strong visual and natural amenities despite relatively poor accessibility, while the “Urban/Designspecialized” type differentiated itself within a highly competitive urban environment through strong aesthetic and spatial images. Supplementary analyses using exposure-adjusted monthly and recent-year review indicators showed that the view/nature-specialized type maintained the highest level of online review activity. However, this finding is interpreted as an exploratory association rather than causal evidence that placeness offsets accessibility disadvantages. These findings imply that semantic experience data can serve as a useful complementary dimension in future commercial location analysis and proptech-based analytics.

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