농어촌 공유숙박 리뷰에 관한 다층적 분석: 공간, 시간, 감성의 관점에서

Abstract

Rural and coastal regions in South Korea face growing sustainability challenges from population decline, aging, and vacant housing. Airbnb’s detached accommodations have become a key means of revitalizing local economies and regenerating cultural landscapes by turning idle housing into tourism assets. Understanding the detailed needs and emotions of visitors is essential for sustaining rural tourism vitality and maximizing these regional benefits. Despite Airbnb’s rising importance especially after COVID-19 increased demand for contact-free lodging most prior studies have focused on metropolitan areas, offering limited insights into rural contexts. This study applies text mining to Airbnb reviews from rural (Sancheong, Hamyang, Hadong) and coastal (Namhae) regions of Gyeongnam Province from February 2020 to May 2025. The analysis reveals that during the pandemic, rural visitors emphasized spatial satisfaction and SNS sharing, while coastal visitors valued scenic experiences. After the pandemic, priorities shifted toward host satisfaction, cleanliness, and visual appeal, with hygiene issues remaining the core negative concern. Academically, this study expands the literature on sharing accommodation by bridging spatial, emotional, and temporal perspectives, offering a multidimensional understanding of rural and coastal Airbnb experiences. It further demonstrates how sentiment-based text analytics can serve as an empirical tool for linking tourism behavior with regional sustainability.