Airbnb 리뷰에 관한 문장 단위별 감성 기반 토픽 분석: 경상남도 상권 공간 불균형 진단과 지역 활성화 방안 제시

초록

To facilitate sustainable economic revitalization in non-metropolitan regions, policy priorities must shift from merely increasing population inflows to fostering active local commercial districts. Conventional analyses of commercial areas have predominantly relied on quantitative indicators such as foot traffic and sales volume, often overlooking emotional trajectories and qualitative feedback embedded in consumers’ lodging experiences. This study introduces an integrated diagnostic framework that combines spatial analysis of commercial zones with sentence-level sentiment analysis, focusing on Changwon and Geoje in Gyeongsangnam-do, South Korea. Using GeoPandas, DBSCAN, and Kernel Density Estimation (KDE), we visualized the spatial configuration of commercial areas and lodging density. To capture fine-grained sentiment patterns, a custom-built Korean sentence segmentation tool and a KcELECTRA-based sentiment classifier were applied to Airbnb reviews. We then employed BERTopic to extract region-specific sentiment themes, which were subsequently mapped onto spatial data to reveal sentiment flows across different commercial contexts. The results indicate that Changwon is associated with function-driven sentiments such as accessibility and service convenience, whereas Geoje demonstrates emotionally driven sentiments focused on nature and relaxation. The spatial distribution of these sentiment clusters varied significantly according to commercial structure and accommodation density. Furthermore, differences across commercial districts were evident not only in the determinants of satisfaction but also in the types and contextual drivers of dissatisfaction, indicating that these insights can be leveraged to develop differentiated, region-specific marketing strategies. By integrating spatial analytics with consumer sentiment, this study provides actionable insights for developing localized commercial revitalization strategies and addressing structural spatial disparities across regions.

키워드