Analysis of Consumer Sentiment in Traditional Market Through Sentiment Information Analysis: Focusing on Seoul’s Gwangjang Market

Unlike previous studies of traditional market activation, this study examines a new approach to understanding the traditional market that has socio-cultural and economic significance. In this study, big data are used to analyze the convergence of non-physical information and physical space, enabling the systematic construction of atypical information created by a large number of people and facilitating the practical implementation of this construction. The study performs an emotional analysis of the consumers’ gaze to clarify the activation factors of the commercial market, which has been received attention via broadcasting and the media since 2010, and reveals that the most important activation factor is related to “specialty clothing.” This emphasizes the necessity of finding an appropriate activation strategy considering that consumers are sympathetic and showpositive emotions in response to contents unique to the market. We expect that the research process proposed and applied in this study can be used as the basic data for harmonized urban space activation plans by building various activation plan systems that consider not only the traditional market but also the application of these plans and regional characteristics.