Analysis on Cognitive Changes of Gardens between 2014 and 2018 by Big Data of Naver Channel

Abstract

Background and objective: This study analyzed the keywords related to 'garden' based on data in 2014 and 2018, which is before and after the enforcement of the 'Act on the Creation and Furtherance of Arboretums and Gardens' enacted in 2015, in order to identify the behavioral patterns and perception changes of Korean citizens about gardens. Methods: The research scope was limited to Naver Blog, Café, and News created in 2014 and 2018, and a total of 289,214 cases (23,389 from Naver News, 41,721 from Naver Café, 224,104 from Naver Blog) were analyzed using text mining, which is a method of big data analytics. As a result of keyword analysis, the diversity of data and the amount of buzz increased by approximately 9.4% from 138,127 cases in 2014 to 151,087 cases in 2018, proving the change in public perception due to the expanded perception and policy about the scope of gardens. Results: The result of sentiment analysis revealed that, unlike the past in which gardens were merely for tending and decorating, gardens today are undergoing changes in the patterns of use, performing more complicated roles such as taking photographs, dining, having fun, and hanging out. Gardens now coexist with commercial facilities such as restaurants or cafes where people can relax and enjoy sights or food regardless of their sizes or ownerships, which indicates that garden culture is becoming more popular in everyday places. This change is brought by government policies, implying that the nation's legislation and policy support in expanding the garden culture has a significant impact on the patterns of garden use among people today. Conclusion: The analysis results of this study have significance in that they more objectively show the change in citizen perception of gardens in line with the garden culture in Korea that is rapidly spreading. The results can also be effectively used in organizing various garden projects that meet the needs of garden visitors, making plans and developing programs, or managing gardens.