Analyzing Exhibitions Through Social Media Big Data Discourse - Focused on Mega-show

The Mega Show is a comprehensive mixed exhibition representing Korea, integrating both B2B and B2C platforms. It serves as a venue for showcasing a diverse range of products and services spanning various aspects of consumer lifestyles, including daily necessities, home life, kitchenware, and food. By supporting startups and other businesses in promoting products and facilitating sales, the Mega Show functions as a dynamic platform for active transactions and marketing. Beyond product exhibitions, it addresses the needs of exhibition visitors through experiential events, seminars, and workshops. This study aims to analyze consumer discourse related to the Mega Show using social media big data to uncover emerging trends and provide actionable insights for future exhibitions. The findings are as follows: Keywords such as "KINTEX," "Suwon," "Ilsan," "Paldo Bapsang Fair," "free," "pre-registration," "visit," "travel show," and "parking" highlighted significant consumer interest in exhibition logistics. The centrality analysis revealed that terms like "entrance," "parking," "event," "person," "information," and "booth" exhibited high degree centrality, signifying their importance in consumer experiences. Meanwhile, terms such as "Paldo Bapsang Fair," "Travel Show," and "Honsul Store" demonstrated high closeness centrality, indicating their broader contextual influence on consumer perceptions. The CONCOR analysis identified five thematic clusters within consumer discourse: "visiting information and schedule," "exhibition information and discounts," "food and major reviews," "Suwon Mega Show," and "Paldo Bapsang Fair."