The purpose of this study is to derive landscape image characteristics of “Insadong-gil” using text mining analysis of big data. Keywords were collected and analyzed through blogs and cafes containing “Insadong-gil” on domestic portal sites Naver and Daum as basic data for research purposes. As a result, 28 landscape image characteristic keywords related to “Insadong-gil” were derived, and the correlation of the extracted keywords was examined to analyze landscape image characteristics. The results of the landscape image characteristics of Insadong-gil are as follows: First, Insadong-gil is recognized as a street of diverse cultures, including “traditional culture” and a “clean street” reputation. Second, we see that “couples” and “tourists” visit for activities such as a “picnic”, “date”, or “travel”. Couples are able to take “photos” and foreign tourists visit to enjoy the hanbok experience on Insadong-gil. Third, the purpose of visiting Insadong-gil includes keywords for activities such as “picnic”, and “walking”, but cultural activities such as exhibitions, performances, and experiences appeared less. Therefore, it is deemed necessary to continuously plan and implement marketplaces, festivals, and events on Insadong-gil as supplements; and create a cultural space visitors can actively approach with familiarity.

The purpose of this study is to analyze the landscape image of the Seoul City Wall, focusing on the external restoration without paying attention to the landscape. To derive the results, data were collected from a domestic portal site and the original text of documents and used as the basic data for the study. As a result, 21 landscape image keywords related to the “Naksan course” were derived, and the correlation of the extracted keywords was analyzed. First, the landscape image of the Naksan section does not mean the characteristics of the place, but rather how it has been perceived as a physical element of the city for about 600 years. Second, the landscape image of the Naksan section can be divided into positive and negative images according to people’s reasons for visiting. Visitors pursuing a positive physical activity had a positive image, while those pursuing a passive activity had a negative image. Third, there is a need for a variety of landscape elements that can bring out the emotions of the visitors, because landscape images are derived in various ways. In this study, the Naksan section was the sole focus, and landscape image studies of the other sections are still ongoing, so visitors need to understand the landscape image needed for the Seoul City Wall and discuss the direction it should go. In addition, technical studies should be conducted to make up for the limitations of the text mining method used here to derive the results.