Despite the unique characteristics of urban forests, the motivating factors of urban forest visitors have not been clearly differentiated from other types of the forest resource. This study aims to identify the motivating factors of urban forest visitors, using latent Dirichlet allocation (LDA) topic modeling based on social big data. A total of 57,449 cases of social text data from social blogs containing the keyword “urban forest” were collected from Naver and Daum, the major search engines in South Korea. Then, 17,229 cases were excluded using morpheme analysis and stop word elimination; 40,110 cases were analyzed to identify the motivating factors of urban forest visitors through LDA topic modeling. Seven motivating factors—“Cafe-related Walk”, “Healing Trip”, “Daily Leisure”, “Family Trip”, “Wonderful View”, “Clean Space”, and “Exhibition and Photography”—were extracted; each contained five keywords. This study elucidates the role of forests as a place for healing, leisure, and daily exercise. The results suggest that efforts should be made toward developing various programs regarding the basic functionality of urban forests as a natural resource and a unique place to support a diversity of leisure and cultural activities.

The purpose of this study aims at segmenting the urban forest users’ market by motivation and analyzing the difference in perceived effects of urban forests. Based on a literature review, the study selected seven motivating factors of urban forest users: experiential activity, relaxatin/healing, health management, escape from everday life, daily leisure, affinity toward nature. Data were collected online from 21 to 29 Sepember 2020 with urban forest visitors. We analyzed 878 questionnaires received from those with experience of visiting an urban forest within the previous 24 months. We performed a cluster analysis to classify the subjects according to the characteristics of urban forest utilization, and assigned them to four clusters (rest in nature, family leisure, passive participation, and multiple pursuit). An additional analysis was performed to determine intergroup differences, which revealed differences in perceived benefits and healing effects of urban forests as well as satisfaction. The results of this study provide implications for urban forest operation and strategy setup.