Abstract

Purpose: This study investigates the seasonal variation of odor components in traditional markets and examines the relationship between measured concentrations and public interest using both field monitoring and Google Trends data. The goal is to provide empirical and social evidence for developing effective odor management policies in urban commercial spaces. Research Design, Data, and Methodology: Field measurements of NH3, H2S, TVOC, and complex odor (D/T) were conducted in four traditional markets in Wonju, Korea, from 2021 to 2025. In parallel, Google Trends data for five related keywords were analyzed to capture patterns of public interest. Time-series analysis identified seasonal and annual trends, one-way ANOVA tested for seasonal differences, PCA determined the main contributors to complex odor, and correlation analysis compared field data with search volumes. Statistical analyses were performed using SPSS, R, and Python visualization tools. Research Results: NH3, and H2S displayed seasonal patterns consistent with search interest, indicating a strong link between environmental conditions and public perception. In contrast, TVOC concentrations increased by over 100% in 2025 without corresponding search interest, reflecting a management gap. Complex odor was consistently measured but rarely searched, revealing a terminology gap between experts and residents. Conclusion: Odor management policies appear effective for NH3, and H2S but insufficient for TVOC. Combining physical measurements with public awareness data offers a multidimensional understanding of urban odor issues and supports the need for tailored, long-term, and communication-sensitive management strategies.