텍스트 마이닝 분석을 활용한 코로나바이러스 대유행 이후의 골프산업 인식 연구

Abstract

This study aimed to analyze the consumption trend of participants in the golf industry at a time when social quarantine rules were eased after the declaration of the end of the coronavirus, using data mining analysis techniques. Based on Textom, a software for analysis, online data was collected by putting “golf” and “consumption” as keywords within the period of about 10 months from September 26, 2022 to July 10, 2023. As a result, four types were revealed: (a) rational consumption (benefit, content, discount, golf practice range, premium, rational, diverse, service, customer), (b) personal value consumption (golfwear, rising, brand, fashion), (c) participation consumption (price, purchase, market, domestic, golf course, golf product, consumer) and (d) change consumption (consumption, time, sales, generation, exercise, tennis, game, money, and luxury). The fact that the golf industry has experienced an unexpected boom due to the coronavirus is now facing another change with the end of the virus. It is hoped that the results of the research could be used as important data to respond to such rapid changes and to understand changes in the perception of golf industry participants.