빅데이터 분석을 활용한 골프레슨 인식 변화 연구: 코로나19를 기준으로

초록

This study uses social media big data to compare and analyze golf lesson perceptions of golf consumers who have changed since Corona 19. Data was collected from Jaber and Daum using Textom, and the collection period was from January 1, 2018 to December 31, 2019 before COVID-19, and from January 1, 2020 to April 6, 2022 The period until the day was set as the period after COVID-19. Frequency analysis, TF-IDF, and semantic network analysis and CONCOR analysis were performed based on the refined data results. As a result of the analysis, except for golf lessons, which are search terms, before Corona 19, 'swing', 'recommended', 'pro golfer', 'start', and afterwards 'pro golfer', 'golf academy', 'recommended', 'start' The frequency was the highest, and in TF-IDF, the golf driving range, which was ranked 15th in Corona 19, rose to 11th, and golf lessons, which appeared in 2nd place, rose to 1st, and the beginner, who was 26th, ranked 22nd. It was confirmed that it rose to 24th. As a result of CONCOR analysis, before Corona 19, golf information and equipment information, lesson products, lesson inquiries and facilities, and lesson broadcasting were categorized. After that, it was categorized into golf information and games, lesson products, lesson inquiries and facilities, and social media lesson videos. Unlike before Corona 19, a new lesson form has appeared after Corona 19, and new words such as 'golin' were born due to the influx of the MZ generation, and it was confirmed that the influx of golfers starting golf for the first time increased, and the changing environment and , it was confirmed that the influence of social media was greater as the age group decreased. On the other hand, it can be inferred that the most basic form of golf information that can be obtained through existing media or media has decreased.

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