빅데이터 분석을 통한 코로나바이러스 종식 이후의 골프 산업에 관한 연구: MZ세대를 중심으로

초록

The purpose of this research is to explore the current situation of the golf industry, which is experiencing another change with the end of the COVID-19, and the generation MZ based on keywords through text mining analysis. With one of the text mining softwares, Textom, online text data was collected by inputting "golf" and "MZ" as main keywords within the period from September 16, 2023 to October 30, 2023. As a result, three clusters emerged from the various keywords: (a) change tendencies (exercise, interest, customer, revenue, golf, tennis, popular, diverse, enthusiasm), (b) trend tendencies (premium, brand, design, fashion, golfwear), and (c) participation tendencies (domestic, influx, population, golfers, golf courses, increase, rounds, generation, market, screengolf). By identifying the characteristics of the generation MZ, which has played an important role in the golf industry, the study is expected to serve as an objective source for the golf industry to respond to the market more effectively as it undergoes rapid changes.

키워드