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Abstract
This study analyzed keywords related to golf courses based on social network data in order to use them as data to search for golf course operation strategies in consideration of the consumption patterns that have changed in the era of COVID19. To this end, keywords related to golf courses were collected from media such as Twitter, blogs, communities, Instagram, and news articles. In addition, through the SomeTrend Biz program provided by VAIV company, the following conclusions were drawn by analyzing the trends of golf course keywords before and after COVID19 by media, identification of the structure of related words of golf course keywords, and finally analyzing the emotional words of golf course keywords. First, in terms of the trend of golf course keywords before and after COVID19, the amount of mentioning the keywords was the highest on Instagram both before and after COVID19, and no changes were seen in the amount of keyword mention in other media except Twitter before COVID19. Second, in the structure of related words of golf course keywords before and after COVID19, keywords such as rounding, course, golf stargram, facilities, and travel were shown, and there was no significant difference except that natural keywords were derived from related attributes after COVID19. Third, the ratio of positive emotional words in the golf course keywords before and after COVID19 was relatively high, but in negative emotional words, the keywords such as voicing phishing, suspicion, and stagnation were derived compared to before COVID19. Thus, considering the keywords related to the golf course, the keywords derivation before and after COVID19 showed a similar pattern, so it will not cause a big problem even if the same golf course operation strategy is sought as before Covid-19. In other words, a final conclusion was drawn that the golf course operators should actively use Instagram as a marketing medium and focus on rounding, courses, facilities, etc. to instill a positive image of the golf course in users.
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