청소년 골프선수들의 골프아카데미 소비인식에 대한 CIT 분석연구

Abstract

Purpose: The purpose of this study is to identify key words related to positive and negative experiences of consumers in the education service of the golf academy and to utilize them as a service resource that the golf academy should provide in the future. Method: The method of research was CIT analysis. The target of the study was 50 junior members of the Golf Academy in three major locations in the Seoul metropolitan area. Data collection was for questionnaires and in-depth interviews with 20 people. Data analysis was carried out in four stages using the categorization method presented by Hoffman (1995). Results: In result, the negative perception of the consumption (utilization) experience of golf academies was classified into the top four categories in the total 17 subcategories and 11 upper. The positive perception was divided into 14 sub-categories, 11 higher-level categories, and four top-level categories. Conclusion: In conclusion, the important factors in the future consumption (utilization) patterns of golf academies are the mapping style of professionals, image building of trust and environment. Youth is a sensitive time, so guidance style needs to be very careful. Communication is important to keep up with the level of youth players. Instead of strong charismatic style, we need a managed style that helps them solve problems on their own. Finally, it is important to secure an image of a leader of trust by establishing a consistent and systematic management system with external environmental factors such as short game venues and rounding conditions.