Applying netnography to analyze customer experience for a study of customer experience management of golf course

The purpose of this study is to analyze customer experiences for golf course customer experience management(CEM) using netnography. To achieve this, a total of 209 user-generated golf course reviews from Naver Blogs and Tistory were collected and analyzed from the golf course information reviews on the Kakao Golf Reservation site. The findings of this study are as follows. First, the analysis identified six main factors of customer experience: accessibility, golf course facilities, golf course course facilities, operational services, personal factors, and golf course satisfaction, with a total of 28 sub-factors. Second, customers reported positive experiences in all six factors. Notably, course landscaping, course turf condition, and green condition were the most positively reviewed aspects of golf course facilities. Third, negative experiences were also observed in all six factors. Among them, the tee box condition and green condition were the most frequently mentioned sources of dissatisfaction.