일반인의 건설업에 대한 이미지 평가 및 개선방안

An Evaluation of the Public Image on Construction Industry and Its Improvement Measures

This study is aimed at offering data for establishing measures to enhance the image of the construction industry with the following methods: analyzing the public perception of the industry and the image improvement activities; conducting a public survey on the industry's image based on 'construction industry's image assessment keywords.' The findings of this study are as follows. First, the overall public perception of the industry was negative. Such negative image was generally formed by broadcasting and newspaper. Second, the construction industry had the following image among the public. In middle, and small categories, the following items had the most negative image respectively: 'working conditions'; 'work environment' (3D tasks). Third, in terms of issues with the current image improvement activities, the following was mentioned by the most number of respondents: 'lack of promotion of the improvement activities towards the public.' Fourth, As for current image improvement activities, the most number of respondents suggested that 'active promotion among the public' was necessary. Based on the findings, this study offers measures to enhance the public perception of the construction industry.