레크리에이션 전문화에 따른 퍼블릭 골프장 선택요인의 중요도 분석 - 컨조인트 분석기법의 적용

Abstract

The purpose of this study was to investigate the relative importance of the factors considered when golfers choose a public golf course. The results of the study with 279 golfers were as follows: First, the most important factor for the choice of a public golf course was green condition, followed by travel distance, greens fee, and reservation availability. Second, the relative importance of the decision factors were examined according to the participants` recreation specialization in golf. More specialized golfers paid more attention to green conditions and travel distance while less specialized golfers cared more about reservation availabilities over travel distance and greens fees. Lastly, correlational analysis and sensitivity analysis were conducted to illustrate the utilities of conjoint analysis. With all of these results in hand, public golf course managers can potentially segment their market and more effectively attract golfers to their facilities.