해외 골프관광의 지각된 가치와 행동의도 간의 인과관계 - 여가제약 조절효과 중심으로

Abstract

Recently, sport tourism has been one of the most attractive industries to the public regardless of language, race, and culture, on the strength of development of communicative means. Among various sports industry, golf has caught public attention. Golf is said to be the favoured sport in that we can play in grassy grassland full of fresh air out of the center of the city. Besides, Korean professional golfers have been extending their golf career abroad, thus, golf has gained in popularity over recent years. Golf used to be a symbol of fancy sport only for the upper class. Recently, however, everyone, regardless of gender and income level, is enjoying golf. Golf is an active sport, in that everyone can easily participate in enjoying the fresh air with relaxation. So far, research relating to golf has focused on the point of present condition, motivation, how to expand the golf industry, satisfaction, revisiting the playground, and business administration. Especially business administration aspect has been considered significantly important. Furthermore, the perspective of social psychology is the core point in comprehending the golf industry. For instance, we face psychological problems, the financial problem, and the lack of time. These elements have influence on taking part in golf. Hence, to encourage the interest of golf, it is crucial to solve these hindrances. This research closely examined the relation of perceived value and behavioral intention of overseas golf tourists’ sports club and verified the moderator effect of leisure. For this, data was collected from 211 golfers who have been abroad for golf tour. Simple regression and hierarchical regression analysis were performed to analyze the collected data using SPSS 18.0 program. The following are the results form of the study. First, perceived value had significant effect on behavioral intention of overseas golf tourists. Second, controlling leisure moderator effect had partial significant effect on their behavior. In particularly, between perceived value generated by overseas golf and behavioral intention exists a causal relationship. The interpersonal effect of the activity had moderator effect, and interpersonal and structural constraints had no moderator effect.