Abstract
The present study purported to investigate the effects of golf tourists’ evaluation on the characteristics of golf-tour areas on revisit intention thorough multi-dimensional perceived values. In order to achieve the research purpose, we collected 367(97.0%) questionnaires from amateur golfers with at least one domestic golf tourism experience at three golf shooting ranges located in Seoul and Kyonggi provinces. We performed several statistical analyses including a descriptive analysis, a confirmatory factor analysis, Pearson’s correlation analysis, and a structural equation modeling(SEM) analysis. The followings are the results of the current study. First, the path coefficients between golf tourists’ perceived selection factors and both perceived functional value as well as emotional value were found to be statistically significant. Second, the path coefficients between both functional value as well as emotional value and revisit intention were found to be statistically significant. Therefore, domestic golf tourism businesses need to develop effective marketing strategies by considering the selection factors and perceived values to create customer loyalty in terms of revisit intention. The author also provides managerial implications and future research directions.
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