해외 골프 참여동기가 선택만족 및 참여행동에 미치는 영향

Abstract

This study is designed to provide basic data that would be of strategic help for ultimate guidelines required for the management of domestic golf course business and its innovation, by analyzing the influence that the amateur golfer`s objectives in golf trips abroad have with satisfaction with overseas golf course selection and participation. To achieve the goal of this study, SPSS 18.0 program was used to conduct frequency analysis, credibility and correlation analysis, and AMOS 20.0 was employed to perform the final analysis and, for the verification of the research hypothesis, structural equation analysis and path analysis, thereby producing the following results. First, the amateur golfer`s personal values and family environment exercised positive influence, whereas the surrounding environment had negative influence on satisfaction with the selected golf course. Second, the amateur golfer`s natural environment and sense of novelty exercised positive influence on the satisfaction with the selected golf course. Third, the amateur golfer`s personal values and sense of novelty exercised positive influence on his or her return to the golf courses. Fourth, the amateur golfer`s satisfaction with golf course selection and the word-of-mouth(WOM) intent. In sum, it is positive influence on the growth of the domestic golf range business requires strategic market-ing that considers the characteristics of golfers going on golf trips abroad as well as a new business mind that would turn a golf course into a place which golfers want to return to.