프로골프대회 관람요인과 관람객의 관계의 질, 충성도, 관람행동의도의 구조적 관계

Abstract

Purpose: The purpose of this study is to analyze the spectating factor of women’s professional golf tournaments and to investigate the causal relationship among spectating factors, quality of relationship, and loyalty identified as factors influencing spectating behavior.BR Method: This study was conducted using questionnaires for 427 adults with experience in spectating the Women’s Professional Golf Association (KLPGA). This study performed frequency analysis, reliability analysis, confirmatory factor analysis, t-test, one-way ANOVA, correlation analysis, and structural equation modeling analysis.BR Results: 1) It was found that the spectating factors of golf competitions had a significant effect on the quality of the relationship perceived by visitors. 2) It was found that the spectating factors of golf competitions did not significantly affect the loyalty of visitors. 3) It was found that the spectating factors of golf competitions did not significantly affect the spectating behavior intention of visitors. 4) It was found that the quality of the relationship perceived by golf tournament visitors had a significant effect on loyalty. 5) It was found that the quality of the relationship perceived by golf tournament visitors had a significant effect on the spectating behavior intention. 6) It was found that the loyalty of golf tournament visitors had a significant effect on the spectating behavior intention.BR Conclusion: In summary, the factors inducing spectating of golf competitions form a solid relationship between golf competitions and visitors, and the formation of these relationships strengthens the loyalty of visitors and promotes spectating behavior.