An Examination of the Effects of Perceived Quality, Price-Value and Satisfaction of Golf Tourists' Behavioural Intentions: A Structural Model

Abstract

A conceptual model of golf tourists’ behavioural intentions is developed and tested using data from 1,657 surveys of golfers on Prince Edward Island, a major golfing destination in Canada. The results reveal that no significant and direct relation exists between golf tourists’ perceived quality of performance (quality of the course) and behavioural intentions. While the quality of the golf course influences behavioural intentions, the effect is indirect. It is course quality and level of overall satisfaction, course quality and feelings of having received value for the green fees paid, and price-value resulting in feeling of satisfaction that, combined, positively impact behavioural intentions. The results help clarify the roles of golf course quality, price-value, and overall satisfaction on behavioural intentions, and contribute to a better understanding of the golf tourists’ behaviours on Prince Edward Island. Overall, the findings provide support for the critical causal relationships between the constructs of the proposed model.