An Empirical Study of the Behaviors of Korean Golf Travelers Based on the Choice Attributes of Golf Courses in Southeast Asia

Abstract

The purpose of this study was to understand customer behavior among Korean golf travelers based on the choice attributes of golf courses in Southeast Asia. This study was based on Creswell and Clark’s triangulation design, a mixed-methods research framework that compares the results of quantitative and qualitative investigations. The results of the quantitative study were as follows. ‘H1. Golf course choice attributes will have a positive effect on customer satisfaction’ was partially accepted. Among choice attributes, course management, price, operations management, and lodgings had an effect on customer satisfaction. ‘H2. Customer satisfaction will have a positive effect on intention to revisit’ was accepted. ‘H3. Customer satisfaction will have a mediation effect on the relationship between intention to revisit, and golf course choice attributes’ was partially accepted. Among choice attributes, customer satisfaction only showed a mediating effect in the relationship of intention to revisit with course management and price. The novelty of this study is that we performed mixed-methods research, which has not been carried out in previous studies. Furthermore, we conducted in-depth interviews only with golfers who visited courses in South Asia, selected based on their duration and purpose of the visit. The results of the qualitative study were compared with those of the quantitative study to provide empirical evidence that can be used to help domestic golf travel industry and golf courses in Southeast Asia.

A cross-country comparison of Malaysia, Thailand and Indonesia golf tourism experience: a perceptual experience of Malaysian golfers

“…We found that the availability and condition of golf club amenities play a pivotal role for these golfers, significantly impacting their overall experience and the club's revenue generation. At the same time, major amenities such as the golf course and clubhouse are indeed crucial (Cham et al ., 2021; Lee and Lee, 2022; López-Bonilla et al ., 2019; Portugal et al ., 2020; Song et al ., 2021; Thanh et al ., 2021; Zhang et al ., 2022). As evidence, some golfers noted that lockers in Thailand and Indonesia were consistently well-maintained, aesthetically pleasing and smelled pleasant, factors that contributed to their overall positive impression and intention to return (Brown et al ., 2017; Brey and Meitner, 2022; Kang et al ., 2022; Kim, 2020; Kwon et al ., 2021).…”

“…On the supplier side, Malaysia, Indonesia and Thailand offer a diverse golf tourism industry with strengths in championship-calibre courses, stunning natural landscapes and a well-developed infrastructure (Lee and Lee, 2022). They can provide high-quality golf facilities, a stable political environment and a multicultural appeal (Jeong, 2023).…”

“…As a result, the number of golf courses in Southeast Asia is mushrooming, with Thailand leading with over 250 courses, Indonesia (69 courses) and over 200 golf courses in Malaysia alone (Golfsavers, 2022). Hence, sport management professionals need to understand the economic impact and potential of golf tourism in order to capitalise on this lucrative market (Cham et al ., 2021; Lee and Lee, 2022; López-Bonilla et al ., 2019; Portugal et al ., 2020; Song et al ., 2021; Thanh et al ., 2021; Zhang et al ., 2022). As such, the ECT provides a structured framework to assess whether these expectations are met and how they influence satisfaction in the golf tourism context.…”

“…Golf tourism falls under the broader umbrella of sports tourism. Hence, understanding the behaviour, preferences and expectations of golf tourists is crucial for tourism destination stakeholders to understand the needs and expectations of golf tourists (Cham et al ., 2021; Lee and Lee, 2022), thereby remaining competitive and encouraging repeat visits. Besides, golf enthusiasts have specific criteria they look for in their ideal golfing getaway; hence, this study presents significant business opportunities for sport management professionals (Portugal et al ., 2020; Song et al ., 2021; Thanh et al ., 2021; Zhang et al ., 2022).…”

The Relationship between MZ Generation Screen Golf Participants’ Participation Motivation, Self-Esteem, and Psychological Happiness

“…Golf rapidly became popular in Korea in the 1990s, and the number of golf courses increased [ 7 ], and the number of people who play golf significantly increased. However, several obstacles prevented its popularization [ 8 ]. Green fees rose above the inflation rate over the years, holding back the popularization of golf due to travel time and accessibility issues with golf courses [ 9 ].…”