Journal of the Korean Applied Science and Technology (한국응용과학기술학회지)

The Korean Society of Applied Science and Technology (한국응용과학기술학회)
권호 표지
DOI QR코드

DOI QR Code

A Study on the Golf Course Selection Attributes, Revisit and Recommendation Intention of Chinese Golfer by IPA

IPA기법을 이용한 중국인 골프장 이용객의 골프장 선택속성과 재방문 및 추천의도에 관한 연구

  • Sang Lim (Department of Golf, Graduate school, Hoseo University) ;
  • Sang-Woo Cho (Department of Golf industry, Hoseo University)
  • 임상 (호서대학교 일반대학원 골프학과) ;
  • 조상우 (호서대학교 골프산업학과)
  • Received : 2023.07.25
  • Accepted : 2023.08.18
  • Published : 2023.08.31
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study is to investigate the effect on the revisit intention and recommendation intention on the golf course selection attribute factors of Chinese golf course users using IPA. In order to carry out this study, a survey was conducted on 388 Chinese golfers, data processing and IPA analysis were conducted, and the following conclusions were obtained. First, the importance of the selection attribute was the highest in employee etiquette, and the price of restaurants and food and beverage was the highest in satisfaction. Second, as a result of the IPA matrix analysis, there were 8 selection attributes for continuous maintenance, 14 for concentration improvement, 5 for low priority, and 3 for excessive effort avoidance. Third, cost, accessibility, course facilities, auxiliary facilities, caddy expertise, and satisfaction with user management were found to affect both revisit and recommendation intentions. Since this study was limited to Chinese golfers, there may be differences in comparing the results with previous studies conducted in other countries on golf culture. Therefore, studies considering cultural diversity should be conducted in the future.

본 연구는 IPA 기법을 이용하여 중국인 골프장 이용객의 골프장 선택속성 요인에 대한 재방문의도 및 추천의도에 미치는 영향을 규명하는데 목적이 있다. 본 연구를 수행하고자 중국인 골프장 이용객 388명을 대상으로 설문조사를 실시하여 자료처리 및 IPA 분석을 실시한 결과, 다음과 같은 결론을 얻었다. 첫째 선택속성의 중요도는 직원 예절, 만족도는 식당 및 식음료 가격이 가장 높게 나타났다. 둘째, IPA 매트릭스 분석 결과, 지속유지에는 8개, 집중개선은 14개, 낮은 우선순위는 5개, 과잉노력지양은 3개의 선택속성이 분포하였다. 셋째 비용, 접근성, 코스시설, 부대시설, 캐디 전문성, 이용객 관리의 만족도가 재방문과 추천 의도에 모두 영향을 미치는 것으로 나타났다. 본 연구는 중국인 골프장 이용객으로 한정하였기 때문에 골프문화가 다른 국가에서 연구된 선행연구와는 그 결과를 비교하는데 있어 차이가 있을 수 있기 때문에 문화의 다양성을 고려한 연구들이 향후에 진행되어야 할 것이다.

Keywords

References

  1. X. X. Pei. "The development strategy of my country's fitness and leisure industry under the national fitness strategy". Scientific Development. Vol.11, pp. 90-96, (2021). 
  2. J. J. Zhang. Research on Marketing Strategy of Beijing Tian'an Holiday Golf Club. Master's thesis, Graduate School of Beijing Sport University, (2019). 
  3. L. B. Han. Golf Club Operation and Management. Beijing: Tourism Education Press, (2012). 
  4. K. X. Wu, T. J, Yuan. "Analysis on Sustainable Development of Golf Industry in China". Special Economic Zone, Vol.9, pp. 136-137, (2004). 
  5. Y. C. Kim. A study on positioning through selective attributes of the food serviece industry : focusing the western styled franchise family restaurants. Doctoral's thesis, Graduate school of KyongGi University, (2002). 
  6. G. C. Choi. "The Influences of sports facility Customer's Satisfaction and Behavioral Intentions for Service Quality". Korean journal of physical education, Vol.41, No.1 pp. 235-246, (2002). 
  7. Q. Zhou, X. K. Li. "An Empirical Study on the Impact of Fitness Club Users' Perceived Service Quality on Utilization Satisfaction and Behavior Intention". Journal of Wuhan Institute of Physical Education, Vol.45, No.6 pp. 45-51, (2011). 
  8. R. L. Oliver. Satisfaction; A Bechavioral Rerspective on the Customer. NY; McGraw-Hill Compantive, (1997). 
  9. W. E. Hammitt, M. D. Bixler, P. Francis. "Going beyond Important Performance Analysis to Analyze the Observance-Influence of Park Impact". Journal of Park and Recreation Administration, Vol.14, No.1 pp. 45-62, (1996). 
  10. Y. Qu. Research on Golf Club Service Quality and Consumer Loyalty. Shanghai Institute of Physical Education, (2018). 
  11. H. Fang. "The impact of hotel staff's personal image on customer satisfaction and revisit intention: A case study of five-star hotels in Sanya". International Public Relations, Vol.4, pp. 117-118, (2019). 
  12. H. K. Cho. The relationships among selective attribution, perceived value, consumer satisfaction and revisit intention of the golf courses. Master's thesis, Graduate School of HanYang University, (2012). 
  13. H. J. Park. A study on the importance-satisfaction about service attribute of golf country-club. Master's thesis, Graduate school of JeJu University, (2010). 
  14. J. W. Choi. A Study on the Effect of the Customers' Selective Attribution of the Golf Courses on the Satisfaction and Loyalty. Master's thesis, Graduate school of KyungHee University, (2009). 
  15. Y. D. Choi. Effects of golf tour customers attribute selection on service quality of a golf club, customer satisfaction, and repurchase behaviors. Doctoral's thesis, Graduate school of KyungHee University, (2008). 
  16. S. K. Song. Importance-Performance analysis of attribute assessment for golf course. Master's thesis, Graduate school of KyungHee University, (2012). 
  17. W. M. Kwon. A Study on Golf Course Users' Customer Satisfaction. Master's thesis, Graduate school of Silla University, (2003). 
  18. B. J. Noh. Course customers' satisfaction an reuse study on the factors affecting. Doctoral's thesis, Graduate school of HoSeo University, (2012). 
  19. S. Y. Kim. The effects of the selection attribute of golf course on customer satisfaction and reselection intention. Master's thesis, Graduate school of KyungHee University, (2013). 
  20. J. C. Nunnally, I. H. Bernstein. Psychometric Theory(McGraw-Hill Series in Psychology). NY; McGraw-Hill, (1994). 
  21. J. H. Lee. An analysis on purchase decision route of amateur golf sponsorship. Master's thesis, Graduate school of ChungAng University, (2009). 
  22. M. W. Kwon. Effects of importance and satisfaction for service quality of golf course on behavioral intention. Master's thesis, Graduate school of JeJu University, (2007). 
  23. C. R. Duke, M. A. Persia. "Performance-importance analysis of escorted tour evaluations". Journal of Travel & Tourism Marketing, Vol.5, No.3 pp. 207-223, (1996). 
  24. S. G. Kim. Influence of the Service of Golf Course Caddies' on Customers' Satisfaction and Post Purchase Behavior. Master's thesis, Graduate school of DanKook University, (2002). 
  25. S. G. Ryu. A study on the factors influencing the satisfaction of golf course. Master's thesis, Graduate school of HanNam University, (1998). 
  26. C. H. Ryu(2007). A Study of the Core Factors Influencing the Golfer Satisfaction with Golf Courses in Korea. Doctoral's thesis, Graduate school of SungKyunKwan University, (2007). 
  27. Y. J. Kim. The Influence of selection attributes on customer satisfaction and purchase behavior in golf country club. Master's thesis, Graduate school of Yongin University, (2011).