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

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.