The impact of the servicescape of a public golf course on behavioral intention : Focusing on the mediating effect of experiential value

Mo-Hun Kang, Kwon-Hyuk Jeong
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Abstract

This study investigated the relationship between the experiential value and behavioral intention of golf participants through the service landscape of the golf course. A study was conducted on 868 golfers who came to a public golf course located in Yongin, Gyeonggi-do to participate in golf. A questionnaire was used as a research tool, and the data processing method was SPSS 26.0, AMOS 26.0 Ver. Using the program, we conducted regression analysis applying frequency analysis, exploratory factor analysis, confirmatory factor analysis, reliability analysis, descriptive statistics analysis, correlation analysis, multivariate regression analysis, and partial distribution model. As a result, first, the number of visitors to the golf course was Servicescape perception was found to have a partially significant effect on behavioral intention. Second, the servicescape of golf course guests was found to have a significant impact on the experiential value. All sub-factors of servicescape were found to have a significant impact on all sub-factors of experiential value. Third, the experiential value of golf course guests was found to have a significant partial effect on behavioral intention. Fourth, the experiential value was found to partially mediate the influence of the servicescape perceived by golf course guests on behavioral intention. The implication is that the environmental factors felt by golf course visitors should be improved in the mid to long term to improve the course, facilities, environment, service, and value aspects of the golf course and increase the positive image of the golf course. Furthermore, ESG management strategies should be promoted at golf courses to pay attention to the environment by not using chemical products and using grass that grows only from natural groundwater.
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公共高尔夫球场服务逃避对行为意向的影响:基于体验价值的中介效应
本研究通过高尔夫球场的服务景观考察了高尔夫被试的体验价值与行为意向之间的关系。对来到京畿道龙仁市某公共高尔夫球场参加高尔夫运动的868名高尔夫球手进行了调查。采用问卷调查作为研究工具,数据处理方法为SPSS 26.0, AMOS 26.0 Ver。运用程序进行回归分析,运用频率分析、探索性因子分析、验证性因子分析、信度分析、描述性统计分析、相关分析、多元回归分析和偏分布模型。结果表明:第一,到高尔夫球场服务的人数对行为意向有部分显著的影响。第二,发现高尔夫球场客人的服务逃避对体验价值有显著影响。服务逃避的所有子因子对体验价值的所有子因子均有显著影响。第三,发现高尔夫球场客人的体验价值对行为意愿有显著的部分影响。第四,发现体验价值在高尔夫球场客人感知到的服务逃避对行为意向的影响中起到部分中介作用。从中长期来看,高尔夫球场游客感受到的环境因素应该得到改善,从而改善高尔夫球场的球场、设施、环境、服务、价值等方面,提高高尔夫球场的正面形象。此外,高尔夫球场应推广ESG管理战略,不使用化学产品,使用只从天然地下水中生长的草,以关注环境。
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