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

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.