The value of social distancing: A discrete choice experiment to examine golf tourists’ preferences for COVID-19 Safety protocols

This study investigates golf tourists’ preferences for diverse social distancing measures implemented by golf courses during the COVID-19 pandemic using a discrete choice experiment. With a sample of 430 South Korean golfers, this study provides a better understanding of how gender affects their trade-offs among several precautionary policies. Results suggest the maximum occupancy of each restaurant table is considered a critical factor in reducing infection risk, while golfers are willing to pay KR₩10,747 for a one-person reduction in table occupancy. Gender groups reveal different preference patterns regarding several safety measures. Female golfers show a higher willingness to pay for several preventive measures, particularly restaurant occupancy limits and locker spacing. These findings provide insights for golf course managers to develop targeted strategies that enhance customer safety and satisfaction during future health crises.