Understanding Golfers' Perceptions Toward Service Quality, Golf Course Image, Perceived Value, and Golfer Satisfaction based on Demographics for Golf Tourism in Thailand
Keywords:
Service Quality of the Golf Course; Golf Course Image, Perceived Value of Golf Tourists’ Perceptions;Golfer Satisfaction, Golf Tourism in ThailandAbstract
The purpose of this study was to identify any significant differences in golf tourists’ perceptions of service quality, golf course image, perceived value and golfer satisfaction based on demographics for golf tourism in Thailand.
This study utilized a convenience sampling method to collect data from six golf courses in Chonburi province, Thailand. Questionnaires were given to each golf tourist at the reception area of the golf course. Each of six golf courses was allotted 200 questionnaires, which were distributed by field workers. From the 1,200 questionnaires distributed, 352 were usable. Golf tourists included 67% male and 33% female. Korean was the nationality of 33% of golf tourists with 19% from Japan, and 13% from Singapore. This study used ANOVA to test for significant differences in golf tourists’ perceptions toward service quality, golf course image, perceived value, and golfer satisfaction based on demographics of gender, age, nationality, education, and annual income.
The research results were indicated that 1) There were significant differences among golf tourists’ perceptions regarding service quality (assurance) and golf course image with gender. Female golfers were significantly more satisfied with service quality (assurance) and golf course image than male golfers. 2) There were significant differences among golf tourists’ perceptions regarding service quality (assurance), perceived value, and golfer satisfaction with nationality. Golfers who spoke Japanese were significantly more satisfied with service quality (assurance), perceived value, and golfer satisfaction than golfers who spoke English, Korean or other languages. 3) There were significant differences among service quality (reliability and assurance), golf course image, perceived value, and golfer satisfaction with their education. Golfers with master and doctoral degrees were significantly more satisfied with service quality (reliability and assurance), golf course image, perceived value, and golfer satisfaction than golfers with high school diplomas. Findings regarding the educational level of the golfers indicated that 60% of the golfers had a master or doctoral degree.
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