골프 참여동기와 골프연습장 선택이유 및 만족도 분석 = (The) Participation Motivation of Golfing and the Analysis for the Reasons for Customer Choice and Satisfaction of a Golf Range

다국어 초록 (Multilingual Abstract)

The purpose of this study was to examine the participation motivation of golfing and the influences on the reasons for customer choice and satisfaction with a golf range. To this end, this study analyzed the socio-demographic characteristics related to the participation motivation of golfing and the reasons for customer choice along with the customer satisfaction of a golf range. The empirical tests in this study were based on the sample of 454 people who use golf ranges in Jeju City.
The data collection tool was a questionnaire for the analysis on participation motivation of golfing and the analysis of the reasons for customer choice and satisfaction of a golf range. The coefficient of reliability was satisfactory. In order to analyze the data, the statistical methods used included the principal component factor analysis and Varimax rotation to identify the factors of the participation motivation of golfing. Item-total correlation and Cronbachs alpha value were found to identify reliability test based on immanent coherence. A one-way ANOVA analyzed the differences in the participation motivation of golfing and the reasons for customer choice and satisfaction of a golf range, utilizing the socio-demographic characteristics in accordance with Scheffe test as posterior test. For the purpose of analyzing the difference between the socio-demographic characteristics, the participation motivation of golfing, and the reasons for customer choice of a golf range, a multiple regression analysis was employed.
Major findings from the analyses are as follows:
First, as a result of analyzing the differences in the participation motivation of golfing based on socio-demographic characteristics, participation motivation varied depending on age, education level, golf career and frequency of use of a golf range. Second, as a result of analyzing the differences in the reasons for customer choice of a golf range based on socio-demographic characteristics, the reasons for the choice varied according to age, education level, duration, golf career and frequency of use of a golf range. Third, as a result of analyzing the differences in golf range users satisfaction based on socio-demographic characteristics, the satisfaction of people in their twenties was highest in terms of costs. There was no satisfaction difference in education level. With respect to the services and coaching options of a golf range, the users satisfaction varied. Finally, the results of the analysis of socio-demographic characteristics and the influence of participation motivation on the reason for golf range users choice indicated that the reputation of a golf range related to facilities, traffic, costs, recommendations from friends and acquaintances and the reliability of a coach strongly influenced peoples motivation which in turn led people to have a strong preference for a golf range. Along with a level of crowdedness and being accompanied by friends, the comfortable surrounding of a golf range such as the kindness of staff and the atmosphere of a golf range attracted more golf range users. The size of a golf range was more closely related to the choice rate of people when it provided better facilities and services.

목차 (Table of Contents)

• 목차 = ⅰ
• Summary = ⅴ
• Ⅰ. 서론 = 1
• 1. 연구의 필요성 = 1
• 2. 연구의 목적 = 3
• 3. 연구 문제 = 3
• Ⅱ. 이론적 배경 = 4
• 1. 골프의 역사 = 4
• 2. 실내외 골프장 시설의 종류와 운영형태 및 현황 = 5
• 3. 참여동기 = 9
• 4. 소비자 만족요인에 대한 선행 연구 = 13
• Ⅲ. 연구방법 = 17
• 1. 연구대상 = 17
• 2. 측정도구 = 18
• 3. 연구절차 = 19
• 4. 자료분석 및 처리 = 19
• Ⅳ. 연구 결과 = 20
• 1. 측정도구의 구성 타당도 및 신뢰도 검정 결과 = 20
• 2. 인구사회학적 특성변인에 따른 골프 참여동기 차이 = 22
• 3. 인구사회학적 특성변인에 따른 골프연습장 선택이유의 차이 = 24
• 4. 인구사회학적 특성변인에 따른 골프연습장 이용자의 만족도 차이 = 27
• 5. 인구사회학적 특성변인과 골프 참여동기가 골프연습장 선택이유에 미치는 영향 = 27
• Ⅴ. 논의 = 37
• 1. 인구사회학적 특성변인에 따른 골프 참여동기 차이 = 37
• 2. 인구사회학적 특성변인에 따른 골프연습장 선택이유의 차이 = 37
• 3. 인구사회학적 특성변인에 따른 골프연습장 이용자의 만족도 차이 = 38
• 4. 인구사회학적 특성변인과 골프 참여동기가 골프연습장 선택이유에 미치는 영향 = 39
• Ⅵ. 결론 및 제언 = 41
• 1. 결론 = 41
• 2. 제언 = 42
• [참고문헌] = 43
• -APPENDIX- = 47