골프장 利用客의 利用形態 特性에 따른 便益細分化에 關한 硏究 : 濟州地域을 中心으로 = (A) Study of Benefit Segmentation by Golfer's Behavior

다국어 초록 (Multilingual Abstract)

This study is a theoretical and an empirical approach about golfers' behavioral traits and benefits sought. To accomplish the objectives of this study, the theoretical background was described along with a review of related literature about benefit segmentation and behavior and type of golfer. Based on these theoretical backgrounds, the hypotheses were set up and empirical analysis were performed for the identified hypotheses. For statistical analysis, frequency analysis, factor analysis and analysis of variance were performed.
The hypothesis and questionnaire were set up based on the previous study which had been studied by researchers to understand benefit segmentation of golfers of Jeju golf course.
The hypothesis are as follows;
Hypothesis 1. Benefit segmentations have significant differences in the attitudes of golfers.
Hypothesis 2. Attitudes have significant differences in demographic traits of golfers.
Hypothesis 3. Benefit segmentations have significant differences in demographic traits of golfers.
In order to verify the research hypotheses, 366 sheets were collected(Ora CC: 112, Jeju CC: 63, Jeju KAL Hotel: 55, Crowne Plaza Jeju Hotel: 35, Jungmun CC: 30, Dynasty CC: 57), of which 14 unqualified sheets for analysis were discarded, then finally 352 sheets were used for empirical analysis. The period for distributing and collecting of questionnaire is from 23th, January to 28th, February 2003.
Based on the results of hypotheses tests, the following implications was drawn:
First, participation motivation factors of golfers are achievement, enhancing estate, changing life-cycle, friendly membership.
Second, there are significant differences between participation motivation segmentation and participation motivation. Cluster 1 tends to enhance estate, Cluster 2 tends to change life-cycle, Cluster 3 tends to enhance friendly membership, Cluster 4 tends to seek achievement.
Third, the result of crosstabs analysis between demographic trait and participation motivation clusters have significant differences.
To accurate appraise a golf link like sport facilities, service quality factors(counselor, program, facilities, price, accessibility) that affect customer's satisfaction were considered. Especially, benefits sought of golfers leaven decision performance that chooses sport facilities. Accordingly a study of satisfaction and traits of golfers must be long-standing for ecodevelopment and growth of golf links.
This study can not be applied to all cases because this study is focused only on Jeju golf courses and has a limitation. In spite of these limitations, this study -benefit segmentation of golfer- has meaningful results that provide basic information for target marketing and popularizing golf.

목차 (Table of Contents)

• 목차
• 第1章 序論 = 1
• 第1節 問題의 提起 = 1
• 第2節 硏究의 目的 = 3
• 第3節 硏究方法및 範圍 = 3
• 第2章 理論的考察 = 6
• 第1節 골프産業의 槪要 = 6
• 1. 골프의 槪念및 特性 = 6
• 2. 韓國골프産業의 運營要件 = 8
• 3. 골프産業이 地域社會에 미치는 影響 = 10
• 4. 韓國골프장 事業의 現況 = 12
• 第2節 골프장 利用者의 行動에 대한 理論的考察 = 20
• 1. 스포츠 消費者購買行動 = 20
• 2. 스포츠 消費者意思決定過程 = 24
• 第3節 便益變數에 의한 市場細分化 = 27
• 1. 市場細分化 = 27
• 2. 追求便益에 따른 市場細分化 = 30
• 3. 追求便益細分化의 意義와 方法 = 34
• 第4節 先行硏究의 考察 = 37
• 1. 國內硏究 = 38
• 2. 國外硏究 = 41
• 第3章 硏究模型 = 44
• 第1節 硏究模型과 硏究假說의 設定 = 44
• 1. 硏究模型 = 44
• 2. 硏究假說의 設定 = 45
• 3. 變數의 操作的定義 = 45
• 第2節 硏究調査設計 = 46
• 1. 設問紙構成 = 46
• 2. 標本抽出및 資料收集 = 47
• 3. 資料分析方法 = 48
• 第4章 實證分析 = 49
• 第1節 標本의 一般的特性 = 49
• 1. 標本의 人口統計的特性 = 49
• 2. 골프장 利用客의 利用行態的特性 = 51
• 第2節 妥當性및 信賴性分析 = 53
• 1. 妥當性分析 = 53
• 2. 信賴性分析 = 56
• 3. 골프 參與動機에 의한 群集化 = 57
• 第3節 假說檢證 = 59
• 1. 假說1의 檢證 = 59
• 2. 假說2의 檢證 = 61
• 3. 假說3의 檢證 = 74
• 第4節 分析結果의 要約및 示唆點 = 76
• 第5章 結論 = 80
• 參考文獻 = 83
• ABSTRACT = 88
• 附錄: 設問紙 = 91