A Comparative Study on the Paradigm Shift in Golf Focusing on Participation Satisfaction, Switching Intention, Loyalty, and Continuous Participation Intention

초록

This study examines the recent diversification of the Korean golf market into traditional field, popular virtual reality (VR), and park golf, which is rapidly expanding among older adults. Comparing participants' psychological characteristics and behavioral intentions across golf types is essential for sustainably developing the golf industry. Therefore, differences were investigated in participation satisfaction (physical, mental, and social), switching intention, loyalty, and continuous participation intention among regular participants in all three golf types in urban Korea. Data were analyzed from 327 adults aged 20 years or older (Field: 98, VR: 132, Park: 97) in Korea using on/offline surveys, and a multivariate analysis of variance with post hoc tests was implemented to compare psychological and behavioral differences across the three golf types. The findings showed that, first, physical and mental satisfaction were significantly higher in the park golf group than in the rest of the groups. Second, switching intention was higher in the field golf group than in the VR golf group. Third, loyalty and continuous participation intention were highest in the park golf group. Each golf type thus offers unique experiential value, with park golf particularly effective in fulfilling participants' physical and psychological needs. Conversely, field golf faces potential risks of participant attrition because of cost and time burdens. The findings provide useful implications for predicting demand and developing differentiated marketing and management strategies tailored to generational needs.

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