Tourists demand behavioral characteristics golf tournament empirical research
|Keywords||behavioral characteristics of demand golf tourist Sheshan WGC-HSBC Championship|
This study is an empirical research which explores the behavioral characteristics of golf tourists’demand, from the perspectives of golf tourists’motivation, influencing factors and satisfaction. This study adopts quantitative methods to analyze the behavioral characteristic principle factors of golf tourists’demand and to explore the significant relationships among motivation, influencing factors, satisfaction and golf tourists’characteristic variables. Based on the analysis, this paper proposes strategies and suggestions for Sheshan golf tourism, including deep development and segment marketing for Sheshan golf tourism, marketing emphasis for Sheshan golf tourism, developing emphasis for Sheshan golf tourism, evaluation of Sheshan golf tourism strength and new brand strategy for Sheshan golf tourism.This paper includes five chapters as following:The first chapter is introduction to golf tourists’behavioural characteristics of demand, involves research background, theoretical contribution and practical contribution, and research innovation.The second chapter is research review. Starting from literature study of sport tourism, this paper searches for a large sum of literature on golf tourist’s motivation, influencing factors and satisfaction, reviews research development of golf tourism and marketing, ends up with comparison of domestic and foreign research methodologies.The third chapter is research methodology for golf tourist’s behavioural characteristics of demand study. Sheshan golf club and HSBC-Championship are firstly introduced. Base on analysis of primary data collected from questionnaire survey, quantitative analysis methods, especially Descriptive Analysis, Principle Factor Analysis and One-Way ANOVA Analysis via SPSS 17.0 are conducted.The forth chapter is research results of golf tourist’s behavioural characteristics, including golf tourist’s demographic characteristics, basic demand characteristics, motivation factor analysis, influencing factor analysis, satisfaction factor analysis and One-Way ANOVA analysis between golf tourists’demographic characteristics and basic demand characteristics. Marketing strategies and suggestions are prompted accordingly.The fifth chapter is the conclusion of golf tourist behavioural characteristics of demand. The limitation of this paper and future study and issues to be discussed are listed.