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Therefore, it is recommended that the golf resort increase its resort image through a relational benefit strategy regarding its customers, and devise a marketing strategy that can increase revisits. This study intends to investigate the structural relation between the relational benefit, resort image, switching intention, and revisit intention of a golf resort. 259 customers of a Country Club were utilized as research subjects. Confirmatory factor analysis using amos along with a structural equation model was used in the statistical process to verify the hypothesis. We came to the following results. First, although the relational benefit had a positive effect on the resort image and revisit intention, it had a negative effect on switching intention. Second, resort image did not have a statistically meaningful effect on switching intention, while it had a positive effect on revisit intention. Third, switching intention did not have a statistically meaningful effect on revisit intention.



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Golf Resort, Relational Benefit, Resort Image, Switching Intention, Revisit Intention