earticle

영어

This study aims to establish marketing strategies to attract overseas golfers to golf courses in China by offering effective helpful data and thus to invigorate the Chinese golf course industry. To that end, the key problem is to make a change to the choice attributes of the operation of Chinese golf courses so as to meet the requirements of overseas golfers. With this in mind, Korean golfers who take a great interest in overseas golfing were surveyed. The findings of such verification are described below. First, the used choice attribute measure of Chinese golf courses met the configural invariance, metric invariance, and factorial invariance, and it thus was determined that the said measure could be used commonly for the two groups. Second, the choice attribute measure with the factorial invariance verified met the factor variance invariance, and it showed a difference in the environmental, supplementary service, and cost factors of the choice attribute scale in terms of latent average. However, the measure showed the size of effectiveness with low cost levels, so in actuality, there is a great difference in the environmental and supplementary service factors between the two groups of Chinese and Korean golfers. It thus was concluded that, since Korean golfers have a greater latent average, marketing programs with enhanced environmental and supplementary service factors, compared to local people, should be adopted and implemented.