Difference in the Impact of Spectator Gender on Viewing Value and Viewing Satisfaction in Women's Professional Golf Tournaments

This study aimed to identify the differences in the impact of viewing value on viewing satisfaction by gender, in order to provide foundational data for attracting gallery spectators to women's professional golf tournaments. Data were collected from 215 spectators who attended three KLPGA 1 tour events held in mid-April, leading to the following conclusions:<br/> First, among the viewing values of women's professional golf tournaments, the hedonic factor was found to have a positive impact on viewing satisfaction. This suggests that marketing strategies that maximize hedonic factors are necessary to enhance gallery satisfaction. Second, the study revealed gender differences in the impact of viewing value on viewing satisfaction among spectators of women's professional golf tournaments. Specifically, while female spectators may initially respond sensitively, as satisfaction with hedonic factors increases, male spectators show a greater response. Therefore, there is a need to focus on hedonic factors tailored for male spectators.<br/> In conclusion, to attract galleries to women's professional golf tournaments, hedonic viewing value is relatively more important than utilitarian viewing value. This is particularly significant for male spectators' viewing satisfaction, indicating the necessity of promotions that can enhance the perception of hedonic viewing value.