Deriving Priority Attributes for Golf Course Selection to Promote Regional Sports Tourism

Purpose: This study aims to identify priority factors for golf course selection attributes to promote regional sports tourism and propose strategic directions to enhance the competitiveness of local golf courses. <br/> Method: A Delphi analysis was conducted with a panel of 10 experts, followed by an AHP analysis using a pairwise comparison survey developed for 20 participants. These participants included sport-related researchers and professors with doctoral degrees, each with over five years of experience in golf.<br/> Results: The results are as follows: First, among the top-level factors, operations and management ranked as the most important factor, followed by infrastructure and external factors. Second, at the mid-level, the most significant attributes within each domain were identified as play factors under infrastructure, cost factors under operations and management, and the surrounding environment under external factors. Third, regarding the importance of low-level factors, the following attributes emerged as priorities: in the physical environment, the condition of greens and fairways; in accessibility, distance efficiency; in play factors, caddy management ability; in cost factors, green fees; in operations and service, staff attitude and friendliness; in reputation, public trust in the golf course; in the surrounding environment, the aesthetic appeal of the area; and in the local business area, the activation of businesses surrounding the golf course. Fourth, the integrated weighted priority analysis revealed that green fees, public trust in the golf course, caddy management ability, caddy fees, and public recognition of the golf course held the highest importance.<br/> Conclusion: In golf tourism, the most crucial strategic priority is to establish reasonable green fees and enhance public trust in golf courses. These factors are directly related to customer trust, making it essential to respond swiftly and effectively to ensure the proper operation and management of various elements that improve service quality. Additionally, implementing customer-oriented pricing policies, offering diverse package deals, and maintaining high service standards are vital. Transparent operations and proactive communication through newsletters, social media, and other channels to provide information and benefits are also essential.