Analysis of Active Seniors' Intentions for Overseas Golf Tourism by Using Model of Goal-directed Behavior

The purpose of this study was to analyze the overseas golf tourism intentions of active seniors by applying the goal-directed behavior model. Data collection was conducted using a questionnaire via convenience sampling, yielding 237 valid responses. Data processing involved the use of SPSS and AMOS software for frequency analysis, reliability analysis, confirmatory factor analysis, correlation analysis, and structural equation modeling. The findings of the study are as follows: First, components of the goal-directed behavior model, such as attitude, subjective norms, and perceived behavioral control, were found to have no significant impact on desire. Second, both positive and negative anticipated emotions, as components of the model, had statistically significant effects on desire. Third, perceived behavioral control and desire were found to have a statistically significant effect on tourism intention. This study identifies the factors influencing the overseas golf tourism intentions of active seniors, suggesting that their tourism intentions are more likely shaped by emotional factors rather than social influences, with a particular emphasis on health and well-being.