The Effects of the Physical Environment of Golf Practice Ranges on Exercise Flow and Word-of-Mouth Intention: Focusing on the Mediating Role of Exercise Flow

This study investigates the structural relationships among servicescape, flow experience, and word-of-mouth (WOM) intention in the context of golf driving ranges. Using data collected from 600 users through an online survey, a bifactor structural equation modeling analysis was performed to analyze both the direct effect of holistic servicescape and the indirect effects of its subdimensions on WOM via flow. The results showed that the overall servicescape had a significant positive impact on WOM intention. Furthermore, each subdimension significantly influenced flow, which in turn enhanced WOM. Notably, cleanliness and ambient conditions exhibited the strongest indirect effects, emphasizing the importance of physical and sensory elements in promoting immersive experiences and consumer advocacy. The findings offer both theoretical implications for extending servicescape theory and practical insights for improving user experiences and encouraging positive word-of-mouth in sports service environments like golf driving ranges.