The Structural Relationship between Golf Driving Range Selection Attributes and Multidimensional Perceived Value

The purpose of this study is to empirically investigate the relationship between selection attributes and perceived value among users of golf driving ranges. To achieve this objective, data were collected via an online survey, and a total of 357 valid questionnaires were analyzed. The results of the analysis are as follows: First, regarding the effect of selection attributes on emotional value, service, cost, and accessibility were found to have a significant positive effect, whereas facilities showed a negative effect. Second, in terms of the effect on economic value, cost and accessibility had a positive influence. However, service did not show a statistically significant effect, and facilities were found to have a negative influence. Third, the analysis of the effect on functional value revealed that service, cost, and accessibility exerted a positive influence, while facilities did not have a statistically significant effect. This study provides theoretical and practical implications for operators to develop effective customer acquisition and retention strategies.