Service quality, golf course image, perceived value, and golfer satisfaction for golf tourism in Thailand
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This study used qualitative research to investigate the four main units of service quality, golf course image, perceived value, and golfer satisfaction for golf tourism in Thailand. Statements from experts in the golf tourism industry and university educators who responded to open-ended questions helped to clarify the meaning of the four main units which were service quality, golf course image, perceived value, and golfer satisfaction of the qualitative research for golf tourism in Thailand. The results indicated that golf course image was the major difference between golf tourism in Thailand and golf tourism in other countries, golf course image was the major reason given for why golf tourists play golf in Thailand. The service quality was the critical qualification for the components of competitive advantages, and service quality was the most important point for the improvement of golf tourism in Thailand. The results of the interrelationships among service quality, golf course image, perceived value, and golfer satisfaction indicated that 1) Service quality had a direct and positive effect on the golf courses image 2) Service quality had a direct and positive effect on perceived value 3) Golf course image had a direct and negative effect on perceived value 4) Golf course image had a direct and positive effect on golfer satisfaction. And 5) Perceived value had a direct and positive effect on golfer satisfaction.
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