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Does Self-Monitoring Influence Golfers? Analysis of Golf Tourism Using the Existence–Relatedness–Growth Theory

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  • Ji-Hae Lee

    (Golf Industry, Kyung-Hee University, Deogyeong-daero, Giheung-gu, Yongin-si 17104, Korea)

  • Hye-Kyung Cho

    (Future Sports Converence, Shin-Han University, Euijeongbu 480701, Korea)

  • Min-Jun Kim

    (Physical Education, Kyung-Hee University, Deogyeong-daero, Giheung-gu, Yongin-si 17104, Korea)

Abstract

Considering the recent paradigm shift in sports tourism due to COVID-19, it is essential to understand the tourism needs and mentality of consumers. This study aimed to verify the relationship between tourism needs, self-monitoring, and the switching intention of golfing tourists. We used online questionnaires to survey golf tourists who experienced negative attention from other people in the context of COVID-19. The results of the structural equation modeling analysis are as follows: (1) tourism needs partially affect self-monitoring; (2) self-monitoring has a significant effect on switching intention; (3) self-monitoring did not play a mediating role between existence needs and switching intention; and (4) relatedness needs and growth needs were shown to play a mediating role. From the standpoint of tourism planning and marketing, the findings reveal a desire for tourism despite the COVID-19 infection risks. Marketers should identify the preferred tourism content, according to consumers’ tourism needs, and develop customized plans.

Suggested Citation

  • Ji-Hae Lee & Hye-Kyung Cho & Min-Jun Kim, 2022. "Does Self-Monitoring Influence Golfers? Analysis of Golf Tourism Using the Existence–Relatedness–Growth Theory," Sustainability, MDPI, vol. 14(19), pages 1-14, September.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:19:p:12458-:d:930057
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    References listed on IDEAS

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