Title: A conjoint analysis regarding influencing factors of golfers' preferred driving ranges in Korea

Authors: Sunhwan Hwang, Doyeon Won

Addresses: Recreation & Leisure Studies Program, University of Georgia, 330 River Road, Athens, GA 30602, USA. ' Department of Kinesiology, University of Georgia, 330 River Road, Athens, GA 30602, USA

Abstract: This study was to investigate what Korean golfers prioritise when choosing an outdoor driving range. For the purpose of the current study, four attributes were chosen, namely range size, monthly fee, facility condition, and location (travel distance). The results of the conjoint analysis with 279 active Korean golfers revealed that Korean golfers put more weight on facility condition, followed by range size, travel distance, and monthly fee, when choosing an outdoor driving range. An ad hoc sensitivity analysis was conducted to quantify how any change of a given driving range may affect its market share.

Keywords: golf driving ranges; conjoint analysis; leisure marketing; urban leisure centres; South Korea; sport; golfers.

DOI: 10.1504/IJLTM.2010.029586

International Journal of Leisure and Tourism Marketing, 2010 Vol.1 No.3, pp.227 - 237

Available online: 30 Nov 2009 *

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