골프장 SNS 정보가 고객의 선택만족 및 재이용에 미치는 영향

This study is aimed at providing basic materials needed for positive management strategy of a golf course by analyzing the influence of the provision of the SNS information, which is implemented as a scheme for efficiency of golf course management, on a visitor’s choice satisfaction and re-use; in addition, this study was conducted in a bid to grasp the flow of the rapidly-changing sports market, and drew the conclusion that convenience, perceived reputation, expansiveness and trust, as sub-factors of SNS information of a golf course, were found to have a positive influence on customer’s choice satisfaction and re-use. On the basis of the result, this study drew the conclusion as follows. First, it is judged that the SNS information provided by a golf course could work as a beneficial factor in golf course management. Particularly, those in their 40s or upward, who were judged to be high in ages among this research subject, were found to visit a golf course through the SNS information provided by a golf course, and as they had high satisfaction with the SNS information and re-used it, it is thought that now is the time for a golf course to make a lot more effort to provide the SNS information in earnest. Second, in case of a golf course which is using the SNS information, it’s judged that such a golf course providing the SNS information could attract a lot more visitors than a golf course that doesn’t provide it.