골프관련 특성에 따른 골프지도자 선택요인의 중요도 분석: 컨조인트 분석기법의 적용

Abstract

The purpose of this study was to investigate the relative importance of the factors considered when golfers choose a golf instructor. To achieve this aim, users of the five driving ranges located in Daejeon-Chungnam, Korea were surveyed. Of the 302 participants responding, a total of 279 usable questionnaires were employed for the conjoint analysis. The results of the study were as follows: First, the most important factor for the choice of a golf instructor across all of the participants was the level of the certificate that the instructor held, followed by lesson fee, gender, and a teaching experience. Second, the relative importance of the decision factors were examined according to the participants’ characteristics related to golf. Based on the handicap score, the most important factor considered by golfers who had a the handicap score of 10 or lower was the level of the certificate of instructors, followed by teaching experience, lesson fee, and gender respectively. The golfers who had a handicap score between 11 and 20 also thought the level of the certificate as the most important factor, which was followed in order by gender, lesson fee, and teaching experience. The order of the factors preferred by golfers who had a handicap score of 21 or higher was the level of the certificate, lesson fee, gender, and teaching experience. Based on possession of golf course membership, the golfers with the memberships considered teaching experience of instructors to be a more important factor than those golfers without the memberships. In accordance with the frequency of visiting the driving range, the less frequent users regarded gender and teaching experience as more important factors than the more frequent users. In the case of golf career years, lesson fees were a more important factor for beginners than for the golfers who have played for more than three years. Finally, a cluster analysis was used to categorize the golfers into several groups who had distinct attitudes respectively. There were four groups who treated each factor as most important. With all of these results in hand, driving range managers can potentially segment their marketing strategies and hire golf instructors that more effectively attract golfers to their facilities.