探索和分析本地區高爾夫球客選擇球會的因素 : 以蘇州地區為調查區域

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探索和分析本地區高爾夫球客選擇球會的因素 : 以蘇州地區為調查區域

 

Author: 顧明
Gu, Ming
Title: 探索和分析本地區高爾夫球客選擇球會的因素 : 以蘇州地區為調查區域
Tan suo he fen xi ben di qu gao er fu qiu ke xuan ze qiu hui de yin su :yi Suzhou di qu wei diao cha qu yu
Degree: M.Sc.
Year: 2005
Subject: Hong Kong Polytechnic University -- Dissertations
Golf -- China -- Suzhou (Jiangsu Sheng)
Department: School of Hotel and Tourism Management
Pages: 96 leaves : ill. ; 30 cm
Language: Chinese
InnoPac Record: http://library.polyu.edu.hk/record=b1818241
URI: http://theses.lib.polyu.edu.hk/handle/200/5094
Abstract: With twenty years' difficult yet fruitful development, China golf industry now faces the opportunity of rapid development as well as the macro-regulation from the central government. Confronting such a background, it is very important to study its present situation, forecast its future and thus find the most suitable managerial method. It will also help to push forward China golf industry in a rational way. Among these studies, exploring the behavior and finding the wants and needs of the target customers is a basic yet a crucial work. As there are very few studies and researches on the domestic golf industry, this study, through related research and analysis, aims to get some information about following aspects: 1. Information channel that the local golfers get to know the golf clubs in Suzhou area; 2. Consuming behavior of the local golfers (including members) and the characteristics; 3. Factors to consider for local golfers in selecting a golf membership; 4. The relationship between individual characteristics and their preference of selecting a golf membership. 53 variables were examined through 202 questionnaires collected from local golfers. The finding indicates that the most important factors of selecting a golf membership are as following: quality of club service, stability of course maintenance, safety precautions, members' service and rights, membership price, cleanness of club and course, caddies' professional service. Next, through factor analysis, these 53 variables are further categorized into 6 factors and ordered in importance. Then, this study also makes further comparison and analysis through t -test and ONE WAY ANOVA, trying to find some significant difference between these 6 factors and the individual characteristics of golfers in Suzhou area. At last, based on the result of the research and analysis, this study gives some advices to golf industry and points out the limitation and the direction for future study.

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