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

Ji-Hae Lee (), Hye-Kyung Cho and Min-Jun Kim
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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

Sustainability, 2022, vol. 14, issue 19, 1-14

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.

Keywords: tourism needs; self-monitoring; switching intention; ERG theory; golf; COVID-19 (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
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