Investigating the Effect of Alternative Golf Experience on Traditional Golf: An Integrated Framework of Perceived Value, Satisfaction, and Involvement


Alternative golf; Intentions; Involvement; Perceived value; Traditional golf


Purpose: The goal of this paper is to investigate the relationships between consumers' value perceptions, satisfaction and involvement, and, ultimately, their effects on behavioral intentions in the contexts of alternative golf (AG) and traditional golf (TG).

Design/methodology/approach: Data were collected from potential golfers who had visited AG facilities in the past 12 months. Data were analyzed using confirmatory factor analysis and structural equation modeling.

Findings: The findings of this study indicated that perceived value is a key element of developing satisfaction and promoting involvement, which resulted in visitors' behavioral intentions toward AG and TG. In addition, satisfaction and involvement were found to sequentially mediate these relationships, and gender had a moderating effect on the relationship between AG and TG behavioral intentions.

Practical implications: This study theoretically contributes to the literature by proposing an extensive research model that attempted to capture the connection between AG and TG intentions and the sequential mediating effects of satisfaction and involvement. The strong connection between AG and TG found in this study suggest practical implications for managers, marketers and sales personnel for both AG and TG.

Originality/value: AG is defined as a non-traditional way to play golf that focuses more on entertainment and leisure activities. AG facilities are highly experiential spaces that include both golf and hospitality elements. The popularity of AG has increased in recent years with mostly anecdotal evidence of its influence on TG. This study empirically tested the role of AG in increasing the TG population.

Publication Date


Original Citation

Kang, J., Kwun, D. J., & Hahm, J. J. (2022). Investigating the effect of alternative golf experience on traditional golf: an integrated framework of perceived value, satisfaction, and involvement. International Journal of Contemporary Hospitality Management, 34(11), 4266–4287.

Document Type




Source Title

International Journal of Contemporary Hospitality Management






Rosen College of Hospitality Management


Rosen College of Hospitality Management

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