THE IMPACT OF GOLF EVENT IMAGE AND PARTICIPATION ON GOLFER LOYALTY TO GOLF TOURISM EVENTS
This study evaluated the influence of golf event image and participation in golf tourism events on golfers' loyalty to sports tourism events. By applying the PLS-SEM method through a survey of 265 golfers, the research results showed that all hypotheses were supported. The results show that destination image has a significant influence on participation, satisfaction and golfers' loyalty. The study also shows that participation has a direct relationship with satisfaction and golfers' loyalty and the satisfaction significantly determines golfers' loyalty to golf tourism events. Besides, the study shows the mediating role of satisfaction in the relationship between golf event image, participation in golf tourism events, and loyalty. Conclusions about contributions to scholarship, applications in management, limitations of the research, and directions for future research are also discussed in the study.
Loyalty, Golf Event Image, Participation, Satisfaction, Golf Tourism Events, Golfers.