A Study On The Choice Of Golf Courses In Golf Tourism Based On The Discrete Choice Model

With the developing rapidly of golf, golf tourism has grown up in our country.Except the general characteristic of average travelers, golf tourists possess thecharacteristic of themselves. In order to research the influential factors when golftourists select the golf course, this thesis bases on “Maximization theory” andanalyses by introducing NMNL model of discrete choice model. Through analyzingthe literatures, this thesis analysis by selecting tourism apperceive security, touristmotivation, match influence etc. influential factors as the independent variable ofmodel. At the same time, the thesis selects respectively3golf courses as independentvariable to construct model from Hainan and Yunnan. Then based on reliability andvalidity of the questionnaires, fitting the date and model. The result of fitting the dateand model shows that the process which golf tourists select the golf course includestwo phases: selecting destinations and select the golf course in the range of thedestination. During the process of selecting the golf course, the two phases affect eachother and combined action. Among the many factors that influence the choice of golftourists, tourism apperceive security has the biggest impact, followed by the touristmotivation. The match influence, the weather of destination etc. factors will affect thetourists when they select the golf course.Through analyzing of the thesis, we can do something from those twoperspectives: operation management and marketing to make the golf tourismdeveloping quickly and wonderfully. Based on construction and improvement of golfcourse’s hardware devices and service improvement to boost the expectation oftourists and the actual utility of the golf courses, in the meantime, improving theoperation and management by strengthening safety management constantly andcreating the atmosphere of playing golf. At the same time, we need to increase focuson influence that a lot of golf match can bring to the golf course. Meanwhile, weshould increase focus on maintaining the public praise and the course’s perceived image. And then, what did we do are trying to realize the development upgradethrough interacting with the local development.