Understanding the relationships of quality, value, equity, satisfaction, and behavioral intentions among golf travelers

This study developed and tested an integrative model to examine the relationships between golf travelersʹ perceptions of quality, value, equity, and satisfaction and to investigate the impacts of the service evaluation variables (i.e., quality, value, and satisfaction) on their behavioral intentions (i.e., revisit a destination, word-of-mouth referrals, and search for alternative destinations). The model was tested using surveyed data from 309 golf travelers. The results indicated that although service quality did not have a significant influence on value or satisfaction, it did have a significant influence on equity. As hypothesized, equity had a significant and direct influence on both value and satisfaction, and value had a significant influence on satisfaction. Regarding the behavioral intention variables, service quality did not influence any of the behavioral intention variables, while value and satisfaction had no significant influence on the search for alternative variable. However, as hypothesized, both value and satisfaction had significant influences on the intention to revisit and word-of-mouth behavioral intention variables. Discussion and implications are provided based on the research results.