국내 골프장의 지속가능경영이 기업이미지와 관계지속의도에 미치는 영향

Purpose: The purpose of this study was to investigate the effect of sustainable management of golf courses on corporate image and relationship persistence intention. Methods: 229 customers using the golf course were studied using SPSS 18.0 and Amos 18.0 programs to derive research results by conducting confirmatory factor analysis, and structural model analysis. Results: First, as a result of examining the effect of golf course sustainability management on corporate image. it was found that environmental factors, social responsibility factors, and governance factors had a significant effect on corporate image. second, as a result of examining the effect of the golf course's corporate image on the ralationship persistence intention. it was found that the corporate image had a significant effect on the relationship persistence intention. Third, as a result of examining the effect of golf course sustainability management on relationship persistence intention. it was found that environmental factors had a significant effect on relationship persistence intention. Conclusion: Golf course managers will have to drive differentiation strategies for customers through detailed issues of sustainable management to enhance their corporate image. It will be necessary to discuss strategic measures to increase the corporate image so that they can build lasting relationships with golf course customers. It must be considered that the importance on social responsibility and awareness of governance can eventually build relationships with customers by enhancing their corporate image.