수도권 대중제 실내·외 골프장의 ESG 활동, 진정성, 평판 및 충성도의 관계

Purpose: This study is to investigate the relationship between ESG activities, authenticity, reputation, and loyalty of golf courses. Methods: The subjects of this study were 300 golf users who used 10 mass-produced golf courses and 15 screen golf courses located in seoul and the metropolitan area by convenience sampling method. Among them, a total of 257 samples, excluding 43 samples whose questionnaire data were judged to be poor, were selected as the final valid sample and used as analysis targets. Data processing was performed with a structural equation model using SPSS 26.0 and Amos 26.0 programs. Results: First, among the ESG activities of golf courses, environmental factors, social responsibility factors, and governance factors were found to have a positive effect on authenticity. Second, it was found that the social responsibility factor among the ESG activities of golf courses had a positive effect on the reputation. Third, it was found that the authenticity of the golf course had a positive effect on the reputation. Fourth, the authenticity of the golf course was found to have a positive effect on loyalty. Fifth, the reputation of the golf course was found to have a positive effect on loyalty. Sixth, among ESG activities, environmental factors, social responsibility factors, and governance factors were found to have a positive effect on loyalty. Conclusion: Golf course managers need practical ways to truly approach consumers with ESG activities implementation plans and results. Golf course managers will have to make efforts to strengthen social responsibility activities. Golf course managers will have to specify various ways to increase trust in participants through sincere practice of ESG activities. All management activities must be implemented on the basis of being able to actually provide them to customers and solve problems. Systematic customer reputation management is needed to increase customer loyalty on golf courses. Environmental and governance factors must increase reputation and loyalty through sincere management of golf courses to customers, and at the same time, overall ESG activities must be improved to increase loyalty.