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An Analysis on Screen Golf Cafe Preferences Using a Choice Experiment: A Comparison between Conditional Logit and Mixed Logit Models

LYU Seong Ok 1

1동서대학교

Accredited

ABSTRACT

In response to the increasing popularity of golf in Korea, a sizable number of screen golf cafes have been opened during the last decade. As a substitutable leisure activity of golf, screen golf has provided a variety of leisure benefits to golfers who perceive many golfing constraints associated with its high expenditures and time requirement. Nevertheless, the small-scaled leisure industry is deeply concerned over the excessive supply of screen golf cafes to date. The increasingly challenging milieu requires screen golf cafe operators to better understand how their customers make decisions for choosing a cafe. The main purpose of this study is to examine what kinds of attributes comprising screen golf cafe are considered important by screen golf users. Using a microeconomic tool of choice experiment, this study found that respondents placed the highest importance on the availability of sufficient parking lot. The results of the MWTP calculation also indicated that screen golfers were sensitive to the types of screen when choosing their favorite cafes. Based on several findings, this study proposes useful management strategies for screen golf cafes.

Citation status

* References for papers published after 2022 are currently being built.