Segmenting Overseas Golf Tourists by the Concept of Specialization

A main goal of this study was to use the concept of specialization to segment and better understand Korean overseas golf holiday tourists' demographics, motivations, overseas golf tourism destination attributes, and preference for overseas golf tourism destination attributes. A total of 424 questionnaires were collected and 370 questionnaires were used for further statistical analysis. According to results of data analyses, the advanced segment was more likely to be motivated by the quality of overseas golf resorts and other benefits (such as business opportunities), compared to the beginner and intermediate segments. The beginner group was more likely to be a company employee or housewife who earn the least at between US$35,000–US$50,000 per annum, travel on full package tours, use information from family or relatives, and have a stronger preference for the Philippines or China as golf destinations. The study's results showed potential benefits using the concept of specialization in a sport tourism setting even though the concept has been popularly applied in the outdoor setting.