Influence of Experience Value on Oversea Golf Tourists’ Satisfaction, and The Effect of The Customer Satisfaction on Attitudinal and Behavioral Loyalty: Moderating Effect of Gender

In tourism industry, golf tour has become generally recognized for its significance for tourism business companies as well as other firms. Current study tests the effects of four factors of experience value: aesthetics, playfulness, service excellence, and customer ROI on customer satisfaction and both loyalty:　attitudinal and behavioral loyalty perceived by oversea golf tourists. Statistical analysis revealed that aesthetics, playfulness, and customer ROI among factors of experience value significantly influences satisfaction, the satisfaction was only significant predictor of attitudinal loyalty. This study also confirmed the moderating effect of gender on the formulated model. Therefore, these results provide useful information for investigating which experiential value factors are critical in eliciting customer satisfactions for oversea golf tour customers. Current study also provides companies a viewpoint for developing marketing strategies to strengthen business in tourism industry.