Award Date

5-1-2021

Degree Type

Thesis

Degree Name

Master of Science (MS)

Department

William F. Harrah College of Hospitality

First Committee Member

Jungsun Kim

Second Committee Member

Christopher Cain

Third Committee Member

Mehmet Erdem

Fourth Committee Member

Andrew Hardin

Number of Pages

89

Abstract

To find out golfers’ perceived value of a direct booking website, an extended unified theory of acceptance and use of technology (UTAUT 2) model is adapted to test out golfers’ behavioral intention when they book a tee time via a golf course’s website. The influential factors are Performance Expectancy, Effort Expectancy, Social Influence, Facilitating conditions, Hedonic Motivation, and Price Saving Orientation that predicts golfers’ behavioral intention to use. A sample has chosen through the screening questions that the target sample, who are an adult at age 18 or older, have played golf at a public golf course over the last 12 months, and used the golf course’s direct booking website as well as a third-party booking website. The survey was created by using Qualtrics and the data was collected through MTurk, a crowdsourcing marketplace. 300 responses were used for the data analysis and the results were analyzed by the statistical software, SPSS & AMOS.

The findings from this study add to the literature of golfers’ perception of a website technology and technology acceptance in general. The results encourage further research on golfers’ behavioral intention to use of a mobile technology and additional factors that influence golfers’ perceptions. Additionally, the findings from study recommends golf course operators to develop a golf course’s website with personalization and social interaction functions to retain customers and build a relationship with them in order to increase their long term profits.

Keywords

Golf; Golfer; UTAUT2; Website

Disciplines

Business Administration, Management, and Operations

File Format

pdf

File Size

1235 KB

Degree Grantor

University of Nevada, Las Vegas

Language

English

Rights

IN COPYRIGHT. For more information about this rights statement, please visit http://rightsstatements.org/vocab/InC/1.0/

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