Does Self-Monitoring Influence Golfers? Analysis of Golf Tourism Using the Existence–Relatedness–Growth Theory

ABSTRACT

Considering the recent paradigm shift in sports tourism due to COVID-19, it is essential to understand the tourism needs and mentality of consumers. This study aimed to verify the relationship between tourism needs, self-monitoring, and the switching intention of golfing tourists. We used online questionnaires to survey golf tourists who experienced negative attention from other people in the context of COVID-19. The results of the structural equation modeling analysis are as follows (1) tourism needs partially affect self-monitoring;(2) self-monitoring has a significant effect on switching intention;(3) self-monitoring did not play a mediating role between existence needs and switching intention;and (4) relatedness needs and growth needs were shown to play a mediating role. From the standpoint of tourism planning and marketing, the findings reveal a desire for tourism despite the COVID-19 infection risks. Marketers should identify the preferred tourism content, according to consumers’ tourism needs, and develop customized plans.