Mediating and moderating effects in golf tourism: Evidence from Hainan Island

This article examines the relationship between golf activities and tourist perceptions and intentions using data from 592 golf tourists on Hainan Island, China. The results obtained from structural equation modeling show that the attractiveness of the destination can improve the identity of the location, and both factors significantly increase the travel intentions of golf tourists (i.e. revisit intentions and word-of-mouth recommendations). The results also show that place identity has significant mediating effects between destination attractiveness and travel intentions. In addition, the results reveal that the disposable income of golf tourists has significant moderating effects on the attractiveness of the destination, the identity of the destination, and the intention to revisit. This study has some important economic implications for golf destination management. Golf course managers can improve the attractiveness of the destination and strengthen the identity of the location to enhance the behavioral intentions of golf tourists.