korean golf tourism in china: place, perception and narratives

Tourism is a critical, cross-cultural social behavior in contemporary society and provides diverse experiences based on different regional resources in destinations. This research identified the attributes associated with Korean golf tourists’ images of seven destination regions in Mainland China. A content analysis of 328 golf tourists’ blogs indicated that each region had different combinations of destination attributes, but these were partially hidden in vivid descriptions of playing experiences. The narratives were coded with 15 golf destination attributes with 136 headwords and they reflected both place-centred images and interactions through perceptual experiences with different social groups. The golfers greatly appreciated congestion control at courses and social interaction during their tours, including the services of local human resources and play partners. The seven Chinese golf destinations had different perceived characteristics and relationships with South Korean society. Thus, they had dissimilar destination images for Korean golf tourists. Historical ties and geographical proximity played important roles, including, for example, the significant presence of ethnic Koreans in northeast China.