Environmental Stimuli, Satisfaction, and Behavioral Intentions in the Alternative Golf Context–Model Questionnaire

Abstract

The Environmental Stimuli, Satisfaction, and Behavioral Intentions in the Alternative Golf Context Model was developed as an extension of the classic Mehrabian-Russell Model (M-R model), specifically tailored for the alternative golf industry. This research framework posits that three core attributes of the alternative golf setting serve as influential environmental stimuli: the quality of the physical environment, the quality of food and beverage offerings, and the service quality provided by staff.

These environmental factors are hypothesized to directly impact customer satisfaction, which, in turn, shapes consumers’ subsequent behavioral responses. Key behavioral outcomes measured include activity involvement and future behavioral intentions (such as recommendation and revisitation). The model also explores the potential moderating effects of recreational motivation and the golfer’s skill level. The instrument employs items largely adapted from established prior research, and its validation utilized Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) to confirm its factor structure, reliability, and validity among visitors to alternative golf facilities.

Keywords

Activity Involvement, Alternative Golf, Behavioral Intentions, Consumer Measures, Consumer Satisfaction, Environmental Stimuli, Food and Beverage Quality, Mehrabian-Russell Model, Physical Environment Quality, Satisfaction, Service Quality

Authors

Hahm, Jeeyeon Jeannie; Kwun, David J.; Kang, Juhee

[quads id=5]

Purpose

The primary purpose of this measurement model is to systematically evaluate the complex relationships between specific environmental stimuli within the context of alternative golf, how these stimuli influence consumer satisfaction, and the subsequent impact on consumers’ behavioral intentions.

The scale provides researchers and industry practitioners with a validated instrument to assess critical service and environmental components—specifically physical environment quality, food and beverage quality, and service quality—and quantify their effect on customer loyalty and future patronage behaviors in this specialized recreational setting.

Construct

The scale measures a comprehensive set of constructs rooted in environmental psychology and consumer behavior theory, primarily focusing on the three core constructs: Environmental Stimuli, Consumer Satisfaction, and Behavioral Intentions.

Environmental Stimuli is operationalized through three sub-constructs: Physical Environment Quality, Food and Beverage Quality, and Service Quality. The model is designed to test the path model where these stimuli lead to Consumer Satisfaction, which then drives Behavioral Intentions and Activity Involvement.

Validity

The instrument’s validity was rigorously confirmed through assessments of both convergent validity and discriminant validity, establishing the robust nature of the measurement model.

Convergent validity was supported by examining standardized factor loadings, which were consistently high and significant, ranging from 0.655 to 0.896. Furthermore, the average variance extracted (AVE) values for all latent constructs ranged from 0.615 to 0.691, successfully surpassing the recommended threshold of 0.5. Discriminant validity was also confirmed: for every pair of constructs, the AVE values were compared against the squared correlations between them, and all squared correlations were found to be lower than their respective AVE values, confirming the constructs measure distinct concepts.

Reliability

The reliability of the instrument was assessed by measuring internal consistency and composite reliability (CR). The internal consistency across all items was demonstrated by Cronbach’s alpha values, which ranged from 0.827 to 0.890. These values indicate a strong level of consistency among the items within each factor.

Additionally, the composite reliability values, ranging from 0.818 to 0.891, exceeded the suggested reliability threshold of 0.70. These metrics collectively signify a high degree of measurement reliability for each latent construct included in the model.

Factor Analysis

A Confirmatory Factor Analysis (CFA) was conducted to estimate and validate the underlying structure of the measurement model. The CFA included six primary latent factors: physical environment quality, food and beverage quality, service quality, satisfaction, activity involvement, and behavioral intentions.

The analysis demonstrated that the overall model exhibited a good fit with the collected data. The key fit indices were reported as follows: χ2 = 362.366, df = 137, χ2/df = 2.645 (p < 0.001), CFI = 0.964, TLI = 0.955, NFI = 0.944, and RMSEA = 0.058. These results confirm that the model structure is robust, as the indices met or surpassed conventional acceptance thresholds (e.g., CFI and NFI above 0.90, and RMSEA below 0.08).

Instrument

Test Type: Original

Format: The instrument is an inventory/questionnaire consisting of 19 items. All items are measured using a seven-point Likert scale (ranging from 1 = Strongly disagree to 7 = Strongly agree) and were administered electronically.

Language Available: English

Population Group: Human; Male; Female

Age Group: Adulthood (18 years and older)

Population Details: The target population consisted of visitors to alternative golf facilities located within the United States.

Test Methodology: The development and validation process involved comprehensive statistical assessment, including Test Validity, Convergent Validity, Discriminant Validity, Test Reliability, Internal Consistency, Factor Analysis, and Confirmatory Factor Analysis (CFA) to establish a robust Measurement Model.

Keywords

Activity Involvement, Alternative Golf, Behavioral Intentions, Consumer Attitudes, Consumer Behavior, Consumer Measures, Consumer Satisfaction, Environmental Stimuli, Food and Beverage Quality, Involvement, Mehrabian-Russell Model, Physical Environment Quality, Service Quality, Sports, Structural Equation Modeling

[quads id=5]

Authors

Hahm, Jeeyeon Jeannie

Author ORCID Identifier: http://orcid.org/0000-0003-0470-5342

Affiliation Email addresses: University of Central Florida Rosen College of Hospitality Management, Department of Tourism, Events, and Attractions ([email protected])

Correspondence Address: University of Central Florida, Rosen College of Hospitality Management, Department of Tourism, Events, and Attractions, 9907 Universal Blvd., Orlando, Florida, United States, 32819, [email protected]

Kwun, David J.

Author ORCID Identifier: No data is Available

Affiliation Email addresses: University of Central Florida Rosen College of Hospitality Management, Department of Hospitality Services ([email protected])

Correspondence Address: Not specified in source.

Kang, Juhee

Author ORCID Identifier: No data is Available

Affiliation Email addresses: University of Central Florida Rosen College of Hospitality Management, Department of Hospitality Services ([email protected])

Correspondence Address: Not specified in source.

Permissions & Fee and Test Year

The instrument was initially developed in 2023. It is available for use in academic research and teaching settings. There is no fee associated with its use, and it is not distributed as a commercial product.

Reference’s

Hahm, J. J., Kwun, D. J., & Kang, J. (2023). Analysis of environmental stimuli, satisfaction, and behavioral responses: An extended Mehrabian-Russell model to alternative golf. International Journal of Hospitality Management, 109, 1–10. https://doi.org/10.1016/j.ijhm.2022.103407

[quads id=5]

Items of the Environmental Stimuli, Satisfaction, and Behavioral Intentions in the Alternative Golf Context–Model Questionnaire

This is a 19-item measure utilized on a seven-point Likert scale (1 = Strongly disagree to 7 = Strongly agree). The factors and subscales are detailed below.

• Physical environment quality

• Food and beverage quality

• Service quality

• Satisfaction

• Activity involvement

• Behavioral intentions

Note. All items are measured using a seven-point Likert scale (1 = Strongly disagree to 7 = Strongly agree).