Understanding the formation process of immersive experience, brand attachment and revisit intentions in golf tournaments: A quantitative and qualitative interpretation

Abstract

Purpose - Although golf is increasingly attracting the attention of players and tourists through their involvement in tournaments, there is limited research that attempts to analyze the formation process of immersive experiences and brand attachment in golf tournaments. This study aims to understand the formation process of immersive experiences and brand attachment in golf tournaments, applying the cognitive - affective - conative - action (CACA) framework to identify the factors that influence the development of these experiences and attachments. By doing so, it seeks to clarify how participants in golf tournaments build relationships with the brands associated with these events. Design/methodology/approach - This study adopts a mixed-methods approach, combining both quantitative and qualitative analysis, while utilizing the cognitive – affective – conative – action (CACA) framework. Quantitative data were collected through surveys with 326 golfers who have had involvement in golf tournaments, while qualitative data were gathered from in-depth interviews to validate the quantitative findings. Findings - The results of the study provide important theoretical implications for understanding how cognitive factors (game of golf and course setting) influence affective factors (aesthetics and escapism), which, in turn, affect brand attachment and golfers' revisit intentions after their involvement in tournaments. Additionally, the study demonstrates that golf involvement in tournaments significantly moderates the relationship between the game of golf and aesthetics, as well as between the game of golf and escapism. Moreover, golf involvement in tournaments also plays a significant moderating role in the relationship between course setting and escapism. However, golf involvement does not significantly affect the interaction between course setting and aesthetics. Originality/value - This study offers a unique contribution to the field of golf tournaments by exploring the under-researched process of forming immersive experiences and brand attachment and revisit intentions within these events. By applying the cognitive – affective – conative - action (CACA) framework, the study presents a comprehensive model that identifies and explains the key factors influencing how participants engage with and become attached to brands during golf tournaments. This research not only deepens our understanding of the dynamics of brand attachment in the specific context of golf tournaments, but also provides valuable insights for tournament organizers, marketers, and event planners who aim to enhance attendee experiences and foster long-term brand loyalty