Abstract:

The purpose of this study is to explore the phenomenon and impact of social interaction in the cross-cultural golf tourists' experiences. Based on social exchange theory (SET), the study attempts to discuss the tourists' social interactions with service providers, companion tourists, as well as the emotional engagement with destination factors by using NVivo software. The results of blog contents analysis show that the golf tourists' social interaction with service providers is built by combining attributes of knowledge exchanges and affective attitudes such as intercultural and sympathizing interactions. Furthermore, familiarity on destination factors in consumption interactions also elicited the emotional engagement from Korean golfers