This study was intended to present the marketing plan that can enhance the satisfaction, word-of-mouth intention and loyalty of existing and potential customers in the domestic golf travel market emerging as the future tremendous market. For this purpose, it attempted to analyze the effect on the satisfaction, word-of-mouth intention and loyalty of the choice and pursued value pattern of the tourists visiting the tourist golf course. The subjects were selected in the convenient sampling after confirming whether they had visited the golf course of the Muju Resort with the itinerary of more than one-night stay and 310 questionnaires were finally used for analysis. The multiple regression analysis was conducted to analyze them. First, it was found that in choosing the golf course, golf travellers' word-of-mouth intention and loyalty were influenced by external factors such as the specialized field and accessory facilities, easy accessibility, the effective operation of tourism programs in surrounding areas, cleanliness and comfortableness, beautiful natural scenery, diverse food and beverage facilities and the like. And it was found that they were significantly influenced by internal factors such as the provision of differentiated services, kind employees, comfortable environment, surrounding reputation, detailed information on surrounding tourism and the like. Second, it was found that golf travellers' satisfaction, word-of-mouth intention and loyalty were significantly influenced by the factors of goal pursuit, the value pursued by golf travellers, such as staying together family members or friends, doing business smoothly, pursuing the rest and health management and the like, and the factors of energy pursuit such as having a sense of achievement and enrichment, certain reenergizing, stress relief and the like as well.