Design, maintenance, congeniality.
About equal in importance.
1 - Design. Is the course layout challenging yet fair to all levels of players? Are the fairways reasonable, the rough segregated in character from less to more penal, the hazards intelligently placed to challenge various skill levels? Are the greens contoured and pins placed to truly facilitate two well struck putts?
2 - Maintenance. Is every aspect of the grounds maintained as designed? Greens receptive and smooth? Bunkers well defined and sand well drained and of proper granularity? First cut rough intermediate from fairway to native grass? Trees strategically placed and properly trimmed? Lateral hazards and OOB marked? Fairways cut tight and firm? Landing areas given special attention to preserve playability? Tees reasonably placed and groomed where called for (where divots may occur... tees that often get strokes off the deck) repaired?
3 - Congeniality. Courtesy and respect encouraged of staff and guests! Respect the game, the staff, the players, and the grounds!
I played a course like this when I started as a teen. I play one now. Well designed, excellently maintained, fine staff and a great bunch of folks to share with!