Golf players as a customer segment: the influence of handicap level and residency in customer satisfaction and expenditure
DOI:
https://doi.org/10.47197/retos.v52.101596Keywords:
consumer expenditure, customer satisfaction, golf, handicap, segmentation, sport events, sport tourismAbstract
Segmentation has been proven to be one of the best tools to facilitate sports entities' achievement of their goals. The objective of this research was to analyze the influence on customer expenditure and satisfaction for an elite golf event based on segmentation variables such as residence (local vs visitor) and handicap level of the attendees (spectator vs spectator-player). In addition, this research aimed to establish a multivariate model that allows predicting the place of residence and the handicap based on the interaction of the analyzed variables, with the intention to establish a behaviour pattern based on these variables for those attending an elite golf tournament. Results revealed that attendees with a golf handicap exhibited higher satisfaction levels and were more likely to recommend and spend at golf events. On the other hand, non-handicap spectators and those attendees from outside Madrid displayed higher economic expenditure, indicating the importance of meeting their specific needs to achieve positive economic impact results. The decision tree models provided insights into attendee behavior, identifying factors influencing their satisfaction and likelihood to attend again. Factors including future attendance intention, satisfaction with the food court variety, and spending on accommodation and souvenirs were found to be significant predictors of residency and handicap level. In conclusion, this research contributes to the understanding of customer behavior at elite golf events, offering practical implications for event organizers and sport managers.
Keywords: consumer expenditure, customer satisfaction, golf, handicap, segmentation, sport events, sport tourism.
References
Agrusa, J., & Tanner, J. (2002). The economic significance of the 2000 buy.Com golf tournament on the Lafayette, Louisiana area. Journal of Sport and Tourism, 7(1), 6-24. https://doi.org/10.1080/10295390208718714
Akinci, S., Kiymalioğlu, A., & Inana, E. A. (2015). How golf players’ satisfaction from golf experience predicts their loyalty intentions? Mediating role of perceived value. International Journal of Culture, Tourism, and Hospitality Research, 9(2), 117-132. https://doi.org/10.1108/IJCTHR-04-2014-0033
Arnegger, J., & Herz, M. (2016). Economic and destination image impacts of mega-events in emerging tourist destina-tions. Journal of Destination Marketing & Management, 5(2), 76–85. http://doi.org/10.1016/j.jdmm.2015.11.007
Benito Colio, B., & Solanellas Donato, F. (2022). Validation of the Trade Policy Sports (TP-SPORTS) instrument for the analysis of the commercial policy of sports centres and clubs. Retos, 46, 104–113. https://doi.org/10.47197/retos.v46.92064
Biscaia, R. (2015). Spectators’ experiences at the sport and entertainment facility: The key for increasing attendance over the season. Sport & Entertainment Review, 1(2), 57–64.
Butler, R. W. (2019). Contributions of tourism to destination sustainability: golf tourism in St Andrews, Scotland. Tourism Review, 74(2), 235-245. https://doi.org/10.1108/TR-12-2017-0197
Calabuig, F., Burillo, P., Crespo, J., Mundina, J. J., & Gallardo, L. (2010). Satisfaction, quality and perceived value in spectators of athletics. Revista Internacional de Medicina y Ciencias de La Actividad Física y Del Deporte, 10(40), 577-593.
Crilley, G., Murray, D., Howat, G., March, H., & Adamson, D. (2002). Measuring performance in operational man-agement and customer service quality: A survey of financial and non-financial metrics from the Australian golf in-dustry. Journal of Retail & Leisure Property, 2(4), 369-380. https://doi.org/10.1057/palgrave.rlp.5090157
Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218. https://doi.org/10.1016/S0022-4359(00)00028-2
Frochot, I., & Morrison, A. (2000). Benefit segmentation: A review of its applications to travel and tourism research. Journal of Travel and Tourism Marketing, 9(4), 21-45. https://doi.org/10.1300/J073v09n04_02
Gravetter, F.J., y Wallnau, L.B. (2007). Statistics for the behavioural sciences (7th ed.). Belmont, CA: Wadsworth.
Gu, Z., & He, C. (2021). Application of Fuzzy Decision Tree Algorithm Based on Mobile Computing in Sports Fitness Member Management. Wireless Communications and Mobile Computing. https://doi.org/10.1155/2021/4632722
Hall, J., O’Mahony, B., Hospitality, Julian. V. (2010). An empirical model of attendance factors at major sporting events. International Journal of Hospitality, 29(2), 328–334. https://doi.org/10.1016/j.ijhm.2009.10.011
Hansen, H., & Gauthier, R. (2021). Spectators’ views of PGA golf events. In A.J. Cochran & M. Farrally (Eds.), Science and Golf II: Proceedings of the World Scientific Congress of Golg. London: Taylor and Francis
Hudson, S., & Hudson, L. (2014). Golf Tourism. Goodfellow Publishers Ltd.
Islam, M. S. (2022). Marketing for Hospitality and Tourism. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.4138643
Jae Ko, Y., Kyoum Kim, Y., Kil Kim, M., & Hak Lee, J. (2010). The role of involvement and identification on event quality perceptions and satisfaction: A case of US Taekwondo Open. Asia Pacific Journal of Marketing and Logistics, 22(1), 25–39. https://doi.org/10.1108/13555851011013137
Jang, W., Byon, K. K., & Song, H. (2021). Effect of prior gameplay experience on the relationships between esports gameplay intention and live esports streaming content. Sustainability, 13(14). https://doi.org/10.3390/su13148019
Jin, N., Lee, H., & Lee, S. (2013). Event Quality, Perceived Value, Destination Image, and Behavioral Intention of Sports Events: The Case of the IAAF World Championship, Daegu, 2011. Asia Pacific Journal of Tourism Research, 18(8), 849–864. https://doi.org/10.1080/10941665.2012.711336
Joshi, A., Kale, S., Chandel, S., & Pal D.K. (2015). Likert Scale: Explored and Explained. British journal of Applied Science & Technology, 7(4), 396-403. https://doi.org/10.9734/BJAST/2015/14975
Kim, T. H., Ko, Y. J., & Park, C. M. (2013). The influence of event quality on revisit intention: Gender difference and segmentation strategy. Managing Service Quality, 23(3), 205–224. https://doi.org/10.1108/09604521311312237
Lambrecht, K. W., Kaefer, F., & Ramenofsky, S. D. (2009). Sportscape Factors Influencing Spectator Attendance and Satisfaction at a Professional Golf Association Tournament. Sport Marketing Quarterly, 18(3), 165–172.
Leal-Londoño, M. del P., Travé-Molero, R., Medina, F. X., Abadia-Naudí, S., & Sánchez-Bergara, S. (2021). Sport tourism: an opportunity for local regions in a global context. A Delphi study) Retos, 42, 77–88. https://doi.org/10.47197/retos.v42i0.86696
Lee, J., & Kang J.H. (2015). Effects of Sport Event Satisfaction on Team Identification and Revisit Intent. Sport Market-ing Quarterly, 24(4), 225-234.
Lyu, S. O., & Lee, H. (2013). Market Segmentation of Golf Event Spectators Using Leisure Benefits. Journal of Travel and Tourism Marketing, 30(3). https://doi.org/10.1080/10548408.2013.774913
MacDonald, R. M., MacEachern, M., & Hennessey, S. (2012). Examining Golfer Characteristics: A Framework for Understanding Visitors to a Destination. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.1617251
McCartney, G., Thomas, S., Thomson, H., Scott, J., Hamilton, V., Hanlond, P., & Bond, L. (2010). The health and socioeconomic impacts of major multi-sport events: systematic review (1978-2008). BMJ, 340, c2369. https://www.bmj.com/content/340/bmj.c2369
McDonald, M. A., Milne, G. R., & Hong, J. (2002). Motivational Factors for Evaluating Sport Spectator and Partici-pant Markets. Sport Marketing Quarterly, 11(2), 110-113.
Méndez-Domínguez, C., Gómez-Ruano, M. A., Rúiz-Pérez, L. M., & Travassos, B. (2019). Goals scored and re-ceived in 5vs4 GK game strategy are constrained by critical moment and situational variables in elite futsal. Journal of Sports Sciences, 37(21). https://doi.org/10.1080/02640414.2019.1640567
Osti, L., Disegna, M., & Brida, J. G. (2012). Repeat visits and intentions to revisit a sporting event and its nearby desti-nations. Journal of Vacation Marketing, 18(1), 31–42. https://doi.org/10.1177/1356766711428803
Palmer, C. (2018). More Than Just a Game: The Consequences of Golf Tourism. In B. W. Ritchie & D. Adair (Eds.), Sport Tourism Interrelationships, Impacts and Issues. Channel View Publications
Parker, C., & Mathews, B. P. (2001). Customer satisfaction: Contrasting academic and consumers' interpretations. Marketing Intelligence & Planning, 19(1), 38–44. https://doi.org/10.1108/02634500110363790
Petrick, J. F. (2002). An examination of golf vacationers’ novelty. Annals of Tourism Research, 29(2), 384-400. https://doi.org/10.1016/S0160-7383(01)00040-8
Ramírez-Hurtado, J. M., & Berbel-Pineda, J. M. (2015). Identification of Segments for Overseas Tourists Playing Golf in Spain: A Latent Class Approach. Journal of Hospitality Marketing and Management, 24(6). https://doi.org/10.1080/19368623.2014.934980
Robinson, M. J., & Carpenter, R. (2002). The Day of the Week’s Impact on Selected Socio-demographic Characteris-tics and Consumption Patterns of Spectators at a Ladies Professional Golf Association Event. Sport Marketing Quar-terly, 11(4), 242-247.
Santos, M. (2012). An attendance behavior model at sports events: comparison and constrast of two models. Sport Science Review, 21(1–2), 21-36. https://doi.org/10.2478/v10237-012-0002-x
Schreyer, R., Lime, D. W., & Williams, D. R. (1984). Characterizing the influence of past experience on recreation behavior. Journal of Leisure Research, 16(1). https://doi.org/10.1080/00222216.1984.11969571
Shani, A., Wang, Y., Hutchinson, J., & Lai, F. (2010). Applying expenditure-based segmentation on special-interest tourists: The case of golf travelers. Journal of Travel Research, 49(3). https://doi.org/10.1177/0047287509346852
Scott, A. K. S., & Turco, D. M. (2009). Distinguishing Event Spectator spending Profiles: Projected Impacts of the 2009 US Open Golf Championship. Choregia: Sport Management International Journal, 5(1), 39–54.
Theodorakis, N. D., & Alexandris, K. (2008). Can service quality predict spectators’ behavioral intentions in profes-sional soccer? Managing Leisure, 13(3–4), 162-178. https://doi.org/10.1080/13606710802200852
Vila-Lorenzo, L., & Guzmán-Luján, J. F. (2023). Reasons for practice, hiring and perception of personal training ser-vice in premium clients. Retos, 51, 149–158. https://doi.org/10.47197/retos.v51.99572
Zhao, Y. (2021). Sports Enterprise Marketing and Financial Risk Management Based on Decision Tree and Data Min-ing. Journal of Healthcare Engineering. https://doi.org/10.1155/2021/7632110
Downloads
Published
Issue
Section
License
Copyright (c) 2023 Retos
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and ensure the magazine the right to be the first publication of the work as licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of authorship of the work and the initial publication in this magazine.
- Authors can establish separate additional agreements for non-exclusive distribution of the version of the work published in the journal (eg, to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Is allowed and authors are encouraged to disseminate their work electronically (eg, in institutional repositories or on their own website) prior to and during the submission process, as it can lead to productive exchanges, as well as to a subpoena more Early and more of published work (See The Effect of Open Access) (in English).
This journal provides immediate open access to its content (BOAI, http://legacy.earlham.edu/~peters/fos/boaifaq.htm#openaccess) on the principle that making research freely available to the public supports a greater global exchange of knowledge. The authors may download the papers from the journal website, or will be provided with the PDF version of the article via e-mail.
