Analysis of Golfer Motivations and Constraints by Experience Use History

Abstract

With an increasing competition for attracting golfers to individual sites, it is becoming more important for managers to identify the variables which attract and retain their golfing clientele. The segmentation of golfers into homogeneous markets allows for the comparison of consumer variables by groups and can assist management in formulating consumer-oriented marketing strategies. The current study utilized experience use history (EUH) to create distinct, identifiable segments of users by examining their past behavior and experience levels in order to identify distinct motivations and constraints by segment. Subjects (N = 1,397) were randomly selected at six different Cleveland Metroparks golf courses. Results show that golfers with different experience use histories differed on both their motivations and constraints to play golf. Specific managerial and theoretical implications are discussed.