The Benefits of Redefining a Round of Golf: An Analysis Based on Leisure Constraints Theory
DOI:
https://doi.org/10.33423/jmdc.v18i3.7323Keywords:
marketing development, leisure constraints theory, golf industry, marketing strategy, sports marketingAbstract
The golf industry plays an important role in the economy. However, shifts in the marketplace have created challenges for the industry. The purpose of this research is to discover potential marketing strategies to recruit and retain golfers that focus on eliminating leisure constraints. Using a survey, this research asked golfers about their interests in playing different golf course configurations instead of the traditional 18 holes. Results show that a majority of participants prefer shorter rounds. The results of this study can assist golf course owners in developing marketing strategies that remove leisure constraints for consumers, therefore increasing participation and profitability.
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