Golf and the Experience Economy: Understanding Dedicated Golfers' Motivations and Future Intentions at Golf Alternative Experiences
Open Access
- Author:
- Soule, Brian
- Graduate Program:
- Recreation, Park and Tourism Management
- Degree:
- Doctor of Philosophy
- Document Type:
- Dissertation
- Date of Defense:
- February 08, 2022
- Committee Members:
- Peter Newman, Co-Chair of Committee
Andrew Wiesner, Outside Unit & Field Member
Pete Allison, Co-Chair & Dissertation Advisor
Jen Agans, Major Field Member
Brendan Taff, Professor in Charge/Director of Graduate Studies - Keywords:
- Experience Economy
golf
golf alternatives
motivation
achievement motivation
social motivation
future intentions
leisure constraints
participant sport
golf motivation
Topgolf
Drive Shack - Abstract:
- Golf, like many sport and recreation activities, has evolved and expanded since its inception. Golf was introduced to the United States in the late-1800s and has historically had a reputation of being exclusive; a game for the upper and upper-middle class. After experiencing a dramatic increase in popularity through the early 2000s, golf suffered a decline and had only recently leveled off before seeing another surge in participation during the COVID-19 pandemic. One of the key contributors to the success of the game in recent years has been the introduction of golf alternative facilities like Topgolf and Drive Shack that are built in a way that enhances the social experience. These facilities are experiencing great success and are welcoming a more diverse customer base than has ever been seen before in golf. The purpose of this study was to investigate the factors relating to individuals’ participation at golf alternative facilities to better understand the role that the experiences provided by these facilities play in the game of golf and the decisions of golfers. The study aimed to investigate the relationships among individuals’ experience with the game (i.e. “golfographics”), motivations, and future participation intentions both at golf alternative activities and at traditional golf courses. The study employed a mixed method approach and was conducted in two phases comprised of an online questionnaire (n = 135) and interviews (n = 7). Purposive and convenience sampling were used to capture a sample of mostly “dedicated golfers” who reported high levels of skill and engagement with golf. Using the Task and Ego in Sport Questionnaire (TEOSQ) and Social Motivational Orientations Scale for Sport (SMOSS), motivation surrounding visits to Topgolf and Drive Shack were measured. Cluster analysis and analyses of variance were conducted to investigate differences in golfographic and demographic data between clusters. Private-access golfers and public-access golfers were then compared. A number of significant differences between these two groups were discovered, leading to important findings for the golf industry. The study found utility in the concurrent use of achievement and social motivation frameworks to study participants in a sport setting that has a strong social component. Findings supported existing Experience Economy research suggesting that an experience and the built environment can significantly influence motivation and future intentions. The study found high social motivation in the sample, indicating that dedicated golfers frame Topgolf and Drive Shack as a social experience with a golf component, which has implications for the golf industry. The study also revealed that social factors play a role in recreation substitution choices, where many in the sample indicated a willingness to substitute Topgolf/Drive Shack for some traditional rounds of golf. Strategic recommendations for golf industry leaders, associations, and facilities are also discussed, with a focus on increasing diversity and inclusion in golf. Future research should investigate the interrelatedness of achievement and social motivations, especially in socially-focused sport settings, and should measure the impact of these motivations on future intentions. This study should be expanded with a sample that is more representative of the diverse Topgolf and Drive Shack customer populations. Suggestions for industry should be employed and studied further, specifically the recommendation to build similar experiences at traditional golf courses.