Golfers in Colorado

Abstract

Tourism, and specifically golf, continue to be major drivers to the Colorado economy, especially in relatively high natural amenity areas. However, it is not clear that tourism promotion and broader golf marketing strategies are effectively aimed given the evolving nature of golf consumers and their visitation patterns, even though this is an important external force impacting the industry. The objective of this research is to develop a set of golfer profiles for Colorado to assist in the development of promotional strategies differentially targeted at in-state and traveling golfers.

Key Words:

• Golfers
• consumer research
• tourism impact