The profile and motivation of golf tournament attendees: an empirical study

Abstract

We conducted surveys at the 2006 Chrysler Classic of Greensboro and the 2007 Wyndham Championship to determine a spectator golf profile and motivation. We performed regression analysis. Our explanatory variables were past attendance, motivations to attend tournament, importance of player’s names, and participation in peripheral activities. Our dependent variables were overall rating of the tournament and intention to attend a future tournament. Our analysis indicated that the effect of motivation and participation were significant on both dependent variables. The effects of past attendance on the dependent variable were significant only on intention of future attendance and the effects of names of players were found to be mixed.

Keywords:

• Sport spectators
• PGA tournaments
• marketing strategies
• golf industry
• peripheral activities
• audience participation activities
• identity theory