Purpose – Although participation in golf has increased in several countries and is associated with an evolving golf industry, research on golf and golf players is rather limited. Therefore, the purpose of this paper is to analyse the sport-related expenditure of golfers and diferences of heavy and light spenders. Design/methodology/approach – Primary data of golf players were collected in Germany using a written survey which resulted in a convenience sample of n =197 golfers. Findings – The regression results indicate that the social motive, time for playing and training, handicap, age, and income have a significant impact on sport-related expenditure. There are several significant difference between heavy and light spenders based on psychological, behavioural, demographic, and resources variables. Research limitations/implications – A convenience sample was drawn and the sample size with n =197 respondents could be improved. Nonetheless, the descriptive results revealed that the sample structure was similar to previous research with regard to socio-demographic variables. Practical implications – Since the underlying motives of golfers vary immensely indicating a range of target groups, sport managers need to address each target group differently to fully exploit the marketing potential. Originality/value – Expenditure of golfers seems to be under researched and the results reveal that the average sport-related expenditure of golfers confirms that golf can be an expensive sport and that golf players are willing to spend on average one monthly income on their sport over a 12-month period.
Sport, Business and Management: An International Journal – Emerald Publishing
Published: May 11, 2015