On behalf of the Club Managers Association of Europe a Bournemouth University student led research team was tasked with identifying and exploring initiatives that help participation and ultimately increase club membership in golf.
On behalf of the Club Managers Association of Europe a Bournemouth University student led research team was tasked with identifying and exploring initiatives that help participation and ultimately increase club membership in golf.
The results showed time constraints involved with work and family life, are having a negative impact on participation and membership. However, golf is still deemed an expensive sport with the average golfer spending double what other people spend on their sports. In addition, when analysing the qualitative data in depth, members believe their clubs marketing efforts were insufficient and unprofessional. Perceptions of golf between golfers and non-golfers were very similar, stating that golf was a game that is still too expensive, time consuming and technical.
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