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Golf players as a customer segment: the influence of handicap level and residency in customer satisfaction and expenditure

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Název: Golf players as a customer segment: the influence of handicap level and residency in customer satisfaction and expenditure
Autoři: Macías, Ricardo, Bonal, José, Iván-Baragaño, Iyán, León-Quismondo, Jairo, Herráiz, Marta, Leguina, Mercedes, del Arco, Javier, Pérez-González, Benito, Burillo, Pablo, Fernández-Luna, Álvaro
Zdroj: Retos
Retos: Nuevas Tendencias en Educación Física, Deportes y Recreación, Vol 52 (2024)
Informace o vydavateli: JURUFRA SL, 2023.
Rok vydání: 2023
Témata: 2. Zero hunger, customer satisfaction, segmentation, 1. No poverty, golf, consumer expenditure, sport tourism, handicap, 12. Responsible consumption, satisfacción del cliente, GV557-1198.995, 11. Sustainability, 8. Economic growth, Artículos de carácter científico: investigaciones básicas y/o aplicadas, sport events, gasto del consumidor, turismo deportivo, segmentación, eventos deportivos, Sports
Popis: Segmentation has been proven to be one of the best tools to facilitate sports entities' achievement of their goals. The objective of this research was to analyze the influence on customer expenditure and satisfaction for an elite golf event based on segmentation variables such as residence (local vs visitor) and handicap level of the attendees (spectator vs spectator-player). In addition, this research aimed to establish a multivariate model that allows predicting the place of residence and the handicap based on the interaction of the analyzed variables, with the intention to establish a behaviour pattern based on these variables for those attending an elite golf tournament. Results revealed that attendees with a golf handicap exhibited higher satisfaction levels and were more likely to recommend and spend at golf events. On the other hand, non-handicap spectators and those attendees from outside Madrid displayed higher economic expenditure, indicating the importance of meeting their specific needs to achieve positive economic impact results. The decision tree models provided insights into attendee behavior, identifying factors influencing their satisfaction and likelihood to attend again. Factors including future attendance intention, satisfaction with the food court variety, and spending on accommodation and souvenirs were found to be significant predictors of residency and handicap level. In conclusion, this research contributes to the understanding of customer behavior at elite golf events, offering practical implications for event organizers and sport managers. Keywords: consumer expenditure, customer satisfaction, golf, handicap, segmentation, sport events, sport tourism.
Druh dokumentu: Article
Popis souboru: application/pdf
ISSN: 1988-2041
1579-1726
DOI: 10.47197/retos.v52.101596
Přístupová URL adresa: https://recyt.fecyt.es/index.php/retos/article/view/101596
https://doaj.org/article/069ee5adbe4d44f9936a60b4eb6b744d
Rights: CC BY NC ND
Přístupové číslo: edsair.doi.dedup.....91723417168701db0d383d34c6fe59a8
Databáze: OpenAIRE
Popis
Abstrakt:Segmentation has been proven to be one of the best tools to facilitate sports entities' achievement of their goals. The objective of this research was to analyze the influence on customer expenditure and satisfaction for an elite golf event based on segmentation variables such as residence (local vs visitor) and handicap level of the attendees (spectator vs spectator-player). In addition, this research aimed to establish a multivariate model that allows predicting the place of residence and the handicap based on the interaction of the analyzed variables, with the intention to establish a behaviour pattern based on these variables for those attending an elite golf tournament. Results revealed that attendees with a golf handicap exhibited higher satisfaction levels and were more likely to recommend and spend at golf events. On the other hand, non-handicap spectators and those attendees from outside Madrid displayed higher economic expenditure, indicating the importance of meeting their specific needs to achieve positive economic impact results. The decision tree models provided insights into attendee behavior, identifying factors influencing their satisfaction and likelihood to attend again. Factors including future attendance intention, satisfaction with the food court variety, and spending on accommodation and souvenirs were found to be significant predictors of residency and handicap level. In conclusion, this research contributes to the understanding of customer behavior at elite golf events, offering practical implications for event organizers and sport managers. Keywords: consumer expenditure, customer satisfaction, golf, handicap, segmentation, sport events, sport tourism.
ISSN:19882041
15791726
DOI:10.47197/retos.v52.101596