It is becoming increasingly important for destination managers to identify the variables which attract and retain their current and potential clientele. The segmentation of golf travellers into homogeneous markets allows for the comparison of consumer variables by groups and can assist management in formulating consumer-oriented marketing strategies. The current study utilised experience use history (EUH) to create distinct, identifiable segments of golf travellers by examining their past behaviour and experience levels. This allowed the consideration of differences between the segments with regard to overall satisfaction, perceived value and intention to repurchase a golf vacation. Results revealed that golf travellers with diferent EUHs difiered in both their overall satisfaction and intentions to revisit the destination. Specific managerial implications are discussed.
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2.
(2) National Golf Foundation (1995) ‘Golf Travel in the United States’, National Golf Foundation, Jupiter, FL.
3.
(3) Ibid.
4.
(4) Kotler, P., Bowen, J. and Makens, J. (1996) ‘Marketing for Hospitality and Tourism’, Prentice Hall, Upper Saddle River, NJ.
5.
(5) Backman, S. J. (1991) ‘An investigation of the relationship between activity loyalty and perceived constraints’, Journal of Leisure Research, Vol. 23, No. 4, pp. 332-344.
6.
(6) Petrick, J. F., Backman, S. J. and Bixler, R. D. (1998) ‘An investigation of selected factors on golfer attachment’, Visions in Leisure and Business, Vol. 17, No. 1, pp. 4-10.
7.
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8.
(8) PGA of America (1996) ‘All about Golf II: A Research Study Profiling the Golfer as a Consumer’, PGA Publications.
9.
(9) Gray, P. (1982) ‘A differential description of golfers on the basis of benefits sought and class variables’, cited in Crompton, J. C. and Lamb, C. W. (eds) (1993) ‘Marketing Government and Social Services’, John Wiley and Sons, New York.
10.
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11.
(11) Virden, R. J. (1992) ‘Integrating past experience into leisure marketing strategies’, Leisure Information Quarterly, Vol. 16, No. 1, pp. 6-8.
12.
(12) Ibid.
13.
(13) Ibid., p. 7.
14.
(14) Schreyer, R., Lime, D. W. and Williams, D. R. (1984) ‘Characterizing the influence of past experience on recreation behaviour’, Journal of Leisure Research, Vol. 16, No. 1, pp. 34-50.
15.
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16.
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17.
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18.
(18) Williams et al., ref 15 above.
19.
(19) Petrick, J. F., Backmam, S. J., Bixler, R. D. and Norman, W. C. (2001) ‘Analysis of golfer motivations and constraints by experience use history’, Journal of Leisure Research, Vol. 33, No. 1, pp. 8-14.
20.
(20) Schreyer et al., ref 14 above.
21.
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22.
(22) Petrick, J. F. (1999) ‘An examination of the relationship between golf travelers’ satisfaction, perceived value and loyalty and their intentions to revisit’, unpublished doctoral dissertation, Clemson University, Clemson, SC.
23.
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24.
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25.
(25) Barsky, J. D. and Labagh, R. (1992) ‘A strategy for customer satisfaction’, Cornell Hotel and Restaurant Administration Quarterly, Vol. 33, No. 5, pp. 32-40.
26.
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27.
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28.
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29.
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30.
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31.
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32.
(32) Ibid., p. 139.
33.
(33) Jones, T. O. and Sasser, E. (1995) ‘Why satisfied customers defect’, Harvard Business Review, Vol. 73, November, pp. 88-99.
34.
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35.
(35) Petrick, ref 22 above.
36.
(36) Fakeye, P. C. and Crompton, J. L. (1992) ‘Importance of socialization to repeat visitation’, Annals of Tourism Research, Vol. 19, No. 2, pp. 364-367.
37.
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38.
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39.
(39) Ibid., p. 3.
40.
(40) Rosenberg, L. and Czepial, J. (1984) ‘A marketing approach for customer retention’, Journal of Consumer Marketing, Vol. 1, No. 2, pp. 45-51.
41.
(41) Williams et al., ref 15 above.
42.
(42) Shinew, ref 17 above.
43.
(43) Petrick et al., ref 19 above.
44.
(44) Diliman, D. (1978) ‘Mail and Telephone Surveys’, John Wiley and Sons, New York.
45.
(45) Petrick et al., ref 19 above.
46.
(46) Grewal, D., Monroe, K. B. and Krishnan, R. (1998) ‘The effects of price-comparison advertising on buyers’ perceptions of acquisition value, transaction value and behavioural intentions’, Journal of Marketing, Vol. 62, No. 2, pp. 46-59.
47.
(47) Schreyer et al., ref 14 above.
48.
(48) Petrick et al., ref 19 above
49.
(49) Ibid.
50.
(50) Ibid.
51.
(51) Ott, R. L. (1993) ‘An Introduction to Statistical Methods and Data Analysis’, 4th edn, Wadsworth, Belmont, CA.
52.
(52) Ritchie, J. R. B. (1996) ‘Beacons of light in an expanding universe: An assessment of the state-of-the-art in tourism marketing/marketing research’, Journal of Travel and Tourism Marketing, Vol. 5, No. 4, pp. 49-84.
53.
(53) Barsky and Labagh, ref 25 above.
54.
(54) Madrigal, ref 27 above.
55.
(55) Parasuraman, A. (1997) ‘Reflections on gaining competitive advantage through customer value’, Journal of the Academy of Marketing Science, Vol. 25, No. 2, pp. 154-161.
