Date of Award

Spring 8-1-2005

Document Type

Thesis

Degree Name

Master of Science (MS)

Department

Recreation

First Advisor

Daniel D. McLean

Second Advisor

Athansiosos Strigas

Third Advisor

Kimberly Bodey

Abstract

The purpose of this qualitative study was to identify the benefit needs of public golf course consumer. Ten participants with various demographic backgrounds were interviewed concerning their; a) golf skills, b) frequency of participation, c) playing behavior, d) benefit thoughts, and e) preferences of a public golf course. The conceptions that emerged from the participants' benefit needs in golf included: a) satisfaction, b) achievement, and c) well-being. The subconceptions, referred to as categories in this study associated with satisfaction were enjoyment, convenience, and the cost they accrue for each individual and include all satisfying psychological outcomes related to golf. The second categories under the achievement conception were personal growth and mental development, which involved achieving individual goals. The categories of the third conception well-being, golf as quality oflife, included physical health, mental health, and social communication. These paiiicipants considered as golf a vehicle for personal mobility. \\.foch includes improving health, having personal goal development opp01iunities, and receiving social participation opp01iunities. These people participated in golf for fun, to be with friends, to enhance physical and mental health, and to improve their personality anc social interaction. The participants all spoke of the importance 0f personal control; \\ ithout this, golf would not be as interesting to them. Tl:e i1;sight of the particirants resulted in three conceptions that supp01i and add new info:wation to golf n-iarket segmenta:ion. Other Americans who play golf may have si1~1ilar experiences and insight; however, further investigation is ·-xaJTanted.

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