Abstract:
Golf rounds declined in the U.S. from 2001 to 2004. The southeast region of the country has started to show increases in golf rounds. A possible explanation for this turn-around can be found in the theory of reasoned action. A survey among Professional Golf Association Class A Members in the Carolinas section of the PGA shows the utility of retaining current avid golfers is greater than the utility of attracting new golfers. Implications for managing golf clubs nationally are discussed.
The golf industry in the U.S. has recently been stagnant or declining in the number of rounds of golf played annually. The National Golf Foundation (NGF) has reported a national decline from 2001 to 2004 of -4.5% (NGF, 2004). A similar trend (-4.3%) has been observed in the southeast region during that period. Some observers (Graves, 2006; Harrack, 2006) have suggested that concentrating on getting avid golfers to play more rounds is a better approach than trying to attract new golfers to a club.
