Golfers’s motivation and satisfaction: An empirical study in Klang Valley

Mokhtar, Norazlin (2009) Golfers’s motivation and satisfaction: An empirical study in Klang Valley. Masters thesis, University of Malaya.

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Abstract

Golf is the one of the most popular sports in the world (Cohn, 1993). This research seeks to analyze factors that contribute to golfers’ motivation in relation to their satisfaction. It sought to identify the influence of demographic factors on golfers’ satisfaction. It also examines the significant roles played by Experience Use History and destination attributes in relation to satisfaction. A total of 160 questionnaires were returned and analyzed in this survey. A sub-urban golf resort was used as the course study, together with a few others in the Klang Valley. Factor analysis were employed to identify the dimensions of golfers’ motivation as well as resort destination attributes. Results revealed that there exists a significant relationship between golfers’ motivation and satisfaction. Outdoor factor was considered to be the highest motivation factor in golfers. Experience Use History and demographic profile did not affect golfers’ satisfaction. Resort destination attributes played an important role in determining golfers’ satisfaction. Since golf course and staffing are important in influencing golfers’ satisfaction, managers must ensure service quality of staff and golf course. Golfers’ motivation and satisfaction may be used to guide marketing strategies by delivering a message which coincides with golfers’ experience use histories.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Golfers’s motivation, Golfers’s satisfaction, Klang Valley, Experience Use History
Subjects: H Social Sciences > H Social Sciences (General)
Depositing User: MS NOOR ZAKIRA ZULRIMI
Date Deposited: 23 Jul 2013 01:02
Last Modified: 23 Jul 2013 01:02
URI: http://repository.um.edu.my/id/eprint/853

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