El perfil del usuario en clubes de golf sociales mixtos con campos de 9 hoyos en GaliciaUn intento de segmentación desde la perspectiva de género
- Serrano Gómez, Virginia
- Rial Boubeta, Antonio
- García García, Oscar
- Gambau Pinasa, Vicente
ISSN: 1578-8423, 1989-5879
Year of publication: 2011
Volume: 11
Issue: 2
Pages: 131-138
Type: Article
More publications in: Cuadernos de psicología del deporte
Abstract
The aim is to know the golf users´ global profile in mixed-social clubs (model of hybrid operation between private and business club) with 9-holes courses in Galicia, checking in what extent there are different types of users characterized on the basis of social demographic, attitudinal and motivational variables and related to the own practice of golf. Moreover, it will be analyzed the possible differences of gender, identifying their specific necessities. A total of 321 users of five golf clubs were interviewed by means of an ad hoc questionnaire. The findings show the existence of different profiles, with different attitudes and motivations. The results reveal a particular idiosyncrasy of the female segment in golf practice, with specific motivations and necessities. This type of data illustrates clearly the necessity for a more personalized organization and management of the current golf clubs.
Bibliographic References
- Hutchinson, J., Lai, F., Wang, Y.(2009). Understanding the relationships of quality, value, equity, satisfaction, and behavioral intentions among golf travelers. Tourism Management, 30,298-308
- Kim, C. y Kim, S. (1998). Segmentation of Sport Center Members in Seoul Based on Attitudes Toward Service Quality. Journal of Sport Management, 12, 273-287.
- Kotler, P. (2009). Dirección de Marketing. Madrid: Prebtice-Hall.
- Lee, J.H., Kim, H.D., Ko, Y.J., Sagas, M. (2011). The influence of service quality on satisfaction and intention: A gender segmentation strategy. Sport Management Review, 14, 54-63
- Luna-Arocas, R., y Mundina, J. (1998). El marketing estratégico del deporte: satisfacción, motivación y expectativas. Revista de Psicología del Deporte, 13, 169-174.
- Luna-Arocas, R. & Tang, T.L.P. (2005). The use of cluster analysis to segment clients of a sport centre in Spain. European Sport Management Quarterly. 5, 381-413.
- Martínez, J.A. y Martínez, L. (2009) ¿Las actitudes hacia el servicio deportivo varían según el grado de experiencia del consumidor? Motricidad. European Journal of Human Movement, 22, 1-21.
- Mort, J. K. & Collins, M. F. (2001). Municipal golf in England: exploring performance indicators for local authorities. Managing Leisure, 6, 220-243.
- Mundina, J. J. y Calabuig, F. (1997). El marketing social al servicio de la gestión de la calidad. El caso de los Servicios Públicos Náuticos de la Generalitat Valenciana. Apunts, 57, 77-83.
- Picón, E., Varela, J. y Lévy, J.P. (2004). Segmentación de mercados. Aspectos estratégicos y metodológicos. Madrid: Prentice-Hall.
- Rial, A., Alonso, D., Rial, J., Picón, E., Varela, J. (2009). Un intento de segmentación integral de los usuarios de centros deportivos. Apunts, 95, 82-91.
- Rial, J.; Varela, J.; Rial, A.; Real, E. (2010). Modelización y medida de la Calidad Percibida en centros deportivos: la escala QSport-10.Revista Internacional de Ciencias del Deporte,18, 57-73.
- Sanz, E. y Ponce de León, A. (2010). Claves en la aplicación del algoritmo Chaid. Un estudio del ocio físico deportivo universitario. Revista de Psicología del Deporte, 19, 319-333.
- Serrano, V., Rial, A., García, O., Hernández Mendo, A. (2010). La evaluación de la calidad percibida del servicio como elemento clave para la gestión de los clubs de golf en España. Apunts, 102, 95-105.
- Shani, A., Wang, Y., Hutchinson, J., Lai, F. (2010). Applying Expenditure-based Segmentation on Special-Interest Tourists: The Case of Golf Travelers. Journal of Travel Research, 49, 337-350.
- Tassopoulos, D. & Haydam, N. (2008). Golf tourists in South Africa: A demand-side study of a niche market in sports tourism. Tourism Management, 26, 870-882.
- Walsh, G., Henning-Thurau, T., Wayne-Mitchell, V., Wiedmann, K. (2001): Consumers' decisionmaking style as a basis for market segmentation, Journal of Targeting, Measurement and Analysis for Marketing, 10, 117-131.