Association of Marketing Theory and Practice Proceedings 2011


Importance of Market Segments at Carolina Golf Clubs

Document Type

Conference Proceeding

Conference Track

Sport Marketing

Publication Date



An online survey gathered data from 98 PGA Class A professionals managing golf clubs in the Carolinas in Wave 1 conducted in 2006. Wave 1 results indicate PGA Class A members should focus on some new segments to increase revenues from greens and cart fees. Wave 2 is currently in the field and will show whether the recession has led to more or less emphasis on new segments. Wave 2 data will be available by the end of the current semester.

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