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Millennials perception and participation in the game of golf in Malaysia

The game of golf shows tourism and sports industry can generate income and promote sustainable development that bridge cultural, ethnic, and national divides. However, the lack of participation among Malaysian millennials is alarming since they are expected to replace the current consumer base. Ther...

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Main Author: Thielke, Steven A
Format: Thesis
Language:English
English
Published: 2023
Subjects:
G154.9-155.8 Travel and state. Tourism
Online Access:https://etd.uum.edu.my/11054/1/Depositpermission_s826392.pdf
https://etd.uum.edu.my/11054/2/s826392_01.pdf
https://etd.uum.edu.my/11054/
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spelling my.uum.etd.110542024-03-18T23:53:28Z https://etd.uum.edu.my/11054/ Millennials perception and participation in the game of golf in Malaysia Thielke, Steven A G154.9-155.8 Travel and state. Tourism The game of golf shows tourism and sports industry can generate income and promote sustainable development that bridge cultural, ethnic, and national divides. However, the lack of participation among Malaysian millennials is alarming since they are expected to replace the current consumer base. Therefore, research into millennial golfers' perceptions and participation in golf is critical. This study aims to understand millennials' perceptions of and participation in the game of golf in Malaysia. By adopting phenomenological qualitative research, this study utilised the purposive sampling technique and the semi-structured interview method, involving 8 Malaysian millennials aged between 25 and 40 years old. The data was analysed using NVivo 11 Pro software. Findings from this study suggest that the growth of golf in Malaysia is challenging and requires some improvements. Negative stereotypes about this sport must be overcome. Golf clubs need to focus on etiquette and standards, family friendliness, technology, a welcoming atmosphere, and inclusivity for all. Although the millennials agreed on the positive effect of golf on health, financial, social, and work performance, several factors kept them from playing golf. These factors include the time taken to play golf, the difficulty of golf as a sport, the safety issue, the cost, being distracted by other priorities and other sports and lifestyle activities, hot weather, and having no friends to play with. It is foreseen that besides providing good facilities, golf clubs can attract millennials by making it more family- and child-friendly through accessibility, positive word-of-mouth, technology incorporation, membership benefits, and promoting peer referrals or awareness programmes. High-quality dining, loosening the rules or professionalising the management team, and the metaverse concept also allow them to enjoy the clubs even more, aside from the existence of non-golf amenities and social components. In addition, golf clubs and the government should consider issues such as the clubs’ location, membership costs, and the unavailability of lifetime memberships, especially for potential members with financial constraints. This study suggests the government and golf clubs must consider millennials perception, as they will eventually replace the current consumer base, and implement corrective actions to encourage participation in golf 2023 Thesis NonPeerReviewed text en https://etd.uum.edu.my/11054/1/Depositpermission_s826392.pdf text en https://etd.uum.edu.my/11054/2/s826392_01.pdf Thielke, Steven A (2023) Millennials perception and participation in the game of golf in Malaysia. Masters thesis, Universiti Utara Malaysia.
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Electronic Theses
url_provider http://etd.uum.edu.my/
language English
English
topic G154.9-155.8 Travel and state. Tourism
spellingShingle G154.9-155.8 Travel and state. Tourism
Thielke, Steven A
Millennials perception and participation in the game of golf in Malaysia
description The game of golf shows tourism and sports industry can generate income and promote sustainable development that bridge cultural, ethnic, and national divides. However, the lack of participation among Malaysian millennials is alarming since they are expected to replace the current consumer base. Therefore, research into millennial golfers' perceptions and participation in golf is critical. This study aims to understand millennials' perceptions of and participation in the game of golf in Malaysia. By adopting phenomenological qualitative research, this study utilised the purposive sampling technique and the semi-structured interview method, involving 8 Malaysian millennials aged between 25 and 40 years old. The data was analysed using NVivo 11 Pro software. Findings from this study suggest that the growth of golf in Malaysia is challenging and requires some improvements. Negative stereotypes about this sport must be overcome. Golf clubs need to focus on etiquette and standards, family friendliness, technology, a welcoming atmosphere, and inclusivity for all. Although the millennials agreed on the positive effect of golf on health, financial, social, and work performance, several factors kept them from playing golf. These factors include the time taken to play golf, the difficulty of golf as a sport, the safety issue, the cost, being distracted by other priorities and other sports and lifestyle activities, hot weather, and having no friends to play with. It is foreseen that besides providing good facilities, golf clubs can attract millennials by making it more family- and child-friendly through accessibility, positive word-of-mouth, technology incorporation, membership benefits, and promoting peer referrals or awareness programmes. High-quality dining, loosening the rules or professionalising the management team, and the metaverse concept also allow them to enjoy the clubs even more, aside from the existence of non-golf amenities and social components. In addition, golf clubs and the government should consider issues such as the clubs’ location, membership costs, and the unavailability of lifetime memberships, especially for potential members with financial constraints. This study suggests the government and golf clubs must consider millennials perception, as they will eventually replace the current consumer base, and implement corrective actions to encourage participation in golf
format Thesis
author Thielke, Steven A
author_facet Thielke, Steven A
author_sort Thielke, Steven A
title Millennials perception and participation in the game of golf in Malaysia
title_short Millennials perception and participation in the game of golf in Malaysia
title_full Millennials perception and participation in the game of golf in Malaysia
title_fullStr Millennials perception and participation in the game of golf in Malaysia
title_full_unstemmed Millennials perception and participation in the game of golf in Malaysia
title_sort millennials perception and participation in the game of golf in malaysia
publishDate 2023
url https://etd.uum.edu.my/11054/1/Depositpermission_s826392.pdf
https://etd.uum.edu.my/11054/2/s826392_01.pdf
https://etd.uum.edu.my/11054/
_version_ 1794639296808878080
score 13.211869

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