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A Golf Research Presentation

A Golf Research Presentation. Attracting The Golf Travel Market To Hawaii. Identify the profile of golf visitors to Hawaii Understand decision-making process and role of golf in process Identify attitudes, behavior and habits related to golf and golf-related travel

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A Golf Research Presentation

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  1. A Golf Research Presentation

  2. Attracting The Golf Travel Market To Hawaii • Identify the profile of golf visitors to Hawaii • Understand decision-making process and role of golf in process • Identify attitudes, behavior and habits related to golf and golf-related travel • Identify attitudes, behavior and habits related to travel to and playing golf in Hawaii

  3. Methodology • Multi-phased, multi-method • Self-administered survey of PGA TOUR Partners Club members • April – May, 2002 and 2003 • 4,000 mail out; 539 in 2002, 585 in 2003 usable surveys • Seven states (CA, NY, NJ, MN, WA, TX, IL) • Self-administered survey of PGA tournament attendees • June – August, 2003 • 1,683 mail out; 213 usable surveys • Three tournaments (Byron Nelson, Western Open, Buick Classic) • Self-administered survey of golf visitors to Hawaii • June – August, 2003 • 1,180 usable surveys • Koolau, Hawaii Prince, Hapuna, Waikoloa, Mauna Kea, Wailea, Makena, Kauai Lagoons • Analysis of nearly 2,000 golfers • Conducted using SPSS, an in-house statistical package

  4. A Note On Presentation • “Hawaii Sample” refers to those surveyed in Hawaii at golf courses • “Mainland Sample” mostly refers to PGA TOUR Partners Club members • Illustrates similarities, validates findings

  5. Demographic Profile All figures represent visitors to Hawaii

  6. Golf Habits All figures represent visitors to Hawaii

  7. Popular Destinations Mainland Sample only. Figures are for leisure, business or both types of travel. Not asked among Hawaii sample.

  8. Hawaii Travel Behavior

  9. Importance of Golf in Decision-making Process Hawaii Sample Mainland Sample

  10. Frequency Of Taking Golf Vacations Hawaii Sample only. Mainland sample near identical.

  11. Booking Golf Vacations

  12. Sources of Information

  13. How far in advance do you make your golf arrangements?

  14. Purchase Golf Package Mainland Sample Hawaii Sample Q: Do you generally purchase golf packages? Q: Did you purchase a golf package?

  15. Method of Booking Tee Times

  16. Importance of Guaranteed Tee Times Hawaii Sample only.

  17. Securing Tee Times Via Internet Hawaii Sample only.

  18. On your last visit to Hawaii, did you golf? • Why not? • Not a golfer at the time • Not enough time • Went to Hawaii for other reasons • Too expensive Mainland Sample only.

  19. Top Five Golf Courses Mainland Sample only.

  20. How do you select Hawaii golf course? Hawaii Sample only.

  21. Did course meet, exceed or not meet your expectations?

  22. Golf Expenditures In Hawaii Avg rounds played this visit = 4.23, Avg rounds on course this visit = 2.27, Avg number of visits to this course = 4.82

  23. Additional Activities During Visit To Hawaii

  24. Frequency of Watching Televised Golfing Events

  25. Degree that watching golf event influences interest in visiting location…

  26. Mahalo! Prepared and presented by: Market Trends Pacific, Inc. November 5, 2003

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