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Price Perceptions in the Selection of Golf Courses: A Case Study of Municipal Golf Courses in the City of Albuquerque

机译：高尔夫球场选择中的价格认知：以阿尔伯克基市的市政高尔夫球场为例

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The golf industry in the United States has grown tremendously over the last fifteen years, due primarily to the surging economy during the 1990s and the rise of Tiger Woods with his record-setting win at the 1997 Masters. The National Golf Foundationu27s (NGF) latest report, however, showed that, the number of rounds played, a key barometer of golf industry growth, has been declining since 2008 and the number of core golfers has also declined (Rudy, 2008). Municipal golf courses, u22Munis,u22 are coping with a myriad of challenges such as declining number of rounds played, budget cuts, escalating benefits expenses for city employees, the increased cost of turf management, and so on.For example, the city of Albuquerque has increased their green fees to cover costs of maintaining their three municipal courses; however, no data exists to analyze the impact of this decision. Therefore, the purpose of this study is to analyze factors affecting consumers’ preferences in selecting golf courses, their perceptions about the prices of products being sold at the golf courses, and to analyze the differences in price perceptions among different groups of golfers such as avid golfers, core golfers, and casual golfers. A questionnaire was developed based on literature available in the golf industry and reviewed by an expert panel. The findings show that there were no significant differences among golfers using municipal golf courses about price perceptions being sold at the pro shop including green fees, cart rentals, golf equipment, etc. Golfers perceived green fees as “reasonable” but the results of this research suggest that golf course authorities should keep green fees competitive, and find other innovative ways to manage their course assets to increase participation in the future.
机译：在过去的十五年中，美国的高尔夫行业取得了长足的发展，这主要归功于1990年代的经济飞速发展以及老虎伍兹（Tiger Woods）在1997年美国大师赛上创下的记录冠军。但是，国家高尔夫基金会（NGF）的最新报告显示，打高尔夫球的次数是高尔夫行业增长的关键晴雨表，自2008年以来，回球次数一直在下降，核心高尔夫球手的人数也有所下降（Rudy，2008年） 。市政高尔夫球场， u22Munis， u22面临着无数挑战，例如打的回合次数减少，预算削减，城市雇员的福利费用不断增加，草皮管理成本增加等。的阿尔伯克基分公司提高了果岭费，以支付维持其三个市政课程的费用；但是，没有数据可以分析此决定的影响。因此，本研究的目的是分析影响消费者在选择高尔夫球场时的偏好，他们对在高尔夫球场上出售的产品价格的看法的因素，并分析不同高尔夫球手群体（如狂热者）对价格的看法差异高尔夫球手，核心高尔夫球手和休闲高尔夫球手。根据高尔夫行业的文献编制了调查表，并由专家小组进行了审查。研究结果表明，使用市政高尔夫球场的高尔夫球手在专业商店出售的价格认知（包括果岭费，手推车租金，高尔夫设备等）之间没有显着差异。高尔夫球手认为果岭费“合理”，但这项研究的结果建议高尔夫球场主管部门应保持果岭费的竞争力，并寻找其他创新方法来管理其高尔夫球场资产，以增加未来的参与度。

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