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:	eng eng
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
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id	my-uum-etd.11054
record_format	uketd_dc
spelling	my-uum-etd.110542024-03-18T23:53:28Z Millennials perception and participation in the game of golf in Malaysia 2023 Thielke, Steven A Rashid, Basri Ghazali Shafie Graduate School of Government Ghazali Shafie Graduate School of Government 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 https://etd.uum.edu.my/11054/ https://etd.uum.edu.my/11054/1/Depositpermission_s826392.pdf text eng staffonly https://etd.uum.edu.my/11054/2/s826392_01.pdf text eng public other masters Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Rashid, Basri
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
qualification_name	other
qualification_level	Master's degree
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
granting_institution	Universiti Utara Malaysia
granting_department	Ghazali Shafie Graduate School of Government
publishDate	2023
url	https://etd.uum.edu.my/11054/1/Depositpermission_s826392.pdf https://etd.uum.edu.my/11054/2/s826392_01.pdf
_version_	1794023815741702144

Millennials perception and participation in the game of golf in Malaysia

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