Millennials perception and participation in the game of golf in Malaysia

• 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/

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