The purpose of this study is to determine whether there are differences among visitors to a destination based on their golfing frequency in the previous year. By constructing a framework for understanding the golf traveller, golf and tourism industry representatives can better understand the contribution that golfers make to a destination based on factors such as satisfaction, perceived value received from the golfing experience, trip length, expenditures, travel decisions, and motivations. The results indicate that there are significant differences between golfers based on golfing frequency. Dedicated golfers are very different from infrequent and moderate golfers on three of the four variables used to profile these visitors. Findings from this research may provide golf and tourism marketers with information that will lead to branding strategies, allow for the development of market segmentation models that help in target market selection, and provide the foundation for the development of a customer relationship management (CRM) system.

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