1. A Study on Travel Motivation and characteristic of golf Tourist in Malaysia
By
Ashley Ross Ropaie
A Dissertation Submitted in Partial Fulfillment of The Requirement
Of the Degree of
Bachelor of International Hotel & Tourism Management
KDU University College Sdn. Bhd.
School of Hospitality, Tourism and Culinary Arts, Malaysia.
IMI
IMI University Centre, Switzerland.

2. Abstract
This proposal is to addresses the gap in the literature and to help identify key
motivation factors on tourist and to identify each classification in specific context
of the Malaysian golf industry. The proposal hopes to seeks and identify the
reason for golf traveller motivation and to categorize them in dissimilar smaller
categorical clusters that will have related reason, factors and motivation, this will
then lead to a final clusters of the golf tourist characterise their profile which will
be based on their information that is related to both personal and travel
information in turn identifying the target market. The purpose of this proposal is
to assist the current golf organization that related to tourism, thru identify and
classifying the information to improve and understand the systematic
classification within the golf tourism market segments.

3. Chapter 1: Introduction
1.0INTRODUCTION BACK GROUND STUDY
The golf industry is young in Malaysia comparing to other country (such has UK,
USA, or country that more are directly competing with Malaysia in this industry
such as Thailand and Vietnam. Since 2011 Tourism of Malaysian has
acknowledge Golf has a tourism product this has then cause to formation of The
Malaysia Golf Tourism Association (MGTA) which in a statement on the MGTA
website by MGTA’s executive director Chris Syer (2011, Sep) “MGTA is here to
put Malaysia on the map as a preferred destination for golfing holiday makers
the world over”. Since then the golf industry has been promoted widely to other
country in a seasonally method, bring in number of golf tourist.

4. 1.1 Golf events and it effect on the Economic
Malaysia holds several courses that are of an international standard, some of
these courses have hosted numerous Asian and European PGA Tour events
and even the Golf World Cup. Prestigious sports events, especially golf tourism,
have efficiently contributed in transforming the Malaysian Economic. This is
because, after all, it is the heart of a major industry that generated jobs,
commerce, economic development and revenue for the country. For example
when world-class golfers take part in a tournament, many of their fans from
around the world would also come to watch their idols in action, the appearance
of these international tourists will most likely contribute directly to the economy
and this amount is expected to increase as they take advantage of being in
Malaysia to explore and savoir all the things this country has to offer. A great
example that contribute would be the, CIMB Asia Pacific Classic Malaysia, it has
been estimated that the economy will receive some RM300mil in indirect
returns. Having a prestige associated with a PGA Tour has resulted in the
sanctioning of major golf event this would mean global publicity for Malaysia as
the host country, and such publicity will mean adding value to the country. This
is because each PGA Tour Championship is broadcast to more than 500 million
households worldwide, and this would show the importance and magnitude of
this tournament for the long-term development of the country. With presence of
the PGA Tour, Malaysia had become the next big destination for professional

5. golfers and this in turn would mean more exposure for the country and more
income as well.
1.2 Globalization on the industry
Quoting an unusual example from history in the form of the late Qing dynasty in
China in late 19th century and early 20th century. They locked the country out
from the rest of the world. Unlike the Meiji Restoration that propelled their
neighbour Japan into a world power in just a few decades, the Qing dynasty
eventually fell in 1911. Refuse to follow the world trend? It’s either downfall or
extinction. The world as long learn from then and Malaysia is applying the
lesson learn to the golf industry, with the Malaysia understand the important of
the growth of tourism and with the formation of specialization in new markets
such as Golf tourist, the Malaysian Tourism Board as recently recognize the Golf
industry as form of tourism that generate income, this mean that more specialize
attraction will have be formed and marketing strategies to target the targeted
market. The country is also competing with country in this part of the world,
country such as Thailand and Vietnam are major competitors, with stranded
being set Malaysia is trying to keep up. This can be seen with in the golf industry
itself, as major golf courses such as the Saujana Golf course and resort are
improving and renovating it course to meet the demand of the current
championship courses, this is to insure it will compete with other course around
the world and compete for major events that bring in and generates income for
the course and country.

6. 1.3 Trends In tourism
There is no longer just the one trend, in the tourism market It would seem that
the trend is multiple trends this is referring toward the increased of segmentation
that are more specialize, this mean that they take on other forms of tourist/travel
markets. This mean that other forms of tourism trend a rises these may include
tourism trends such as adventure tourism (Sung, 2004), cultural and heritages
tourism, wine and vineyards tourism (Charters & Ali-Knight, 2002), bicycle
tourism(Ritchie, 1998), and as well as golf tourism (Kim, & Ritchie, 2008).
Golf tourism in general, which is a form of sport tourism itself, has established
additional contemporary attention with the tourism industry. The definition of Golf
tourism which is provided in reference with Tourism Victoria (2003, p. 6) had
been described as “any activity or overnight trip” as long golf is the “primary
motivator for travel” as well as the “major determining factor in choosing the
destination.” There are other definition for golf tourism instead, this has been
acknowledged by Kim et al. (2008, page 321) as “travel for more than one night
to destinations where golf is played as a major tourism activity (active golf
holiday) to meet travel motivations.”

7. The golf industry is a custom to generate an economic impact to the country
however a clear example of this in Malaysia can’t be shown due to the factor
that there are no available statistics, however to give a general idea to the
reader an U.S example is shown this is according to the Golf 20/20 (2008),
which was reported by SRI International, the U. S. it report that the golf industry
generated a direct economic impact of $76 billion in 2005. This noteworthy profit
that was associated directly with the golf tourism market had contributed to the
U.S.A economy, this is supported with the instance of the National Golf
Foundation (U.S) (NGF) it estimates that over 28 million U.S. golfers in 2008
and another 12 million golf travellers had played golf in the year of 2007 this was
ether in the form of leisure trip or business trips. Corresponding with results of
U.S.A, it had stated that a substantial amount of Asian also played golf overseas
in the year of 2008, the source also displaying that an high number Koreans
estimated at almost 700,000 alone had travelled to the China, Philippines,
Malaysia,Thailand, and the rest of Asia, with an expenses of more than US1
billion on their abroad golf holidays (Korea Leisure Consulting, n.d.).
Golf Tourists had allocate their travel expenditure not only to the golf facilities
but also to other areas, this include accommodations, green fee, attractions, and
amusement facilities. On the other hand business travellers whom did involve
the sport on the trips have a superior economic impact towards the destinations
itself compared to non-golfing business travellers. This was proved by NGF
(2007, as cited in Hutchinson, Lai, & Wang, 2009)

8. According to Tourism Victoria (2003) which had reports and stats that indicated
golf travellers were more likely to stay for a more longer time and which is spend
at the destination. For that we can conclude that Golf, in one sense plays an
significant role in substituting deteriorating tourist arrivals in some destination
and market. (Barros, Butler, & Correia, 2010), although it is also essential for
destination marketers to attract and bring in more tourist whether it be new or
old golf tourists (Hutchinson et al., 2009; Hudson & Hudson, 2010).
As stated this proposal is based on the term of golfer motivations toward a golf
destinations and the reason for this is that golf travellers have a range of travel
motivations to that effect the decision in take golf holidays. This best explain with
an example, as such in golf terms a flight or group of golf tourists that are going
for a golf holiday mainly for the knowledge and challenge that will have different
travel behaviours when it is directly equalled with another group of golf tourists
whom have travel mainly for the purpose of business and a social nature. To
support this first-hand studies was conducted by previous Researches and
Journalist, this are were done it a verity of fields in the tourism industry, special
interest tourism (Avci,2006), and sport tourism (Beiger, 2003, Morrison, &
Linton, 2005) these journals have shown that existing research into travel
motivation will directly be responsible for valuable insights this is in tourist
motivations. This allows for the segmentation of tourists into similar clusters then
a profile that is based on the similar groups with other individuals and
behaviours, this will then mean that it will be able to effect and lead to marketing
and as well as managerial strategies for those who require it, in this case this

9. proposal will be the benefit for golf clubs and golf resorts in Malaysia, and will be
acquiring the assistants of a number of different golf courses and also the
assistants of the MGA, Malaysia Golf Association in collecting this data.
1.4 Trends on Golf Tourism
In this context of Golf Tourism and the fact that little research has been done in
this field, it has sub segmented the market general motivation factors for travel,
even though research’s does existed it was only directed to distinctive markets,
this is also taking into consideration context of a general term of tourism that
involve any kind of sports. An instance of this is the breakdown of distinctive
markets of the tourism industry as well as the sport tourism industry that existed
base on theories by (Graefe, Kerstetter,&Confer,2002) theory on destination
choice (Fluke & Dolnicar,2003) theory of the importance of product by (Charrters
and Knight, 2003) as well as the theory on participation involving attitudes and
insight (McGehe, & Cardena, 2004) expense sensitivity (Patrick, 2004) and the
social demographics, perception and as well has the factors relating to trips
(Kim, 2005). According to the earlier research base on the golf tourism had
indicated that there is a lack of integration of tourist classification, or typology,
this is a theories that inspect travel reason, factors and motivation of golf tourist
calcification. This is in context of attitudes, novelty factors lever of seriousness
as explain (Siegen haler and Dell, 2004), destination preference by
(Patrick,2005 and also mention by Kim,2004) role of tourist concept by (Gibson,
2006), and the specialization concept by (Kim, 2009).

10. 1.5 Marketing perspective
Taking a look from the perception of a marketing context, the breakdown is to
divide the markets into subcategories, the study of systematic classification is
used to identified customer classification, this can lead to the classification of
tourist in term of the perceptions of a particular market segment along with
overall specific markets as well has specialist market itself.
For instance, in (1977) Dann had classified tourist that lack of social norms and
the tourist that more ego boost with in the pleasue markets, and another
example by (2005) Yuan help recognized the three distinct wine tourist
categories (example of this include party hunters, sycophants and wine related
motive) this was done with in the existing wine tourists industry this studied
indicated that tourists do vary in the positions of the reason of undertaking
holidays or tavling, for this reason these factors that motived the tourist are
categorized into more similar groups which provide better opportunity to
identified and precisely aim at the different types of tourists more efficiently with
better effect. By making an allowance for the comprehensiveness of the
products that are associated with the golf tourism, it can be defensible that a
more specific targeted on the sub segments can be grounded by the motivation
factors of the segments themselves.

11. As stated early, with little research in this industry it mean that when identifying
the classification of golf tourists referring to travel motivations, most of the
research that identify motivation for traveling is mostly non-specific and a more
general directed studies would have been showcased.
1.6 Purpose of Proposal
This proposal is to addresses the gap in the literature and to help identify key
motivation factors on tourist and to identify each classification in specific context
of the Malaysian golf industry. The proposal hopes to seeks and identify the
reason for golf traveller motivation and to categorize them in dissimilar smaller
categorical clusters that will have related reason, factors and motivation, this will
then lead to a final clusters of the golf tourist characterise their profile which will
be based on their information that is related to both personal and travel
information in turn identifying the target market. The purpose of this proposal is
to assist the current golf organization that related to tourism, thru identify and
classifying the information to improve and understand the systematic
classification within the golf tourism market segments.
Therefore it add to an increasing form of information that is associated with the
golf industry, although results of this information will also assist the destination
marketers this will be in the form of marketing and managerial strategies that
can be develop for different types of golf tourists groups that is identified.

12. 1.7Problem Statement
As 1.0-1.6 as shown there are several issues that the current industy is facesing
facing, the fact that there are no categories classification of golf tourist mean
that that markets are not efficiently targeting the market of golf tourist. This
proposal look to identify key issues in the golf tourism in Malaysia focusing on
identifying Golf Tourists Motivation and to cluster golf tourist in basis on the
travel motivations factors, once cluster group of golf tourist has been establish
this raised the last problem statement on which each golf cluster will have
new/different strategies that can be impose this will be relating to strategies
marketing or targeting.
Problem Research Objective Research Question
1. The information on
motivation factors for golf
tourist are non-existence.
To identify the motivation
factors of golf tourist.
What motivation are consider
important for golf tourists?
2. There are no groupings
of golf tourist base on
their travel motivation.
To dived golf tourist base
on their travel motivation.
Can the clustering of golf
tourists based on similar
motivation for traveling?
3. There are no marketing
strategies directly on the
different type of golf
tourist.
To identify different
marketing strategies for
each different cluster
group.
Can marketing strategies be
proposed for individual golf
clusters?

13. 1.7.1 Problem Statement 1
Problem Statement 1 is referring to the current golf industry in Malaysia, there is
no golfing authority or organization that keep records on the number of golfers
nor the number of golf tourist let alone the factor that influence them. This
basically supports problem statement 1 the information on motivation factors for
golf tourist are non-existence, therefor golf resorts and golf retailers do not know
what motive a golf tourist and this mean that targeting this market is that much
harder. This may mean that retailers are targeting this market blindly. This
proposal hope to identify the motivation factors of golf tourist so that the golf
tourist can be target efficiently like order form of tourist, such as cultural and
heritage tourist and other sport tourist.
1.7.2 Problem Statement 2
This problem statement hope to solve the issues of having one classifying for
golf tourist which in terms is just classify as golf tourist. This proposal aims to
dived or cluster golf tourist base on their travel motivation. The purpose of this is
to identify the different travel motivation of golf tourist and assign them
accordingly. This will in turn help golf resorts, golf retailers and marketers to
identify the different target market in the golf tourist market.

14. 1.7.3 Problem Statement 3
Once problem statement 1 and problem statement 2 are resolve this mean that
problem statement 3 arises, this is to identify different marketing strategies for
each different cluster of group. This will mean that golf resorts, golf retailers and
marketers will be able to target the type of cluster group more efficient with
specie marketing strategies to directly bring in this market.
1.8 Study Objectives
The study objectives are to identify the travel motivation factors of golf tourist
and to identify each classification in specific context of the Malaysian golf
industry. This means that this proposal seeks to identify the reason for travel
motivation as well as identify both push and pull factors of golf tourists and to
classify them into different types of golf tourist, and arrange them with smaller
categorical groups that have comparable travel reason and motivations. This
mean that golf tourist can be profiled in to set categories by their information
base on both personal and travel information, which is to identifying the different
characterise of the target markets of golf tourist.

15. By identifying and categorizing golf tourist differently it will mean that this
information will be able to contributing to other sectors of the golf industry as it
add to the increasing form of information related to this golf tourism. This
information will also be able to assist the current destination marketers as it will
help them to identify and form new marketing and managerial strategies that can
be develop for the different clusters of golf tourists that will be identified with this
proposal.
1.9 Study contribution
The purpose of this proposal is to assist the current golf organization that related
to tourism, by identify and classifying the information to improve and understand
the systematic classification of the golf tourist segment markets . This help
supports them both by identify and allowing them to specifically carter for these
markets that are to be clustered. The body in question will be able to adjust their
marketing and managerial strategies to suit the benefit of the body’s. This would
also mean that with more information on this market the full potential of the golf
industry in Malaysia may be realized and this may give them an edge when
competing with Asian countries.

16. Chapter 2: Literature Review
2.0Introduction
This literature review will be focusing on the different expects of motivation,
concept and theories this will justify and explain key issue relating the golf travel
motivation. This Literature review will be focusing on general example as well as
example on motivation that has been used in other form of tourism. The reason
why all theories and concept will only be related to this proposal title of golf
travel motivation tourist is that their severely limited supporting data on the golf
industry.

17. 2.1 Concepts and Theory
Maslow’s Hierarchy of Needs:
Maslow’s Hierarchy of Needs. Source:
http://eriardu.blogspot.com/2011_02_01_archive.html
Maslow’s Hierarchy of Needs is found by Dr. Abraham Maslow in 1943 upon his
experiences of interacting to people and it becomes one of the most popular and
influent motivation theories which explain how to motivate people toward in
order to reach the highest level of needs: Self-Actualization. Five stages in
Maslow’s Hierarchy illustrate the level of human needs, among that the lowest
stage refers to physiological needs, in other words, the primary needs of human
and animals such as foods, drink, accommodation. Unless these basic needs
are not satisfy, the upper stages are not considered. the next stage, safety
needs are all about the safety and security that can free human from fear of
physical and emotional as living in secured area with settled job and financial

18. reserves. Once the safety needs is not an issue, the needs move up to the
social needs where place the relationship such as friendships, loving or
belonging to a group of people. This need is to interact to people and be a part
of society. Just under SelfActualization is Esteem needs which divided into two
categories: internal (accomplishment and self-respect) and external motivation
(recognition attention and social status) and the top is Self-Actualization, one
who reaches this summit, he or she achieves oneself’ full potential as a person.
Unlike the lower level, this is never fulfilled or satisfies.
Base on this theory, the travel golf motivation could be influence when at least
two basic stages of needs are satisfy, it means the external factor that affect the
encouragement of golf tourist toward travelling is the economy, natural disasters
and diseases.
Furthermore, the internal factors of golf industry in influencing tourists are the
facilities and services. By understanding Maslow’s theory, the fundamental
levels need to be considered; restaurants, vending machines and
accommodations for physiological needs; and security guards with well-trained
staffs and well-maintained facilities guarantee for the safetiness. For higher
needs which are toward to the social factors, the customers and tourists are
classified into different categories base on their needs and requests.

19. 2.2Travel Motivations Review
Many study of travel motivation can be found as it is a vast highlight, motivation
is an important power that can drive individuals to make an action (Jarvis and
Mayo,1982). This drive that mayo and Jarvis are referring to is the internal
emotional that motivates and produced a level of tension that may be more
uncomfortable with in the person though proses and psychical bodies. This
causes act that will reduce a state of tension in order to satisfy that person
require (Moutinho, 1987). In the tourism industry it is on par that individuals will
take holidays to let go of unwanted tension which arise cause of displeased
travel motives (Fondness, 1994). Dann (1977) which had been citied in a
number of the journals use in this proposal for studies of travel motivation this is
because he made an effort to create and identify the element that effect and
determine “what makes tourists travel.” Dann establish that motivation for travel
originate from the theory of “anomie” which is a cravings for the need to escape
interaction in a social manner and also the concepts of “ego-enhancement”
which is a desires to be acknowledge with the rank or status that is needed.
According to Compton (1980) he has recognized several motives that are for
leisure travel, this comprise of the “desire to escape routine environment, the
exploration and the evaluation of one self, the relaxation, prestige’s, regression,
enhancement of affiliation, relationships, and facilitation of social interaction”.
This mean that with a person having so many variables it would be valid to
cluster the golf tourist in to different categories, this further support with a theory
for pleasure reason of travel which was establish by Aloha (1982), where it is

20. explained that pursuing or escaping the motivation factors remain important in
the motivation of tourist during travel for the purpose of dealing with personal
and interpersonal dimensions. Krippendorf (1987) had cited lso-Ahola(1982) and
had conclude/added with defined several reasons why people travel, that
containing the following recovery and rejuvenation, compensation and social
integration, escape, communication, broadening the mind, freedom and self-
determination, self-realization, and happiness. Schmidhauser (1989) cited
Krippendorf (1987) and he inturn disputed societies and individual are
predictably inspired in many form of shortfall influences that are needed just to
compensate socially which mean the requirement of human interaction and
pleasantness, environment in term of interacting with it such has the impulse for
smell of a flower or the warmth of a sunny day, as well as deficits in enjoyment
of scenery, luxury or prestige, and lack of freedom, activity which mean the
requirement for the involvement of sports, lastly is experiences which is the
essential of discovery.
However according to Murkowski (1995) it is suggested that the general public
travel for reasons that are more to the term ‘pushed’ by intrinsic motivators, this
take example in the form of the desire for escape, the need for relaxation,
reputation or standing, societal interaction, and physical satisfaction. An
summarization of a literature in the 1995 by Tarrant,Driver, and Manfred had
concluded and highlighted several motivation subjects from their assessment,
this included accomplishment, self-sufficiency, a likeness of people, new faces

21. and people, knowledge, satisfaction of wildlife, contemplation, escape from the
public as well as physical escape, education, and risk reduction.
There are many others that have also reported on travel motivation Glyndon
Ryan (1999) had described different categories of motivaton for travel this was
done with test on the Leisure Motivation Scale model which is intelligent,
proficiency, prevention or avoidance prow and social, this was first tested via
Ragheb and Beard (1983) which had been established by the work of Abraham
Maslow. It was deemed that the 4 types of travel measurements reported were
firstly based on the social need which is to have and form friendship and as well
as engage interpersonal relationship, the second relaxation which was to
escape and exploration, the third being intellectual which take up the meaning to
learn, to explore, and to discover, and the last one being competence-mastery
which is more on to achieve, to be challenge, to master, and to compete. As it
can be seen the measurements are similarly related with the explanation of wine
vactioners motivation for travel which is a form of distinctive type of tourism
(Getz,andBrown2004) and bike vacationers by (Ritchie2009). The theory of
distinctive types of tourism was defined by Weller and Halls in (1992) which had
noted it “as active or experiential travel to meet special interest tourists” these
prime motivations consist of to achieve full potential., social contact and to be
belong or to be accepted, and products or activity that lasting. Correspondingly
Merritt (2000) had put forward that distinct types of vacationers travelled “to
satisfy their curiosity, learn more, appreciate beauty, collect things, improve
themselves, express their personalities and receive approval from others.”

22. It was also determined by Weed and Bull (2004) that variety motivation for
traveling in the sports industry. The writers clearly pointout the participants that
are involve in sports seem to share the same kind of motives, vacationers whom
were participating in sports are more interested travelling for healthiness and
fitness, another key notes would be to escape, for the propose of social
interaction, for the developing of abilities and the accomplishment of the
objectives, and even simply the quests of knowledge.
The main motivations for an tourists that is active in sport are mainly healthiness
which include fitness and the need for contest whether it be alone or with others
(Yamaguchi, NogawaandHagi,1996), this mean that the kinds of tourists do
favour participation as a means of individualism which is defined as “an outlet for
the skills and knowledge of the participant” (Halls, 1995). According to Holden
(1999) he started that the reason for skiers to travel including relaxation,
adventures, associations, confidence, and fulfilment. This lead to several golfing
motivations, these are as followed, for leisure, for status, and for competition
factors and this can also include (Patrick,2001) which are factors of excitement,
alteration of routine, of boredom of relief, of surprise however the author then
add on to it (Patrick, 2002) this followed with unique golf experience, such as
culture and entertainment, regular traits, stature and additional benefits.
According to Pomfret (2006) it acknowledged that mountaineering has it on
travel motivation, this lead to motivatnal reason that is escape which has added
five additional motivation essentials which are surrounding relaxation,

23. personality (status, risk, challenge) as well as aims or objective
(accomplishment, mastery, significance.) One of the major information come
from Pearce and Caltabiano (1983) which was expanded on by Pearce (1993)
the author had debate the “motivational career in travel” otherwise more of
“travel career ladder” what the author mean here is that this includes tourists
(any form of tourist) at one point in time will seeking an altered experience
whether it because of the resulting different needs for travel, of this same case
multiple academics have pinpointed multiple motivations that are vigorous with
consent sift in the travel industry whether it be comparing individuals market-
segments or even destinations it vary.
The authors GammonandT.Robinson(2004) have advised that both golf tourist
and sport tourists may have altered motives for travel. This was followed up with
Bull and Weed (2005) that distinguished the purpose of vacation that only
involve sport was stated that the tourist decision wasn’t only affected by the
involvement of sports but add been influence via additional travel motivations. It
can been justify that any form of travel motivation can be associated with factors
that are beneficial, this thus refer to the self-development or confidence, physical
activities, family interactions safety, and security and escape (O’Leary, 1996). It
has to be distinguished that psychological travel motivations share the same
benefits, this is because of the way it has been portrayed which had critical
variables when it comes to undertaking holidays.
The review of this travel motivations study indicates with the perspectives of
leisure tourisms it is suggested that an individual will consider many different

24. motivating factors for relaxation or to just simply satisfy motives. This would also
mean that different marketing strategies would be developed for different type of
golf tourists because not all are similar or equal however they are also relatively
diverse, golf tourists tent to have a number of motivation that may be for comply
different reason that may bring them abroad and even more different reason for
having golf holidays as it may differ with socio-demographics, golf related
behaviour, characteristics of travel, and location preferences. The authors of
Hitch and Hingham (2004) seem to claim that the general profile for sport
tourists has failed to realize the range of others or break down of the existing
market segments in sport tourisms industry . Which intern support this proposal
problem statement, In other context it would seem that the limitation of fully
understanding tourists behaviour are due to not considering the diverseness of
tourists behaviours where different motivations influences will also have
dissimilar individualities and behaviour which result in different travel
characteristics. Consequently, the understanding of tourist’s classification will be
of greater value to the marketers in the golf tourism industry
2.3 Tourist Systematic Classification Review
Typology is the study of types or classes and travel tourist typology has been
increased mainly because of the use of travel motivations the reason being that
motivation is regarded has an important element for travel (Aloha,1985) and a
“critical variable as the driving force behind all behaviours” (Crrompton,1980
Foadness,1995). This also mean that It is able to explains the reason why

25. people travel in the first place. The author Foadness (1995) has stated that
travel motivation can be used in two ways, the first is to recognize categories of
tourists and the second is to help construct a consistent profile of travel patterns
which will then be of use to tourism marketers, this can be in the form of
positioning or product development. Crrompton (1980) stated that the
segmentation of tourists can be classified by groups of people this will mean that
they have alternated motives which in turn mean a distinctive product, or
packages that can be designed to cater for the different classification of groups
individually. As stated early in the this proposal Dann (1981) distinguished that
the classification of tourist is to smaller subcategories is useful at providing
significant classification within the area tourist motivations, supporting this an
author by the name of Galloway (2002) proposed that segmentation that is
based on the motivation will be beneficial to use as a guide and benefit the
different travle group by a better and more specific design of advertising
messages, this will also be mean that a better specific choice factor can be
made whether it be based on the information facilities and activities. Gammon
and Robinson (2003) suggested that the structure of the sport tourism industry
can used motivation factors to classify golf tourists this may include example
such as affordability, passivity, activity, and recreation. The same structure
explained and discusses golf tourist and identify the different classifications for
golf tourist (Hudson, 2011).
Ritchie (2010) with the theory of enduring involvement as a breakdown
instrument had established that there are five primary groups of bike tourists.

26. The significant dissimilarities were identified to the motivations for travel,
traveling behaviour, and behavioural of purposes, and the socio-demographics
and biking behaviour. The authors Howard and Horvitz (1996) had recognized
that downhill skiers had six market segments, and golfers categorized
“moderately engaged consumers,” “intrinsic sophisticates,” “ambivalent
consumers,” “casual pleasure seekers,” “appearance involvement,” as well as
“conformist consumers.” According to Kim (2008) theory of specialization, this is
regarded has the best hope of the author (Ashley Ross,2013) to segment and
better understand the Malaysia golf industry and the golfer tourists’ in term of the
foreign golf tourism destination attributes, demographics and preference for
foreign golf tourism destination attributes, motivations. From the segment the
research establish that there were three different groups that varied in their
behaviour, destination, preferences, motivations varieties which was given the
name of “beginner,” “intermediate,” and “advanced.”
Form that original data done by Kim et al. (2008) there were number of tourism
researchers that have both cite Kim and carry out practical study to classify
tourists based on the travel motivations in different tourism fields which include
sport tourism and special interest tourism but, since then there has not been any
studies that have applied the same fundamentals of tourist typologies and
applied to golf tourism in Malaysia. Main assistances in these fields of motivation
consisted of Dann(1977), which has recommended the motivations for travel be
adapted to both recognise as well as identify tourist motivations and then to
identify and segment it into the different types of tourists classifications, this

27. supported by the author Cha(1997), whom recommended the travel motivations
classification clustered and the information relating with it such as the
demographic information will be able to give the marketers an advantage when it
come to the planning marketing strategies, these such plans include promotion
and development of product.
Hudson (1999) stated the knowing the motivation of the psychological travel
allows the ability to identify changes among the divest clusters on the subject of
travel behaviour this in turn mean that it will be useful in when it come to the
marketing and management implications. This is also support by the authors
Lesser and Beiger (2002) which stated the tourists that add altered motivations
for travel in turn has altered socio-demographics and destination preferences.
Their later added that the value of this research will would be beneficial when
involving advertising campaigned as well as strategies and also the produced
marketing.
There are a number prior studied that identify golf tourists many diverse cluster
as well as profiling the clusters in different socio demographics and behaviour
(Siegen haler and Dell, 2003,PenningtonGaryandGibson, 2005, Kim 2005).
From the studies of these author it was conclude that the classification of golf
tourist according to attitudes (Kim, 2002), destination preference (Kim,2005)
novelty factors (Patrick, 2002), degree of significance about golf (Siegen haler
and Dell, 2004) and the theory on roles (PenningtonGaryandGibson, 2005),
have both similar and different socio-demographics and golf associated

28. behaviour. As a conclusion the typology on motivation of travel for golf tourist, is
based on the social demographics and behaviour relating to golf whether it be
different or similar. Therefore, the motivation for travel classification may deliver
distinctive profiles that will be beneficial to marketers, this involve suggesting
that the product development and marketing strategies will be different to the
class or grouping of golf tourists that is based on the above differences, which
mean that there are golf tourists categories inside the common golf industry. The
literature then show golf tourists being categorize into diverse group based on
motivation this is then clustered into similar smaller clusters and profiled based
on the regards with socio-demographics, behaviour, travel characteristics, and
location preferences that was used for other form of tourist types. The
advantage of such an classification and profiling, will mean that the development
for an effective product and marketing associations will be proposed for every or
specific individual golf cluster despite the fact of covering the overall tourism as
well as the marketing model which look for the importance of a specialist market
as well as the development of the market in Malaysia golf industry .
2.4Conceptual Framework
The conceptual frame work is base theoretical literature reviews (Leiper, 1995;
Ross, 1998), the importance of a conceptual framework that is related with the
concepts and theories, this is to help categorize as well as understand the many
unique categories of tourists from significant restraints such as socio-
psychology, marketing, customer behaviour. (Gibson and Pennington-Gray,

29. 2005) had debated the clearly of sport tourists needing to be theorized for an
understanding which would contribute concerns that are significant with the
progress this studies which will contributed to the procedural concerns,
appropriate approaches have and will be used to analyse significant
characteristics in regards to this study.
The framework is shown below represented by Image, 1 it also show the steps
undertaken, as well has the research questions, and hypotheses that is
established on the collected works analyses however there were many
hypotheses gather from the literature it is noted that this section of the
framework is just use example of hypotheses to help explain the framework. The
theory of tourism motivation for travel was highlighted greatly this proposal is the
major key in establishing the framework, this is to understand and explanation
the reason on why people travel. In specific, to have identified motivation of
travel that supports this paper in the diverse categorization of golfers into similar
classification of clusters, as well as a profile that is based to socio-
demographics, golf-related behaviour, travel characteristics, and destination
preferences. This means that specific strategies either managerial or marketing
can be put in place from the profiles of the typologies based on every single
distinctive golf tourist cluster.

30. RQ 1
RQ 2
RQ 3
IMAGE 1
The framework of image 1 show the different researcher question in term of
(RQ1 for researcher question 1, RQ2 for researcher question 2, RQ3 for
researcher question 3) the framework show the relationship between all
researcher question and the flow of it, this show that each RQ directly impact the
next RQ. Example of this is that RQ 1 need to be identify first in order for RQ 2
to be to be answered as without knowing what the travel motivation are nor
typologies can take place, the same is said for the relationship between RQ 2
1 Travel Motivation
4 Marketing Implication
2 Classification of Tourist
3 Tourist Profiles
Clusters
Socio-
demographics
Behavior &
Characteristics
Destination
Preferences
Research Steps & Question

31. and RQ 3 no Marketing Implication can take place without knowledge of the
typologies or clusters being establish.
The framework is based on the literature of travel motivation which form an
general term or base line for the framework, from this is can be stated that a
profile of the individual cluster will be based on socio-demographics, behaviour
relating to golf, location preferences as well as reason for travel. Step 3 will
identify and profile the individual cluster according to similar stats.

32. Chapter 3: Methodology
3.0Introduction
For the methodology of this proposal only one is applied in helping this golf
tourism research, this will be in the form of is positivist paradigm. This is done by
using only one forms of research methodology which is quantitative research
This mean that the positivist paradigm which is associated quantitative research
this will resulting the design of selfcompleting surveys by respondents, this is
because questionnaires have the potential to get information from a large
number of people in a very short time. With a well-constructed questionnaire the
analysis of the data will be time efficient.
3.1 Sampling technique
The sampling technique will be Judgment Sampling, which is a type of
nonrandom sample, it be a selected based on opinion in this case the target
population will be golf tourist at local golf course, golf resort and golf range in the
Kuala Lumpur and Klang Valley region, the reason for these location is that for
golf tourist or golf traffic the golf course in this region see the most due to the
fact that most golf course in Kuala Lumpur and Klang Valley are among this in
Malaysia with 7 out of 10 best Malaysian golf course, this is according to
where2golf.com “The Top Golf Course in Malaysia” (2011). The results obtained
from a judgment sample are subject to some degree of bias, due to the frame

33. and population not being identical. However since this proposals it looking into
golf tourists the sampling technique is to undergo a degree of bias inorder to
gather to the right population sampling.
With the sampling population targeted the next step to make sure that the
sampling size is met this will be done by aiming to gain around 100 sample with
the Quantitative Research to both make sure that a minimum of 100 sample is
met 200 survey form will be disturbed to is to allow room for error.
3.2Data collection
The data will be collected via Quantitative research, this will be done by face to
face, online and third party interaction. This be aim to save time and gather the
information that is needed.
Face to face interaction will be the prime source of gathering the information this
mainly due to the fact that the target population is centered on golf course and
golf resorts, this mean that face to face interaction is needed due to the fact of
the survey will needed to be physically hand out to the target population.
Online interaction will be mainly done via email and forums, email will be send to
sample population for the qualitative data, this may be easier due to the fact the
target population for qualitative data may not have the time for an face to face
interview. In term of quantitative data the survey form may be send to forums on
golf or social network that qualify.

34. Third party interaction will involve getting contact with golf clubs and resorts to
allow the distributions of the surveys, this is to be with the permission of the
clubs and resorts involving the front desk or food and beverage departments.
3.3 Quantitative Research
The Quantitative research will compose of a questionnaire self- completed by
the respondents, these will be aim directly at golfers and golfer tourist. This will
be designed to identify the golf travel motivation factors as well socio-
demographics, golf-related behavior and travel characteristics, travel
motivations, and destination preferences as the theories in the literature review
has identify
3.4Data analysis
With the total of up to 100 survey forms to be analysis the data look to identify
key variables on the golf travel motivation, as well as to achieve the research
objective. The survey look to first identify if in fact the responded is a valid one
or not this is done by asking the responded if the individual has travel for the
purpose of golf related actives.
Once the data has been gather it is important that the data is define via the
definition of the conducted sample and process, this is identify whether the data
collection is successful or beneficial. (to make sure no errors were done) this will

35. then be followed by explaining how all data was collected and to test the
hypostasis and example why the sampling was conducted.
The second part is to outline the method of gathering the results. This is to
explain weather if the information is accurate and to see what measures had to
be undertaking to make sure it was objective.
The third is the presentation of the data, this to make sure that once data is
collected it will be able to explain in clear detail the finding of it, with the golf
travel motivation data collected graphs, charts and statistics formulas will be
used to aid to illustrate the results.
The forth is to conclude and make an comparison to the original hypothesis, this
is to explain the results. To identify the important and how they compare to the
theory’s used. This will then followed by listing the sources that had been used.
The six step is to describe the sample set and explain the and indentify what
sample set of study consisted of and future explaining why the selection as been
defined in that way. An expiation will be done in order to identify and highlight
the data result in more detail, this is to highlight the important trends
comparisons and differences.
The confirmation or the unconfirmation of the hypothesis will need to be done at
this stage, this will require to restate the hypothesis and explain whether the

36. result of this study are supporting it. The proposal will end with a section on
summary of the results and to conclude and explain why the results are relevant
to golf industry in question.
3.5 Gantt chart
A Gantt chart is a form of horizontal bar chart which is used to quickly and
attractively present a project schedule It lists major tasks that need to be
completed in the course of a project, and when those tasks are scheduled to
start and end. It enables readers to efficiently examine what the main targets
are, and whether things are running to plan.
Task Duration Jan Feb Mar Apr May Jun
Proposal Plan 2 weeks
Interview 6 weeks
Questionnaire 7 weeks
Data collection 3 weeks
Data analysis 3 weeks
Design
framework
3 weeks
Evaluation 4 weeks
Final Project
paper
4 weeks

37. Figure 3 Gantt chart
With the Producing of this Gantt chart identifies the specific tasks that need to
fulfil, and when it need to be done this is in order so that due date are met and
keep on time. With the Gantt chart will allow to quickly identify if the proposal is
on track.
Chapter 4 Data Analysis
4.0 Introduction of data analysis
Over 100 questionnaires had been conducted, as part of the reached data
needed to complete this study, the data hopes to show a clear outline of the
different classification of golf tourists. After checking the feedback of 138
questionnaires, 10 were deem not useable and were discarded for reason that
of certain questionnaires not fully answered and submitted and of reason that
were due to double entry which add the extract same data and timing of
respond. It was deem that 128 questionnaire matched the requirements needed
for this study.

38. 4.1. Respondent analysis
Figure 4.1.0 Categories of respondent’s gender
Male
Female
According to figure 4.1.0, it shows that majority of respondent are male which
contributed 94 % of the data leaving female respondent with 4% of the total
contribution. The reason for the big different between male and female can be
explained by current trend in the golf industry in Malaysia there are not many
female golfers has it is more of a male dominated sport, the questionnaire was
not intended to be bias in anyway.

39. Figure 4.1.2 Categories of respondent’s age group
18%
40%
24%
19% 18-24
25-34
35-44
44 & above
Figure 4.1.2 Categories of respondent’s age’ group into 4 groups, as can be
seen from the table 40% of the respondents are of ages between 25-34, the age
of 35-44 are among the second highest with 24%. The ages of 44 and above are
the second lowers with only 19% and the percentage the youngest age group
18-24 is at 18 %. In general it can be stated that most of the respondents are
adults.

40. 25%
10%
17%18%
25%
6% 0% Professional
Sales/Service
Self-emplyment
Student
Retied
Housewifes
Others
Figure 4.1.3 Work status of respondent’s
The figure above shows the different occupations of the respondents this
information shows that 6% were housewife this can figure can be explain by the
low female respondents which were only 4%, a minor group were retied with a
percentage of 10%, at 17% were students this high figure can be explain by the
conduction of survey online which links were posted on golf forums and
Facebook pages has a most younger adults are more internet based. 25% of
respondents were professional and aslo 25% were involve in sales or service
these figure are not alarming as the trend of people whom play golfer or better
put whom have membership in golf resorts will have to be some of that caliber.

41. Figure 4.1.4 Education level of respondent’s
0% 10% 20% 30% 40% 50% 60% 70%
SPM/A-level
Diploma
Degree/Professional
Qualification
Postgraduate
Others
Education level 0% 23% 16% 61% 1%
SPM/A-level Diploma
Degree/Professi
onal
Qualification
Postgraduate Others
According to the answer collected, is shows that a high amount of postgraduate
had respondent with 61% this can be explained by understanding the that the
people whom are members of golf resorts will most likely have a education
background of this nature, 23 % have a diploma certificate and 16% have a
degree. It can be stated from this results that the respondent are of higher rich
educational background.

42. Figure 4.1.5 Nationality of respondent’s
81%
9%
Malaysian
Non-Malaysian
The data of nationality was taken however it will not affect the finding of this
study only option of the “Golfer” is require. That being stated the data shows that
only 9% of the total respondents were non-Malaysian and the rest of the 81 %
were Malaysian.

43. Figure 4.1.6 Monthly income respondents
1%
15%
31%
34%
20%
Below RM1500
RM1500-RM2500
RM2501-RM4000
RM4001-RM5000
Above RM5000
The figure states the monthly income of the respondent’s, from the data
collected it shows that 1% earn RM 1500 or below, 20 % earn RM 1500 – RM
2500. The feedbacks receive show that 31% of the respondents earn RM 4001
and RM 5000 with the highest at 34% earns a monthly income of RM 5000 and
above. This shows that majority of the respondents have high earing and it can
be concluded that the respondents not only do play golf but have the spending
power support it.

44. Figure 4.1.7 Age of respondent’s commencing playing golf
24%
18%
27%
20%
12%
18 & below
19-25
26-30
31-40
41 & above
This figure represent question one on the survey, it looks to identify the age of
the person started to play golf this again is to make sure the respondent is
classify has a golf tourist thus suited for the survey. The data show that 24% had
stated to play golf at the age of 18 or below given that there were respondent
18% of respondent of ages between 18 and 24 it is self to conclude that the
respondents is very familiar with not only the term of golf but the industry as
well. 18% of the respondents had pick up the game of golf at the ages of 19-25
and 20% at 31-40, the data showed that the lowest percentage were at the age
gap of 41 and above which was only 12% this look to be the reason of retirees

45. picking up the game cause they have the time, however most of the respondent
had only started playing golf at the ages of 26-30 which was 27% which may be
for the reason that are related to work as it is this age that is considered the
peek age for working.
Figure 4.1.8 Golf handicap of respondent’s
13%
13%
19%
16%
40%
1 to 5
6 to 10
11 to 15
16 to 20
21 & above
The propose of this data is not only to make sure that the respondent is in fact a
golfer but also to see what kind of golfer the respondent is, for example this data
can help identify the amount of time, focus and dedication that is allocated for
golfing and in turn a profile can be constructed. The data above shows that 13%

46. of the respondent have an golf handicap of 5 or better it, this mean that 13%
were highly competitive or dedicated golfers. The figure also showed another
13% had an golf handicap of 10 to 6 however 19% of respondent were in
between handicap 11 to 15 which suggests causal golfers. At 16% were
respondent whom proses a handicap of 16 to 20 and over 40 % had a handicap
of 21 and above this shows that a higher number of respondent didn’t not play
golf well or didn’t not have a golf handicap, this statement can be confirmed with
the results of question 3 which identify the number respondent whom had a
membership card with a golf course or golf resort in Malaysia.
Figure 4.1.9 Golf membership card procession by respondents
45%
55%
YES
NO
This figure reinforce the statement made in regarding figure 4.1.9, with 55% of
respondent not having a membership card compared to the 45% whom do, it
help justify the 40% of respondent having no handicap as the process of owning

47. and maintaining an golf handicap is more difficult without being an member to a
club.
The data that has been presented above were constructed to help identify the
demographics that is require in clustering and classification of golf tourists. From
this section of data it is already evidence that clusters of golf tourist can be
formed, this can be in the term of skill level, dedication, fitness, which help
determine the physical aspect as well as education and occupation which
determine the business foundations.
Figure 4.1.10 Number of golf holidays by respondents
2%
24%
71%
2%
1%
0% 20% 40% 60% 80%
never
once
2to4
5to6
more then 6
Holidays
The next sets of question (4-9) are to analyze travel motivation, has this
proposal rest heavily on identifying the reason and factors of golf related trips.
Question 4 help identifying how many on average did the respondent take golf
related trips, from the data it can be shown that around 2 % never took trips for

48. golf related reason, it is also showed that only 2% said that there had taken trip
for 5to6 days and only 1% for more than 6 which is both understand able do to
the fact that trip like are not common, 24% of the respondent said that they take
on average 1 trip per a year. Majority of the respondent said that they take up to
2-4 golf related trip a year, with 71 % it was safe to conclude from this data that
there are motivation factors that have not yet been officially highlight in the
Malaysia Golf Industry.
Figure 4.1.11 which counties were visited for golf related reasons
The data collected from question 5 was a follow up
question based on question 4 that addresses which
counties did golf tourist visited during the trips that were referred to question 4,
this data stated that golfers in Malaysia had visited Thailand the most for golf
Malaysia 68 16%
Thailand 85 20%
Vietnam 65 15%
Philippines 38 9%
Singapore 34 8%
Japan 39 9%
Korea 40 9%
China 44 10%
Other 13 3%

49. related trips at 20 %, coming in second was Malaysia at 16 % this shows that
more trip involving golf were preferred in Thailand however Malaysia still play an
significant role even if Vietnam is 15%. China golf industry has being booming
up and this may explain why golf tourist had visited China at 10%. Koran,
Philippines and Japan were at 9% with Singapore close by with 8%. 3% of
respondent had stated Indonesia, and United Kingdom. When ask about what
month they normally traveled for these trips in question 6 the following table
explains.
Figure 4.1.12 what month do you travel for golf trips
17%
23%
24%
37% Jan-Mac
April-Jun
July-Sept
Oct-Dec

50. The donut chat above show that a high number of trip (37%) that were taken
between Oct-Dec which indicated holidays trips has it is during holidays
seasons, 24% of trips were taking during July-Sept which go in line with the
major Asians PGA tours and Europe PGA tours events in this part of Asia,
events such as the H.S.B.C open and the Malaysian Maybank Open. 23% of the
respondent stated that there had travel between April and Jun trips for golf
related factors and only 17% had stated Jan to March the lower percentage
maybe due to non-peeks times has it is the beginning of the year.
Figure 1.4.13 numbers of nights spend during trips.
26%
17%
7%
50%
1%
1
2
3
4
5 or more
The data on figure 13.12 shows that number of night spend, these number will
help justify and explain how long did the tourist spend with golf related products,

51. the data stated that 26% stay for 5 night or more, this can be related to golf
events has it is 4 full days event, 1 % had said 4 days while 7 % said 2 nights,
the majority had spent 3 nights which is at 50%, and 17% at 1 night. The data is
to be compared with question 9 which can provide a data needed to detemed
the motivation for the trips taken.
Figure 1.4.14 Travel party consisted of
The data above show that the travel party’s on trip that were taken for golf
related purposes, it so that at 29% business associate were the highest, this
may be due to the trend of current golf industry where a great majority golf
resorts also included many event and business related facilities, and the fact
that golf is more of gentlemen game and has a long history business men make
and closing deal on the golf course. The data also show that 27% of travel
party’s consist of friends, and 16 % were alone this is done followed with family
Alone 39 16%
Partner 21 8%
Family/relative 37 15%
Friends 66 27%
Business associate 73 29%
Social club members 12 5%
Other

52. and relative at 15%. A travel party that consists of partners is at 8 % and
surprisingly social club members are only at 5 %.
Figure 4.1.15 Number of different golf courses played
43%
23%
27%
6%
2%
0% 10% 20% 30% 40% 50%
1
2
3
4
5 or more
Golf courses
This bar chart show the amount of different golf courses played during a trip, this
data hope to link the number of courses has a motivation factor when it comes
to choosing a location for golf related products and services. It shows that 43%
of the respondent had only play on one courses during a single trip, and 23%
had played on 2 course, the data also suggests that 27 % had played on 3
different courses during a single trip. 6% had played on 4 and 2% and played 5
or more, this is understandably low due to the fact of availability that are not
many location that offer high number different course in the same area.

53. The data cumulated above has shown that golf related trip normally has a longer
duration compared to convention trips, majority of the trip are related to business
trip or leisure trips and from the data it can be stated that different motivation
factors such as timing and location preferences are key importance.
4.2 Respondent motive
In order to analyze motive and motivation for travel as well has preferences
question 10 and 11 were structured in such a way that it would classify the
respondent based on their answer, each question has multiple statement that
the respondent can rate from strongly disagree to strongly agree.
Question 10 is to rate statement based on the respondent motive for traveling
overseas for golf related proposes.
Table 4.2.1 results of question 10
Statement
Strongly
disagree
Disagree Neutral Agree Strongly
agree
A
I can travel with
lower golfing
expenses than
domestic golfing trips
0% 22% 56% 16% 7%
B
I can undertake
multipurpose trips
during golf holidays
0% 0% 18% 35% 48%
I can play more

54. C rounds with
inexpensive green
fees
0% 19% 34% 12% 36%
D
I can play easily
without an expensive
golf membership
0% 0% 27% 57% 17%
E
I like participating in
physical activities 0% 26% 54% 18% 3%
F
I could build
relationships with
social club members
7% 0% 17% 43% 34%
G
I could improve
relationships with
friends
0% 0% 15% 51% 35%
H
I could build
networks with
clients/associates
0% 1% 56% 18% 26%
I
I like being together
with family or
relatives
0% 15% 45% 39% 2%
J
I could improve
golfing skills and 0% 0% 25% 50% 26%

55. knowledge
K
I want to play at
highly rated/reputed
golf courses
0% 28% 14% 50% 9%
L
I want to play at
previously opened
golf championship
courses
0% 22% 54% 21% 4%
M
I like golf
entertainment for
business
clients/associates
1% 24% 7% 35% 34%
N
I could achieve
business goals 0% 16% 12% 40% 33%
Table 4.2.1 motive for traveling overseas for golf related proposes
The table above shows the data from question 10, it highlight key areas of
motivation decisions and influences, this data will shower that there a difference
views and option of a golf tourist that can help classify them Into different
clusters. The data show that 22% of respondent disagree with 10.A and believe
that Malaysia offer cheaper golfing expenses compare to other counties,
however 16% agree with the statement that suggests Malaysia is expensive,
and 56% were neutral about the statement, question 10.B show data that to
support the statement, 48% had strongly agree and 35% had agree whereas

56. 18% were neutral about it. Question 10.C states that more rounds can be played
with inexpensive green fees, 19% disagree with this statement however 36%
had strongly agreed. Question 10.D conclude that all responded so what agree
that golf in Malaysia were too expensive due to membership requirement and
agree that oversea courses were cheaper when it comes to membership, the
data shows that over 56% agree and 17% strongly agree with the statement.
Question 10.E is look to identify the motive of playing golf with stating
participation in physical activities over 53% were neutral, 26% disagree, which
suggest limited interested in the game as a physical demanding sport but more
a casual sport. 18% agree with 3% strongly agreeing to the statement which
suggests that these respondent look at the game of golf a physical demanding
sport and choose to take part in it. A-E look to identify price preferences,
physical participation and main purpose of a golf trip, this look to help create a
better understanding as well has a better profile build from the data analyze so
far it can be seen that three main cluster are coming to light, the clusters seem
to be motive oriented.
The question of 10.F-I look to identify preference of relationships building, 10.F
shows that 43% agree with the statement of building relationship with social club
members, while 51% agree with improving relationships with friends and 26 %
strongly agree with 18% agreeing with the statement of building networks with
clients through golf related trip, this data can conclude that one of the
classification of golf tourist that more businesses oriented. Question 10.K-L look
to identify the different motivation level for playing the game. 50% of responded
agree with the statement that a golf trip improve golfing skill as well as

57. knowledge. 50% also agree for the statement of wanting to play at highly rated
golf courses which add the data from question 10.L where it links the statement
of wanting to play on a previously opened golf championship course. This data
shows better play that are more golf ordinated prefer to play on well know golf
course that have a higher rating. Question 10.M and N both shows results that
support the link of business and golf, over 34% strongly agree with the
association of business clients and entertainment, and 33% alone strong
agreeing on the notion of business goals can be achieve with golf related trips.
Table 4.2.2 results of question 11 Important feature for golf destination
11
Statement
Strongly
Disagre
e
Disagre
e
Neutr
al
Agre
e
Strongl
y
agree
A Availability of golfing
lessons/instructions 6% 28% 43% 22% 2%
B Availability of convenient tee-off
times 16% 37% 37% 11% 0%
C Opportunity to play more golfing
rounds without extra green fees 0% 0% 1% 33% 66%
D Good rated/reputed golf resorts
0% 0% 52% 41% 8%
E Availability of different golf

58. courses to play 0% 0% 39% 39% 23%
F Inexpensive green fees 0% 40% 56% 4% 1%
G Golf courses which previously
open golf championship events 0% 0% 25% 49% 27%
H Accessibility of practical golfing
ranges 0% 13% 72% 13% 3%
I Availability of golf travel
information 0% 26% 21% 51% 3%
J Good weather and climate
0% 43% 33% 23% 2%
K Golf courses near suburban
areas 3% 38% 40% 18% 2%
L Safety and secure country
5% 50% 45% 1% 0%
M Outstanding natural scenery
0% 15% 13% 41% 44%
N Places previously visited for golf
trips 0% 0% 39% 39% 23%
O Luxury/five star hotels 0% 23% 52% 19% 7%
P Good service by employees 0% 16% 47% 37% 1%
Q Availability of spas and saunas
0% 21% 52% 26% 2%

59. R Good golf resort facilities and
services 0% 4% 24% 73% 13%
S Good nightlife and
entertainment
0% 13% 17% 41% 43%
T Good amusement
facilities/theme parks 0% 13% 40% 60% 1%
V Many historical/cultural sites
3% 32% 52% 6% 1%
W Different cultures and lifestyles
0% 23% 27% 18% 33%
X Accessibility of national parks
3% 53% 44% 0% 1%
Y Good shopping 0% 23% 21% 55% 2%
The data of question 11 shows the different of preferences of features when
visiting a golf location, it shows highlighted decisive differences of motive,
preferences and requirements. 11.A shows over 28 % of respondent do not care
for an golf lessons instructed with 43 % neutral about the statement, the
availability of convenient tee off times is disagree at 37% and neutral at 37%,
this may be due to the fact that it is not of great importance to respondent,
however it was highly evident on question 11C that opportunity to play more
golfing rounds without extra green fees were of great importance, with a
percentage of 66% for strongly agree, this something that can be look at to be a

60. pulling factor. The data also shown that 41 % agree with the golf location having
good rated golf resorts, which may be due to the facility, has a better reputed
golf resort well have better facilities.
The data of question 11.E show that 39% agree and 23% strongly agree with
the statement of the availability of different golf courses at the location. The
respondent also were ask on having inexpensive green fees 56 % were neutral
and 40% disagree, this data conclude that prices are not the main factor for golf
tourist, this notion was support by the data from 11 F shows that 49% agree and
27% strongly agree that golf courses that previously had championship events
were prefer by the respondent. The accessibility of practical golfing ranges were
not highly regarded with 13 % disagree and 72% neutral, this is because has a
golfer travel to golf location the golfer would prefer go to go not the driving
range. The availability of golf travel information was at a golf location where
positive with 51% agreeing and 26% disagreeing this show that golf tourist use
golf resort and clubs has hubs for travel information.
As preferences of the golf tourists regarded as a fundamental on this report a
few statement in question 11 look to confirmed this, 11 J is relating the weather
n climate to the location requirements of the golf tourist with 43% disagreeing
with the statement.11K shows that the respondent did not like the idea of it with
38% disagreeing. When it comes to safety and secure of the country 45% had
answer neutral but 50% had disagree with the notion, the author does not have
a clean justification for this.
When it came to places that were previously visited 39% agree with the
statement and 23% strongly agree with it, this data showed that the respondents

61. were more comfortable with location that there had already visited. The
respondent did not find that a luxury five start hotel is need to enjoy golf related
products with 52 % being neutral and 23 % disagree and 19% agree with 7%
strongly agreeing. One feature that respondent reply positively, was the good
service by employees statement 37% agreeing and 47% were neutral. the main
requirements for a golf tourist is having good golf resorts facilities with 73
respondent agree with the notion. These data show the requirements of the
different cluster of golf tourist, which then mean that the individual cluster can be
targeted sparely.
The next rows of statement from question 11 are design to identify different type
of attraction and motive, the data of the statement good night life and
entertainment is highly favored with 43 % strongly agreeing and 41 % agreeing,
this is to do with alcohol has most golfers will go for a drink after a round of golf.
The statement of good amusement facilities/theme parks had revised mix
feedback, 53 % agree and 40 % were neutral, this statement seems to be favor
by golf tourist whom travel with family members. The last one is the statement
on historical and cultural sites, which the responder had disagreed with 34%.

62. 4.3 Conclusion of data
For the data collected and further review, the identification of 3 different
classifications of golf tourists had been establish, based on the questioner
collected and the categorizations of it the 3 categories are Dedicated Golfers
who are more concentrated on the sport, Business Golfers who play golf but are
concentrated on the business aspect and Leisure golfers.
These categories have different motivation from each other involving them self
in sport, each have district characteristics;
Dedicated Golfers are more likely to be motivated by factors like the challenge,
to compete, the knowledge and learning curve as well as the benefits, these
golfer trend to have a Low handicap, would have started playing young, also
would have a habit of traveling a lot for the purposes golf related products, they
would also travel with social club members, would take lesson and learn, look
for ways to improve. In order for marketers to target this cluster, a number of golf
courses will need to organize training programs that are of different levels,
lesson and challenges to keep them hook.
Leisure golfer are more motivated by social or association factors, they tend to
be of older age, would tend to have a high handicap, would travel and play golf
in averagely, normally would travel with family and relatives only, marketers will
need to target them with short packagers and include other attraction target at
family members, one way can be in form of developing family activities as part of
the full golf packages.

63. Business Golfers that are motivated factors such has business opportunities,
escape and relax has as well as social influences, they tend to be in their adult-
middle age, have an mid handicap level, would try out different courses. If the
Malaysian marketers would want to target them, There are more focus on
business, exhibition and conventions, with they being multipurpose travelers
additional attraction of golf championship events, and cultural tours as well as
entraining night life.
With the clustering of golf tourist it means that specific strategies both
managerial and marketing can be put in place to benefit the individual cluster. It
make the targeting of individual group more beneficial to both party, the
marketer and the cluster group.

64. Chapter 5 Conclusion
5.0 Judgment
After numerous survey an secondary reached, the classification were identify,
the cluster will provide a better and a more specify profiled to the individual
needs, the golf industry in Malaysia is relatively new compare to other countries
The proposal has identified the reason for golf traveller motivation and
categorizes them in dissimilar smaller categorical clusters that will have related
reason, factors and motivation. The purpose of this proposal is to assist the
current golf organization that are related to tourism, thru identify and classifying
the information to improve and understand the systematic classification within
the golf tourism market segments.
Therefore it add to an increasing form of information that is associated with the
golf industry, although results of this information will also assist the destination
marketers this will be in the form of marketing and managerial strategies that
can be develop for different types of golf tourists groups that is identified.

65. 5.1 Recommendation
The Malaysian golf industry should identify and classify golf tourist, this is both
for the benefit of the industry but also the benefit of the golf tourist. Specify
strategies should be reached and conducted to carter from the different golf
clusters of golf tourist. The 3 cluster identify in is proposal can be use has a
target profile that can be expand and improve with more data collection. The
results of this proposal are not limited to Malaysian golfers but it can be apply to
golf tourist. The golf industry is very competitive in the Asian area alone and
Malaysian is losing out to it neighbors’ the industry may be bring in major PGA
tour events but most of the local golf community can’t afford the green fee alone.
Golf relaters in Malaysian do not have an effective target market or strategies in
place.
5.2 Limitation
The major limitation of the research was the gap on Literature in Malaysian, the
Malaysian golf industry does not have any literature paper publish, or statistic,
figures on number of golfers in Malaysian. Although the sample size was
sufficient to meet the requirement of this proposal the reached data did not
represent a large population for the reason of convenience, the author did not
have sufficient resources to conduct the research has first plan.

66. 5.3 Further Study
In order to improve the study more data will be require, the participants of the
Malaysian Golf Associations will greatly make the data more reliable an increase
in the quantity of respondent. The Direct interview with selected Golf clubs and
MGA members will contribute more to the understanding of the study.
5.4 Acknowledgement
This research project would not have been possible without the support of
numerous individuals. The author wishes to express his gratitude to his
supervisor, Mr. Gurcharan Hans who was abundantly helpful and offered
invaluable assistance, support and guidance. Special thanks also to all His
graduate friends, and lectures for sharing of literature and invaluable assistance.
The author would also like to convey thanks to the KDU University Colleges for
providing the opportunity for the author to improve himself and lead to the end of
his studies.

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