Analysis of Online Attendance and E-Commerce in Golf Courses Using Marketing Strategies Implementation in Sports Tourism.

Abstract

As a sports activity with unique traditions, golf is a first class tourism resource. In choosing golf destinations, tourists rely on information available online, just as consumers do in making decisions about any resource. Therefore, in our study, we tried to profile the internet presence of golf courses in Catalonia as well as their e-commerce maturity. To this end, we developed an integrated model for the analysis of golf course websites: one based on web content analysis and a structure with four dimensions (i.e. information, communication, e-commerce and additional functions) and the stages of the development model. The finding of acceptance of internet business. This model, which is used by all golf courses in Catalonia that have a website, showed that, despite the great importance of the sport to the local economy and tourism, golf courses do not have a sufficient online presence or platforms to communicate. . The present work includes information on its theoretical contribution, implications for management, limitations, and future lines of research.