Marketing Strategies to Increase the Number of Golf Players in Hungary

Holló Zsombor (2023) Marketing Strategies to Increase the Number of Golf Players in Hungary. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

Abstract The thesis investigates the situation of golf in Hungary in order to provide recommendations for the Hungarian Golf Federation and for the Hungarian golf clubs on how to change their marketing strategy in order to attract more potential golfers to the field. I decided to examine this topic due to two reasons: my professional reason is the complexity of sports related topics, in addition, I also have personal motivation because golf plays an important role in my life for many years that is why I know the major difficulties the golf clubs have and attracting new players is an essential question for the golf clubs. Both primary and secondary research were conducted in order to reach the goal of my thesis. As part of the secondary review, I provided an overview in relation to the theories of sports marketing, sports sponsorship and even the sports marketing mix, and then, the thesis presented the situation of golf in Hungary, in addition, its difficulties and possibilities as well. As part of the primary research, both quantitative and qualitative research was done. As quantitative research, a questionnaire examines the attitude of the people towards golf, the important factors in relation to the golf courses, the usage of the different social media platforms, the amount the people would consider paying for golf per month, and whether the most successful golf players are known or not. In the quantitative research I tested two hypotheses: Hypothesis 1 (H1): Age group influences the importance of the different factors in relation to golf courses. Hypothesis 2 (H2): Gender influences the usage of the different social media platforms. According to the primary research, both hypotheses have been dismissed. The effects of pandemic on golf were investigated through qualitative research where four in-depth interviews were conducted with four people from golfing life. I presented several recommendations based on the findings of the primary research. I recommend that golf clubs increase their online presents because people like looking for information online. All golf clubs need an informative and user-friendly website and active presence in three social media platforms: Instagram, Facebook and TikTok. In addition, it is recommended for the Hungarian Golf Federation to co-operate with one or two influencers in order to increase the awareness and the popularity of sports, and even increase the number of new athletes. In addition, my other recommendation is related to the associations of the consumers: the golf clubs have to strengthen the associations like nature and green, and cancel the associations which reflect that golf is expensive, exclusive and elite.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Konzulens(ek)

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	Covid-19, Golf, Golf players, Hungarian golf situation, marketing, marketing strategy
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2023. Már. 18. 11:37
Utolsó módosítás:	2023. Már. 18. 11:37

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