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Experience use history as a segmentation tool to examine golf travellers' satisfaction, perceived value and repurchase intentions

Department of Recreation, Park and Tourism Sciences, Texas A&M University, TAMU 2261, College Station, TX 77843-2261, USA Tel: +1 979 845 8806; Fax: +1 979 845 2446; jpetrick{at}tamu.edu

It is becoming increasingly important for destination managers to identify the variables which attract and retain their current and potential clientele. The segmentation of golf travellers into homogeneous markets allows for the comparison of consumer variables by groups and can assist management in formulating consumer-oriented marketing strategies. The current study utilised experience use history (EUH) to create distinct, identifiable segments of golf travellers by examining their past behaviour and experience levels. This allowed the consideration of differences between the segments with regard to overall satisfaction, perceived value and intention to repurchase a golf vacation. Results revealed that golf travellers with diferent EUHs difiered in both their overall satisfaction and intentions to revisit the destination. Specific managerial implications are discussed.

Key Words: satisfaction • perceived value • intentions to revisit • experience use history • golfer behaviour

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