Alternative golf is a nascent leisure product category that is growing in popularity. However, little is known as to why, its potential impact on traditional golf, and whether it will encourage more and diverse people to play traditional golf. Drs. Juhee Kang, David Kwun, and Jeeyeon Jeannie Hahm at UCF Rosen College of Hospitality Management investigated the relationship between consumers' value perceptions, satisfaction, and involvement at golf entertainment venues, and whether those influenced their desire to return or refer, and, ultimately, spread their wings onto an actual golf course.

Original Article

Kang, J., Kwun, D.J., & Hahm, J.J. (2022). Investigating the effect of alternative golf experience on traditional golf: An integrated framework of perceived value, satisfaction, and involvement. International Journal of Contemporary Hospitality Management, 34(11), 4266–4287. doi.org/10.1108/IJCHM-10-2021-1231