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|a GV716 .K36 2011_KangSun |2 BU-Local |
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|a Content analysis of PGA and LPGA grand slam tournaments' websites |h [electronic resource]. |
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|a Miami, Fla. : |b Barry University, |c 2011. |
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|a 74 leaves : |b ill. ; |c 28 cm |
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|a Barry University Theses -- School of Human Performance and Leisure Sciences. |
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|a Thesis (M.S.)--Barry University, 2011. |
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|a Includes bibliographical references (leaves 38-43). |
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|a Copyright Sun J. Kang. Permission granted to Barry University to digitize, archive and distribute this item for non-profit research and educational purposes. Any reuse of this item in excess of fair use or other copyright exemptions requires permission of the copyright holder. |
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|a In the United States, golf is one of the top individual sports with 22.3 million participants in 2009 (NSGA, 2009). The marketing effort to reach a greater audience has led to the creation of official websites for each individual Grand Slam tournament. Grand Slam tournaments are among the top ten most watched sports globally (Top10 List, 2010), yet studies regarding the marketing effort of golf tournaments’ websites are limited (Kim & Shin, 2008). The significance of this study was to investigate the marketing effort in relation to innovative technologies that have been employed in PGA and LPGA websites. The purpose of this study was to determine Web 2.0 tools’ contribution to Grand Slam tournament websites’ marketing efforts. The measurement tool was developed based on previous studies by Ioakimidis (2010) and Kriemadis, Terzoudis and Kartakoullis (2010). Coding sheets were formulated based on the findings of these studies by listing and categorizing the elements of the web applications and Web 2.0 content. An Elements List was created that adopted the coding inventory from Ioakimidis’ study to examine the presence of the Web 2.0 tools on eight Grand Slam tournament websites. A classification list was developed and examined by panel members who categorized the thirty-three Web 2.0 tools into four themes; information-based, media-based, interaction-based and not classifiable. The panel members were also asked to evaluate eight Grand Slam tournament websites by answering a series of questions to rate the marketing efforts and effectiveness level of each site. A simple agreement coefficient was calculated for the analysis, as suggested by Neuendorf (2002), to test the reliability of the study. Additionally, two separate sets of correlation coefficient were calculated for the data. The first correlation examined was between the presence of variables of the Element List and number five on the questionnaires. The second set of correlations were examined between the variables of the Elements List and scores assigned to the questionnaires. The results of this study indicated that the majority of Grand Slam tournaments’ websites appeared to be more information-based than media-based or interaction-based. LPGA tournaments were especially highly classified as information-based compared to PGA tournaments. Furthermore, PGA websites contained an average of 44.4% of the features associated with the latest technological advances, whereas LPGA websites only contained an average of 24.8% of the features. The features presented on both PGA and LPGA websites appeared to affect the overall marketing effort depending on what benefit users received through the content presented. The findings of this content analysis investigation indicated that appropriate technology-based marketing strategies, such as Web 2.0 tools, may assist promotional efforts that positively influence interest and participation in golf. |
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|a Electronic reproduction. |c Barry University, |d 2020. |f (Barry University Digital Collections) |n Mode of access: World Wide Web. |n System requirements: Internet connectivity; Web browser software. |
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|a Barry University Archives and Special Collections. |
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|a Professional Golf Association. |
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|a Ladies Professional Golf Assocation. |
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|a Sports |x United States |x Marketing. |
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|a Golf |x Tournaments |x United States. |
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|a Golf |x United States. |
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|a Barry University Digital Collections. |
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|a Theses and Dissertations. |
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|a BUDC |c Theses and Dissertations |
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|u http://sobekcmsrv.barrynet.barry.edu/AA00001236/00001 |y Click here for full text |
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|a https:/budc.barry.edu/content/AA/00/00/12/36/00001/GV716 _K36 2011_KangSunthm.jpg |
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|a Theses and Dissertations |
