Segmentos de mercado no turismo de golfe. O caso de Almancil

Abstract

Human being only consumes what is motivated for. Motivation implies a choosing process based on the
product attributes perceived by the consumer.The motivations that determine golfer’s choices are unknown for most of the
managers. This study intends to evaluate the elements that determine the choice of golf courses in a place that became
Europe’s leading golfing destination – Almancil.
Based on the gathering of primary data, which resulted from a survey answered by golfers, Almancil’s golf market was
segmented in a psychographic perspective using the Principal Components and Cluster Analysis.
Results prove that golfers use few attributes to conceive golf course’s perception. Some of the highlighted elements are the
holistic, the destination and the golf. The dimensions of choice were used as segmentation variables. The cluster analysis
allowed identifying three segments that compose the tourism golf demand in Almancil, named as: “The tourist that plays
golf”, “The team player” and “The golf player”.