A cross-country comparison of Malaysia, Thailand and Indonesia golf tourism experience: a perceptual experience of Malaysian golfers

Abstract

Purpose

This scholarly investigation explores the Malaysian golfers' experience in Malaysia, Thailand and Indonesia golf courses. The study sheds light on the unique attributes of golf tourism in each country, including the courses, facilities, services and overall golfing experiences offered to golf tourists.

Design/methodology/approach

Qualitative data were procured through in-depth semi-structured interviews with a cohort of 13 Malaysian golfers.

Findings

The findings indicate that golfers' experiences are affected by the quality of service, facilities, price and course condition, ultimately contributing to their satisfaction level. The evidence suggests that Malaysian golfers are comparatively more satisfied with golf courses in Thailand and Indonesia than in Malaysia.

Originality/value

The study underscores the importance of golf course attributes in retaining existing golfers and enticing new ones. Besides, as comparative research on golf course attributes and destination preferences is scant, this study has far-reaching implications, empowering Malaysian golf course managers to augment the appeal and quality of their golf course destination to optimise the behavioural intentions of golf tourists.

Citation

Mohd Ali, A.J., Zahari, M.S.M., Bashir, M.A.A. and Hanafiah, M.H. (2024), "A cross-country comparison of Malaysia, Thailand and Indonesia golf tourism experience: a perceptual experience of Malaysian golfers", International Journal of Sports Marketing and Sponsorship, Vol. 25 No. 1, pp. 125-141. https://doi.org/10.1108/IJSMS-07-2023-0146