The purpose of this study is to develop a profile of the gallery at a professional golf tournament。 In order to achieve this objective, a cluster analysis was employed to examine gallery segments on the basis of attendance motivation。 Four distinct segments were identified as a result of multiple analytical steps。 Golf tourney organizers can use the results provided in this study to assist them in their development of a systematic marketing plan that efficiently satisfies the needs and desires of their target markets.
Yasuhiro Watanabe，Koji Matsumoto，Haruo Nogawa
