Abstract
The golf industry in Portugal is facing substantial difficulties in keeping courses running—as is happening in the United States, for example—because the number of golf tourists and federate players has drastically decreased in recent years; from 17,642 players in 2005 to 14,679 in 2012 (European Golf Association, n.d.). Golf marketers and course owners have realized that this sector needs to undergo considerable changes to attract more clients to the game. Among potential clients, women are presently viewed as a segment that deserves attention since they can make a difference to the economy of the sector, which desperately needs to be enhanced. Nowadays, women tend to outlive men; they are more aware of the benefits of open-air activities and are willing to play, so golf could be a lifelong sport for them. Nevertheless, at present they only account for roughly 18% of golf players in Portugal (European Golf Association, n.d.).
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