On The Green: Consumer Perceptions of Returning to Golf Spectatorship Amid the Covid-19 Pandemic

Abstract

Throughout the COVID-19 pandemic, the sport industry has contended with stoppages of play and interrupted revenue streams. With sport beginning to "return to normal," there is uncertainty about the safe return of spectatorship and how live-event attendees perceive safety and precautionary measures amid a serious health emergency. The purpose of this study was to assess golf consumers' perceptions of following COVID-19 preventative measures at a small-scale professional golf event in Canada, and how these perceptions may influence their future event attendance. The results from a multiple linear regression analysis indicated that perceived benefits of COVID-19 vaccination and self-efficacy of following preventative measures significantly and positively influenced golf spectator's consideration of attending an event where these measures are enforced, while the perceived barriers of mask wearing significantly and negatively influenced attendance consideration. This has several practical implications for event management practitioners planning and hosting an event amid the COVID-19 pandemic.