The LPGA’s global tour and domestic audience: factors influencing viewer’s intention to watch in the United States

Abstract

The purpose of current study was to examine the impact of potential factors that influence audience’s attitude toward and intention to watch LPGA tournaments that are typically led by a large number of foreign golfers today. Research participants (N = 375) were LPGA consumers who responded to a questionnaire administered online. SEM analysis was performed to investigate the impact of diversity beliefs, cultural familiarity, perceived image, and femininity on attitude toward and intention to watch. The results revealed positive influence of perceived image and femininity on audience’s attitude, while negative impact of assimilation belief on attitude was identified. Furthermore, positive associations between attitude and intention as well as subjective norm and intention were confirmed. These findings suggest that promotion of the image of tour-leading foreign golfers and femininity would be useful to attract media spectators while promotion of diversity mitigating audiences’ belief on assimilation approach can be effective under the new globalized tour environment.