Golf Entertainment Venues as the Front Porch to Golf

Exploring the Experiences and Perceptions of Novice Golfers at Topgolf

Authors

  • Jackson Sears University of North Carolina at Chapel Hill
  • Beth A. Cianfrone Georgia State University

DOI:

https://doi.org/10.18060/29238

Keywords:

golf, sportscape, brand loyalty, sport branding, technology, Topgolf

Abstract

A recent trend in the golf industry is an increase in golf entertainment venues (e.g., Topgolf, Five Iron Golf, PuttShack), which blend sport participation and entertainment. The popularity of these venues provides a unique opportunity for the overarching sport to improve participation, public perception, sustainability, and profits. Historically, golf struggled with image-related issues, including barriers to access and participation. Golf entertainment venues are disrupting the way individuals, especially casual golfers, consume and perceive the sport. Topgolf was among the first successful entertainment venues and may impact the brand of golf. Therefore, this study focuses on novice golfers’ experiences at Topgolf and their perception of golf. Data were collected via in-person interviews and free elicitation response methods (i.e., word association). Following the data analysis, four themes were constructed: (1) Importance of Social Experience, (2) Positive Sportscape, (3) Internal Reactions, and (4) Growing the Game: Topgolf as the “Front Porch.” Theoretical implications for this work include providing a basis for future studies on sport participation and entertainment venues. Practical implications for this work should aid the sport industry, specifically the golf industry, in leveraging these products to improve the sport’s public perception and overall participation.

Author Biographies

Jackson Sears, University of North Carolina at Chapel Hill

Jackson Sears, PhD, is an assistant professor of sport administration and Katherine Smith Gunter Fellow in the Department of Exercise and Sport Science at the University of North Carolina at Chapel Hill. His research interests include sport consumer behavior with a specific emphasis on sport gambling and fantasy sport.

Beth A. Cianfrone, Georgia State University

Beth A. Cianfrone, PhD, is a professor and program coordinator of the sport administration MS program in the Department of Kinesiology and Health at Georgia State University. Her research interests include sport marketing communication and consumer behavior.

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Published

2025-11-14

Issue

Vol. 6 (2025)

Section

Research Articles

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Copyright (c) 2025 Jackson Sears, Beth A. Cianfrone

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