Dr. Kelly Price looks at the ways new technology like augmented and virtual reality can help boost the coverage and popularity of women's golf.

Dr. Kelly Price analyzes key research confirming that elite female athletes including pro tour golfers are still judged on their physical attractiveness and social behaviors.

With the LPGA's 'Drive On' campaign, Dr. Kelly Price says "the brand of the LPGA is alive and well"... but it hasn't always been that way.

I love my pink glove. My last bag was pink. I am glad I had the pink option when I purchased these items. But the question remains, why must golf continue to place such deep division within many of its product lines which continues to fuel the gendering (and arguably sexism) of golf?

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The purpose of this study was to explore spectators’ level of satisfaction toward atmospherics in the sport environment—facility—and to show the influence atmospherics has on spectators’ intention to attend sporting events. A group of undergraduate students (N = 145) attending men’s basketball games at a typical NCAA Division I mid-major university responded to a survey. The respondents indicated that they were satisfied with event security and ticket pricing and close to satisfied with all other variables, but they were dissatisfied with parking and merchandise price. A principal component analysis and a discriminant analysis were conducted to identify which constructs better differentiate respondents attending fewer games (one to five) from those attending more games (six and more). Results show that entertainment and facility atmosphere contribute to attracting spectators to the games, but facility services contribute to avoidance behavior. In addition, implications and future research options are given.

The purpose of this study was to investigate preferred shopping behaviors of golfers in the state of Tennessee. While much research has been done on retail shopping behavior in general, little exists regarding shopping behavior in sport retail, and more specifically golf retail. While golfer behavior has been researched in other areas such as tourism, it has not been fully researched in the sport or retail literature. Since this segment of consumer spends millions of dollars per year, this study was conducted to fill the gap in the literature regarding this unique consumer. An online survey was distributed among a state-wide professional golf organization regarding preferred shopping and golf course attributes. Results showed a significant relationship between some variables, including brands/designers offered. This research will be helpful to golf retailers, golf merchandisers, golf marketers and managers, who sell, buy or deal with golf apparel and/or related merchandise to better tailor marketing and promotional activities and ultimately increase revenue. This paper is unique and applicable in the fact that golf has not been fully researched in the marketing or retail area.