Since the opening of America’s first golf course in Charleston in 1786, golf has played a big role in the economy of South Carolina. Economic activity from visiting golfers on and off golf courses in South Carolina created a $2.72 billion economic impact in 2007.

The unique importance of golf and tourism to the area created an opportunity to study how a local affinity marketing program, Myrtle Beach Golf Passport, affects the large number of visitors to the area, as well as those golfers who live in Myrtle Beach.

Myrtle Beach Golf Passport was created in 1993, enabling eligible residents, as well as those who own second homes in the area, the opportunity to enjoy reduced golf fees all year round. This program has been favorably received by over 10,000 members and has enjoyed a 75 percent annual renewal.

Build on that success 

Looking to build on that success, a marketing research study was undertaken to determine if Passport should be expanded from simply reducing greens fees to include other areas of golf vacation activities such as attractions, restaurants and retail locations. The Passport group agreed to cooperate in the marketing research effort and helped to generate lists of attractions, restaurants, and retail shopping locations that might become part of the Passport affinity marketing program, as detailed below. 

Attractions Ten participating attractions cover events for adults and children and represent the main attractions in the Myrtle Beach area. 

Restaurant types Participating restaurants represent a cross-section of restaurants available in the Myrtle Beach area.

Questions

1. What did the chi-square statistic tell the researchers in this case?

2. What did they find regarding the potential value of shopping, restaurants, and attractions?