This study aimed to identify the factors influencing the viewing behavior of current Ladies Professional Golf Association (LPGA) audiences, especially whether the growing dominance of golfers from Asian countries plays a role in shaping such behavior. The research investigates the reasons for which existing LPGA viewers watch these tournaments by examining key factors such as attitudes toward watching, subjective norms, perceived behavioral control, and intergroup attitudes. A quantitative survey was distributed to 536 LPGA event viewers in the United States. The survey measured constructs such as watching and intergroup attitudes, subjective norms, perceived behavioral control, and intention to watch. Structural equation modeling was used to analyze the data and test the hypothesized relationships among the variables. The findings indicate that salient beliefs directly and positively affect predictor variables, which in turn positively influence the intention to watch LPGA events. Watching attitudes, subjective norms, and perceived behavioral control significantly enhance the intention to watch. However, intergroup attitudes toward golfers from Asia negatively affected the intention to watch, highlighting a potential barrier to audience engagement. This study highlights the dynamics of psychological and social factors in shaping LPGA viewership and offers insights for strategies to better engage diverse audience segments.