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Lauren C. Hindman, Lee P. McGinnis, and Benjamin Marcus

The golf industry has realized a recent boom, due primarily to the lasting effects of the COVID-19 pandemic and limited socially safe activities. Despite the growth, male golfers continue to dominate participatory play. Women are also underrepresented as employees in the golf industry. Abiding by the mission of the American Golf Industry Coalition to make golf more diverse, inclusive, and friendlier to women, students are asked to resolve numerous questions and issues. Such items include diversity, equity, and inclusion-based hiring, recruiting, and marketing practices that involve more women and minorities. Many of these strategies center around American Golf Industry Coalition’s initiative to “Make Golf Your Thing.” Professional Golfers’ Association Golf Professional Sarah Stone and Chevy Chase Country Club in Maryland are portrayed as the protagonist to help localize the issues and provide a basis for concrete solutions. This study is suitable for upper-division sport management and sport marketing courses, as well as courses examining diversity, equity, and inclusion in sports.

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, including both low- and high-consensus information. Individuals with high SII will make “socially safe” decisions regardless of whether many or only a few individuals endorse a behavior. Although this article discussed the findings in the context of public policy marketing, it is relevant for sport