Why The Golf Industry Should Care About Parasocial Relationships: Travel

The global golf tourism market is worth an estimated $27 billion and is expected to grow significantly over the next decade.

As competition intensifies, golf resorts, travel operators, destinations, clubs and tourism brands are increasingly turning to content creators and social media influencers to reach golfers. But how effective are these partnerships? And what actually drives influence?

In this latest Gather Collective Report, we explore the role of parasocial relationships within golf travel – the one-sided connections audiences develop with media personalities and content creators.

Drawing on original research among golfers in the UK and US, we investigate how emotional engagement, connection and relatability influence travel decisions, destination preferences and recommendations.

The findings suggest that influence is not simply about audience size…

Available Exclusively to Gather Collective Members

This report forms part of Gather’s ongoing research series exploring golfer behaviour, consumer influence and the future of golf industry marketing.

Become a Gather Collective Member to access the full report, alongside our complete library of proprietary research, intelligence briefings and strategic insights.

What’s covered in the report? 

• Why emotional engagement significantly increases the likelihood of golfers changing travel plans
• The surprising difference between connection and relatability – and why one matters far more than the other
• How content creators influence destination choice, recommendations and trust
• The demographics most susceptible to golf travel influencer marketing
• What golf resorts, travel businesses and destination marketers should look for when selecting content partners
• Practical implications for brands seeking to grow market share through creator-led marketing.

We partnered with YouGov Sport to conduct this research with UK- and US-based golfers and fans.

Cover image credit: Adventures in Golf (Erik Anders Lang)

Report teaser images: Devereux Golf and Stephanie Gibri