Does the transparency of the websites can help in attracting customers? Analysis of the golf courses in Andalusia

Abstract

Purpose: The aim of this study is to analyze the degree of transparency of the Web pages of organizations that belong to the world of sports, specifically golf courses in Andalusia.

Design/methodology/approach: We performed a descriptive analysis of the conditions of transparency of 92 Web pages of golf clubs registered on the official website of the Royal Golf Federation of Andalusia (RFGA). A questionnaire created/adapted ad hoc is used for this study having as a reference the questionnaire used by Barrio and Martin (2012) that analyze the performance of the 4 conditions of transparency of Web pages.

Findings: To reflect a high degree of transparency, they show a higher compliance than 75% in 8 of the 10 variables. The Web page becomes an element to quantify the performance of the field without investing too much in other promotional channels to attract as many customers as possible.

Research limitations: In some Web pages, the access to information entailed a significant investment of time because they did not have the characteristic of being intuitive. In some cases was not available all required information.

Practical implications: Knowledge of this information allows the director or manager identifies possible areas of improvement to optimize their management, while transparency offered by the golf courses is improved.

Social implications: This study highlights the need for teaching the user to evaluate the quality, transparency and being critical with the information found on Web pages.

Originality/value: The analysis of transparency allows clubs to be reflective of its golf courses. It becomes the tool that the manager can use to display part of all its virtues and to evaluate the social behavior of their customers, to attract possible clients and perform actions with the stakeholders in the golf industry.