The case study discusses the importance of members' motivational factors in recruiting new members in a private country club in the south-western region of the United States. The study explores the issues and challenges of creating a membership sales initiative for a club as a stand-alone business entity not being operated through a real estate developer. A private country club organization is dependent upon members joining on a continuous basis for the club to be sustainable. The study takes the students through the membership dilemma facing a private country club after turnover to develop marketing strategies for recruiting new members
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Originally Published InButler, J., & Lee, S. (2017). An exploration into the marketing of country club management: Member's motivation. Journal of Hospitality & Tourism Cases, 5(3), 9-22
