In leisure industry, golf is generally treated as an upper-class activity because of its players' background and because of high expenditures associated with participating. It plays a special role in Taiwan. While compared with most other leisure activity, playing golf is very expensive but Taiwanese golfers are enthusiastic about it. Overall golf courses are about 0.2% of Taiwan's land while about 5% of the population is identified as playing golf. This means that in Taiwan, on average, 250,000 people share a golf course. This study, based on golfers using a golf course in Chia-Yi, was to explore golfers' demographic backgrounds, their motivation, and level of experience. IPA (importance-performance analysis) and SWOT (strength, weakness, opportunity, threat) analysis were employed as part of the research. Based on the data collected golfers tend to be male and middle-aged. The major motivations were found to be relaxation, entertainment, releasing work pressure, and enjoying sport. Their ratings of the golfing experience on fresh air, good sport activity, balance of physical and mental benefits and caddie attitude were high. The results of this study are included in recommendations to the government, the golf course industry and academics for future policy, business development and research.