Matt,
I have actually had a few interesting conversations with course owners about that. Golfers have many reasons for picking the course they choose and some (no more than 15% according to those I listen to) choose to play hard ones. Most pick a course that fits their game, by some combination of length and difficulty, plus aesthetics.
Most want to shoot about their average score most of the time and avoid courses that are too hard. If they struggle with sand, I imagine that they mentally count the number of bunkers in play for them in making their decisions.
Sometimes, players will avoid a course that doesn't play to a good yardage for them - like seniors avoiding courses without tee sets under 6000 yards, but also many players when the back tees are too long but the mid tees are too short.
Sort of OT but what I am hearing is that for actually driving golfers to your course, being too difficult isn't really a good way to go, even if the initial awards and publicity still tends to go to the hardest courses. And of course, all golfers will try a new course once to see what it is like for themselves. But most settle in to where they are comfortable in both play and of course, price point.