Golf Tourism

Simon Hudson

ISBN: 978-1-906884-01-7

[View books and resources] | [Table of contents]

Chapter 1 An Introduction to Golf Tourism

Introduction

Spotlight: Wales challenging the giants of golf tourism

Celtic Manor Resort, home of the 2010 Ryder Cup, courtesy of © Crown copyright (2009) Visit Wales

Defining golf tourism

Figure 1.1: Application of the sport tourism and tourism sport framework to golf (Source: Adapted from Robinson and Gammon, p. 229)

Figure 1.2: The business of golf tourism.

The evolution of golf tourism

Figure 1.3: Net growth in golf facility supply in the USA 2001–07. Source: National Golf Foundation, 2008

Snapshot: Malaysia, open for golf tourism

Penang Golf Resort Malaysia, courtesy of Tourism Malaysia

The size and impact of the market

Figure 1.4: Golf economy clusters. Source: KPMG 2008a, SRI International 2008

Table 1.1: Value of the golf economy in the USA and Europe, the Middle East and Africa by region and industry cluster. Source: KPMG, 2008a

The key players

Destinations

Table 1.2: Popular destinations for the four largest golfing markets in Europe. Source: SMS Golf Holidays, 2005

Snapshot: Mission Hills, China – the world’s largest golf resort

Dongguan Clubhouse, Mission Hills, courtesy of Mission Hills

Golfers

Figure 1.5: Golfers by region of the world (%). Source: Mintel, 2006.

Golf hotels and resorts

Golf real estate

Golf attractions

Golf tournaments as attractions

Golf retailers

Tour operators

Golf schools

Case study: the Wide World of Golf

World Golf Hall of Fame, Florida, courtesy of Visit Florida

Spotlight: Wales challenging the giants of golf tourism

References

Chapter 2 The Golf Tourist

Profile of golf tourists worldwide

Spotlight: Legend Golf and Safari Resort

Miss Worlds promoting Legend Golf and Safari Resort in South Africa, courtesy of Legend Golf and Safari Resort

America

Table 2.1: Golf segmentation by age in the USA(Source: IBISWorld, 2008)

Table 2.2: Golf segmentation by working category in the USA (Source: IBISWorld, 2008)

Canada

Europe

Asia

Snapshot: the golf experience in Japan

Ocean Palace Nagasaki, courtesy of ©Nagasaki International Tourism and Convention Association/©JNTO

Understanding golf tourists

Table 2.3: Segmenting the golf tourist market

Figure 2.1: A framework of golf travellers’ profiles (Source: adapted from Hennessey et al., 2008, p. 10)

Women golfers

Influences on the demand for golf tourism

Table 2.4: The importance of characteristics when choosing a golf destination (Source: National Golf Foundation, 2003, p. 15)?

Figure 2.2: How golf tourists choose their golf destination (Source: KPMG, 2008, p. 8)

Spending habits of golf tourists

Figure 2.3: Spending by golf tourists during a long haul trip (Source: KPMG, 2008, p. 6)

Figure 2.4: Sales of golf clubs 2002–7 (Source: National Golf Foundation 2008, p. 1)

Figure 2.5: Sales of soft goods 2002–7 (Source: National Golf Foundation 2008, p. 1)

Trends in consumer behaviour influencing golf tourism

1. Learning and enrichment

Snapshot: Sandals Resorts Golf School, Jamaica

Sandals Resorts Golf School, Jamaica, courtesy of Sandals

2. Environmentally-friendly products

3. Nostalgia

4. Health-consciousness

5. Customization

6. Convenience and speed

7. Corporate and social responsibility

8. Spiritual enlightenment

9. Service quality

10. Experiences

Case study: Golf tourist typologies in Scotland

St Andrews, Scotland, courtesy of VisitScotland

References

Chapter 3 The Golf Tourism Product

Golf tour operators

Spotlight: Celebrating golf Disney-style

Junior Golf Camp at Celebration, Florida, courtesy of Celebration

Figure 3.1: Trends in golf tourism according to tour operators (Source: KPMG, 2008)

Snapshot: PGA Tour Experiences

The Sawgrass Golf Resort & Spa, a Marriott Resort, Ponte Vedra Beach, Florida, courtesy of Sawgrass Golf Resort & Spa

Snapshot: The Ho Chi Minh Golf Trail

Golfasian, the appointed tour operator for The Ho Chi Minh Golf Trail, courtesy of GolfAsian

Golf cruises

Golf hotels and resorts

Corporate golf

Table 3.1: The top 15 resorts for business meetings and golf (Source: Adapted from Stoller, 2008)

Golf schools and instruction

Table 3.2: Top 25 golf schools in America (Source: Golf Magazine, 2008)?

Corporate golf school examples

Golf attractions

Case Study: Golf at Fairmont Hotels & Resorts

Fairmont Banff Springs in Canada, courtesy of Fairmont Hotels & Resorts

References

Chapter 4 Planning for Golf Tourism

Introduction

Spotlight: Development of golf resorts in Australia

ANZ Ladies Masters Tournament, Royal Pines Resort, Queensland – the Richest Women’s Golf Tournament in Australia, courtesy of Queensland Tourism

The planning process

Snapshot: Planning for golf in Mexico

Pacifico Golf Course in Mexico, a Jack Nicklaus signature design, courtesy of Four Seasons Hotels Ltd

Golf course types

Table 4.1: Categories of golf courses (Source: Walter, 2009)

Snapshot: Executive golf courses

Mystic Ridge Executive Golf Course at Oakville, Canada, courtesy of Mystic Ridge

Table 4.2: Golf courses categorized by type of vegetation and scenery (Source: Walter, 2009)

Planning courses for golf tourism

Trophy courses

Figure 4.1: The Revelstoke conceptual master plan (Source: Schmidt-Curley Golf Design)

Single integrated resorts

Golf courses associated with property developments

Networks of courses forming golf regions

Design considerations and principles

Size and shape of the property

Topography

Sergio Garcia on Legend Golf and Safari Resort Signature 19th Hole, courtesy of Legend Golf and Safari Resort

Soil and vegetation characteristics

Land costs

Water supply

Climate

Maintenance

Target market

Development problems and costs

Figure 4.2:. Difficulties in developing golf courses (Source: KPMG, 2005, p. 18)

Figure 4.3: Share of development costs in pre-construction and construction phases (Source: KPMG, 2005, p. 20)

Case Study: Faldo Brands Rockies’ Golf Course

Author (right) interviewing Sir Nick Faldo at Revelstoke, Canada, photo by Louise Hudson

References

Chapter 5 The Management of Golf Tourism

Introduction

Spotlight: Trump National Los Angeles: The most expensive golf course ever built

Clubhouse at Trump National Los Angeles, photograph by author

Management structure

Snapshot: Troon Golf takes over the management of ailing golf clubs

Revenue and expenses

Figure 5.1: Revenue split for golf courses in the US in 2008 (Source: IBISWorld, 2008, p.7).

Figure 5.2: Typical cost structure for golf courses in the US in 2008 (Source: IBISWorld, 2008, p. 21).

Staffing

Figure 5.3: Average number of staff at 18-hole golf courses in selected regions (Source: KPMG, 2008 p.16).

Figure 5.4: Average staff size in China by size of golf course (Source: KPMG, 2008, p.16)

Pro shops

Golf cart fleets

Snapshot: Bag boy to Director of Golf in 20 years

Grey Wolf, Panorama, courtesy of Tourism British Columbia

Maintenance and course management

Programming

Customer service

Figure 5.5: Visiting Golfers Welcome scheme criteria (Source: VisitScotland, 2009).

Risk management

Crisis management

Responding to crisis

Case Study: Golf tourism in New Zealand – Paraparauma Beach Golf Club

References

Chapter 6 The Marketing of Golf Tourism

Introduction

Spotlight: The Homecoming Scotland campaign

Visit Scotland promoting Homecoming Scotland, courtesy Visit Scotland

The marketing plan

Figure 6.1: Marketing planning: an 8-step process

1. The corporate connection

2. Analysis and forecasting

Analysis models

Figure 6.2: The Boston Consulting Group (BCG) model

3. Setting marketing goals and objectives

4. Marketing strategy: targeting and positioning

5. Tactics and action plans

6. Resource requirements

7. Marketing control

8. Communicating the plan

Snapshot: Golfing the Sahara

Magazan Beach Resort, Morocco, courtesy of Magazan Beach Resort

Pricing

Figure 6.3: Factors affecting pricing decisions (Source: Dibb et al., 1994).

Basic approaches to pricing

Pricing strategies for new products or service

Other pricing techniques

Snapshot: New Mexico Golf Tourism Alliance

Black Mesa Golf Club, New Mexico, courtesy of New Mexico Tourism Department, photographer Dan Monaghan

Distribution

Distribution mix strategy

Alliances

Case Study: Kashmir – a golfer’s paradise?

The Piramal Healthcare presents J & K Tourism-Air India Golf Tournament 2009, courtesy of Majeed

References

Chapter 7 The Marketing of Golf Tourism: Marketing Communications

Introduction

Spotlight: Embracing social media: Kiawah Island Golf Resort

Kiawah Island’s KiawahMoments.com web page

Figure 7.1: The role of promotions in the marketing strategy

Branding

Ad example 1: The Troon gift card, courtesy of Troon Golf

Advertising

Figure 7.2: The process of developing an advertising programme

1. Setting the objectives

2. Setting the budget

3. Advertising agency decisions

4. Message strategy

Ad example 2: A print ad promoting golf that was part of the ‘Bermuda. Feel The Love’ campaign, courtesy of Bermuda Department of Tourism

Ad example 3: San Antonio using nostalgia advertising to pique interest, courtesy of San Antonio Convention & Visitors Bureau

5. Media strategy

6. Campaign evaluation

Sales promotions

Snapshot: The Kiwi Challenge Puts New Zealand’s North Coast on the International Golf Map

Cape Kidnappers, New Zealand, courtesy of Joann Dost

Public relations

Figure 7.3: selected public relations techniques available to tourism and hospitality organizations

1. Press releases and press conferences

2. Feature stories

3. Travel exhibitions and road shows

4. Hosting and sponsoring events

5. The sponsorship of causes

Ad example 4: A print ad promotes the 2009 Group RCI Christel House Open, courtesy of Group RCI

6. Publications

7. Winning or sponsoring awards

8. Celebrity visits

9. Product placement

Direct marketing

Ad example 5: Copy of the Reynolds Plantation insert, courtesy of Reynolds Plantation, Georgia

1. Direct mail

2. Telemarketing

3. Internet

4. Direct response television

Personal selling

Internet marketing

1. Direct e-mail marketing

2. Advertising

Ad example 6: Homecoming Scotland banner ad, courtesy of VisitScotland

3. Information and sales

Snapshot: North Carolina launches interactive golf travel website

Home page for http://www.golf.visitnc.com/

4. Customer service and relationship marketing

5. Social media marketing

Figure 7.5: The benefits of social media marketing (Source: Social Media Marketing Report, 2009, p. 14)

Figure 7.6: US Facebook users: percentage of total by age group (Source: Womack, 2009)

6. Marketing research

Case Study: James Bond adds cachet to England’s elite Stoke Park Club

Stoke Park, England, courtesy of Stoke Park

References

Chapter 8Golf Events

Introduction

Spotlight: The draw of Tiger Woods

Tiger Woods after winning the Dubai Desert Classic 2008, courtesy of Tiger Woods Dubai LLC

Types of golf events

Golf event spectators

Figure 8.1: Conceptualization of the relative engagement of spectators and participants in elite and non-elite sport contests (Source: Hinch and Higham, 2004, p. 45)

Snapshot: Abu Dhabi, using elite golf events to boost tourism numbers

Winner Paul Casey teeing off at the 2009 Abu Dhabi Golf Championship, courtesy of Abu Dhabi Tourism Authority

The hosting of golf events

Planning

Promoting the event

Figure 8.4: Corporate hospitality packages at the 2009 Crowne Plaza Invitational at Colonial (source: www.crowneplazainvitational.com)

Operational issues

Table 8.1: Unique operational issues and challenges for events (based on Getz, 2007, p. 275).Note: *Employment includes: tournament organizers, broadcasting staff, players involved in endorsements and these players’ management.

Snapshot: The experience of Korea hosting an International PGA Tour Golf Event

Jungmun Golf Course, host of the 2004 US PGA Tour event in Korea, courtesy of Korea Tourism Organization

The impact of golf events

Table 8.2: Key indicators of the golf tournaments and endorsements cluster (KPMG, 2008).Note: *Employment includes: tournament organizers, broadcasting staff, players involved in endorsements and these players’ management.?

Figure 8.5: the relative contribution of tournaments and players endorsements in the EMA region (Source: KPMG, 2008).

Table 8.3: The economic impact of various golf events on the local economy Sources: Daniels and Norman. (2003); Agrusa and Tanner (2002); Stevens, Hodges and Mulkey (2007); Nadra (2008); Flowers (2009); Gelan (2003); Angus Council (2008); NorthStar Economics (2004); Decker (2007)

Case Study: Golf Son Gual, Mallorca: Host of the European Senior Open in 2009

Billboard publicizing the European Senior Open in Golf Son Gual, Mallorca, 2009, photograph by the author

References

Chapter 9 The Impacts of Golf Tourism

Introduction

Spotlight: Justin Timberlake’s ultimate green golf course

Justin Timberlake at the opening of Mirimichi Golf Course, courtesy of Faith-Ann Young

Table 9.1: Positive and negative impacts of golf (Sources: Barcelona Field Studies Centre, 2009; Salgot and Tapias, 2006)Note: Economic impact is calculated on $6,369.2 million of direct golf economy revenues. Portions of two industry segments included in direct economy calculations are excluded from economic impact estimation. ?

The economic impacts of golf tourism

Table 9.2: Multiplier impacts on California’s economy (Source: SRI International, 2008 pp. 25)Note: Economic impact is calculated on $6,369.2 million of direct golf economy revenues. Portions of two industry segments included in direct economy calculations are excluded from economic impact estimation. ?

Table 9.3: California’s golf related travel expenditures in 2006 (Source: SRI International, 2008 pp. 23) Active Passive?

Table 9.4: North Carolina’s golf-related travel expenditures in 2007 (Source: SRI International, 2009 pp. 25)

Snapshot: The economic impact of the golf industry in South Carolina

Fergus Hudson tees off on 18th at the Ocean Course, Kiawah Island, photograph by the author

The environmental impacts of golf tourism

Table 9.5: Golfer perceptions & attitudes concerning golf and the environment (Source: adapted from Golf Digest, 2008).?

Snapshot: Selling grass back to the desert: Black Mountain Golf Course in Las Vegas

Black Mountain Golf Course, Las Vegas, courtesy of Louise Hudson

The social impacts of golf tourism

Table 9.6: Doxey’s index of irritation (Source: adapted from Doxey, 1976, p. 26)

Figure 9.1: Host attitudinal/behavioural responses to tourist activity (Source: adapted from Wall and Mathieson, 2006)

Social impact studies

Positive impacts

Case Study: Portugal’s golf rich Algarve area strives to achieve environmental sustainability

The 6th hole at San Lorenzo, Algarve, courtesy of San Lorenzo Golf Course

References

Chapter 10 The Future for Golf Tourism

Introduction

Spotlight: Heli-Golf takes golf vacations to a whole new elevation

An Astar helicopter flies over the 5th green at Fernie Golf & Country Club, British Columbia, courtesy of Ryan McKenzie

Internationalization and growth prospects

Figure 10.1: Hot spots for golf development (percentage of golf architects who indicated the following countries/regions among their five choices). Source: KPMG (2008)

Snapshot: Golf tourism in New Europe

Kempinski Adriatic Golf Course, Istria, Croatia, courtesy of Kempinski Adriatic

Golf participation in the future

Table 10.1: Golfing participation in the US 2004-2014, aged 12 and over playing at least once a year; * = projected (Source: IBISWorld 2008)

Table 10.2: Places to play golf 2003-2007 (Source: Longitudes Group as referenced in Rudy, 2008)

Figure 10.2: Future expectations of tour operators regarding golf tourism growth, Source: KPMG (2008)

Figure 10.3: Hotspots for golf tourism in the upcoming years, Source: KPMG (2008)

Figure 10.4: Reasons why golfers quit (Source: Frankly Consulting, 2005, p. 21)

Golf and the media

Snapshot: Juggling needs of people and wildlife at Alberta’s Stewart Creek

A sign in the club house in Stewart Creek promotes environmental stewardship, courtesy of Stewart Creek Golf & Country Club, Canada