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28/07/2010
Practical Tools
Golf Business Community (GBC)
The Golf Business Community (GBC) is a platform for individuals within the golf industry who are interested in building and maintaining relationships, and accessing golf research and golf industry news. The site provides blogs, videos and the latest golf surveys.
For more information go to: www.golfbusinesscommunity.com
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13/07/2010
Practical Tools
Aiming at Chinese golfers
The drive to encourage more tourists from China to visit Scotland has been stepped up with the launch of a new Chinese language, golf-focused travel brochure.
First Minister Alex Salmond and VisitScotland Chairman Mike Cantlay have been in Shanghai to help leading tour operator China Holidays launch their first ever dedicated Scottish golf brochure, which will make booking a holiday in Scotland easier than ever for Chinese golfers, business people and their families.
China has been identified as one of Scotland's most important emerging tourism markets, with an increase in visitors from 7,000 in 2005 to approximately 11,000 a year over the past three years - worth on average £7 million a year to the Scottish economy.
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01/07/2010
Guides
Golf Tourism in Scotland
The Golf Tourism guide will provide you with the key facts about golf tourism, and tell you who comes to Scotland to play golf and what these golfing visitors want. It also highlights opportunities for tourism businesses, golf clubs and courses looking to get the most out of the visiting golfer market, and outlines the next steps for Scotland and your business.
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30/03/2010
Research Summaries
UK Golfers’ Attitudinal Research (2006)
The main aim of the study was to gain a better understanding of current and potential leisure golfing market to Scotland, specifically:
· in-depth understanding of the motivators and attitudes influencing behaviour of leisure golfers as a basis for segmentation;
· to understand the decision-making process for golf holidays/ breaks;
· to assess the perceived strengths and weaknesses of golfing in Scotland.
A number of attitude-based segments were identified amongst the Golfing Holiday Maker sample, a number of which can offer future potential to Scotland either in terms of the relative size of the segment (although not verified quantitatively) and frequency of taking breaks, or in terms of their needs and demands.
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30/03/2010
Research Summaries
US Golf (2006)
The US is a key golf market, and the reports that are available are:
· US Golfer Findings 2006 Summary
· US Golf Trips to Scotland 2006 Summary
The first report details the golfer customer profile, such as motivations, expectations, and influences when booking the holiday. It also looks at the importance of non-golf related activity.
The second report focuses on the experiences of US golfers in Scotland as well as potential holidaymakers. 65% of respondents had been on a golf holiday and 43% had played in Scotland at some stage, with the majority being males over 45.
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30/03/2010
Research Summaries
German Golf 2006-7
Germany is a key market and one of the largest European golfing markets outside of the UK. The detailed information consists of:
· German Golfer Findings 2007 Summary
· German Golf Trips to Scotland 2006 Summary
The first report includes information about golfer profiles, target group segmentation and destination preferences, and the triggers and barriers to golfing holidays in Scotland.
The second report focuses on the experience of German golfers in relation to Scotland, such as the majority of respondents had played abroad, 45% of which in Scotland at some stage, with an approximate 70/30 split on male/female golfers.
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29/03/2010
Research Summaries
Overview of World Golf Tourist Market Summary (2006)
This research was undertaken to help to give an understanding of the international golfer’s motivations for taking a golf break in Scotland, the scale of the global golf tourism opportunity and to highlight key markets for Scotland. It also examined developing and emerging golf tourism markets which have the potential to provide longer term growth and would reduce Scotland’s golf industry’s reliance on a couple of markets, and the threat posed by new golf resort destinations.
Worldwide, with 32,000 golf courses to choose from and approximately 56 million golfers, world golf tourism is estimated to be worth £10bn. As well as a world summary, the report detailed key international markets for Scotland: the US, Sweden and Germany.
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29/03/2010
Research Summaries
National Golf Tourism Monitor
An annual report providing an insight into visitor rounds from a sample of golf courses across Scotland and an insight into the seasonal pattern of golf tourism, based on figures for visitor rounds and green fee revenue, with supplementary information on visitor origin.
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29/03/2010
Presentations
Golf in Scotland- Robert Morris Vice Chairman Billy Casper Golf
Billy Casper Golf is one of the US’s biggest golf management companies, operating 108 courses across 25 states. With 1.2 million golfers playing 4 million rounds of golf on their courses each year, the company is well-placed to provide a detailed overview of what the US golfer is looking for in the current market and their likely expectations from a golfing trip to Scotland.
In April 2009, Robert Morris, Vice Chairman of Billy Casper Golf, gave a presentation at a Scottish Enterprise Golf Tourism Business Insight event in Fife. Click here for a summary of his presentation.
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26/03/2010
Research Summaries
Sports & Active Pursuits
Be it the upcoming Olympic and Paralympics Games, Premier League, Ryder Cup, Wimbledon or simply the opportunity to walk in the British countryside, the ability to watch or participate in active pursuits in Britain attracts substantial numbers of visitors from overseas.
VisitBritain’s monthly ‘Foresight’ publication includes features on a number of topics exploring the issues and opportunities surrounding the UK’s sports and activities offering.
Topics include: the impact of the London 2012 Olympic and Paralympic Games, and the potential tourism benefits; an analysis of overseas visitors who watched or played sport during their trip; perceptions of different holiday activities on offer in Britain; and the power of football to influence domestic and inbound tourism.
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