scottish national golf tourism monitor. © sports marketing surveys ltd 2 »the programme agreed...

Scottish NationalGolf Tourism Monitor

2© Sports Marketing Surveys Ltd

» The programme agreed with VisitScotland & the Partner Agencies for the Scottish National Golf Tourism Monitor includes the following areas:

> Visitor Rounds Played

> Consumer Visitor Interviews

> Golf Pass Programmes

> Golf Tour Operators

> Accommodation Suppliers

> Benchmark Facility Surveys

Scottish National Golf Tourism Scottish National Golf Tourism MonitorMonitor


» Objectives for the National Golf Tourism Monitor:> To determine the volume of visitor rounds and the number of visiting golfers

at golf courses across Scotland and to establish a seasonal pattern of golf tourism

> To annually estimate the volume of golf visitors to Scotland, including domestic and international golf visitors

> To establish season to date information and trends year on year in the golf tourism market for Scotland.

» The National Golf Tourism Monitor collection of visitor rounds played numbers will be enhanced with:

> Additional data on origin of each visitor or guest> Green fee revenue data.

» Supply of data:> A simple & fast web-enabled submission system. > A venue data reporting system to benefit each panel member> Collection of information twelve times a year – monthly submission of data> Comparative data including the origin of visitors and green fee revenue.

Rounds PlayedRounds Played


» Analysis:> Early Season – April & May > Main Season – June, July & August> Late Season – September & October.

» Sample size:> 80 venues selected on the basis of region & type of venue> ‘Tourism appeal’ and performance from existing monitor.

» Online submission:> Participating clubs will be able to view their monthly performance in real

time: > Compared to the national average> Compared to venues in their region> Compared to similar types of venues.

» Is the online solution workable?> 83% of Links/Coastal courses, 100% Strong inland courses and 90%

Small/Remote courses have Internet access> A postal/fax system can be used for the minority of clubs that are not able to

enter data on-line.

Rounds PlayedRounds Played


Objectives

» To understand more fully the characteristics of visiting golfers in Scotland:

> Profile information> Booking patterns - including when booked & volume of pre-booking > Awareness of marketing & booking channels> Length of stay> Accommodation & transport used> Expenditure levels.

» Responses will also be analysed by:

> Categories of visiting golfers> The pre-booked overnight/day visitor> Casual overnight/day visitor.

Visitor InterviewsVisitor Interviews


» Timings:> Interviews will be conducted between April and October to encompass the main golf

tourism season.> Golf clubs will be contacted to confirm researcher attendance & to be representative of

their visitor bookings.

» Frequency of programme & analysis: > Early season (April/May): consumer interviews from major venues> Main season (June/July/August): from the full range of panel members

> Late season (September/October): from major venues.

» National analysis on basis of three seasonal periods.

» Regional analysis of six VisitScotland core areas planned on annual basis.

» UK consumer golf interview programme and golf holiday programme have been successfully operating for 20 years.

Visitor InterviewsVisitor Interviews


» Objectives:> Collection of sales information on the main golf course passes across Scotland> Details on origin of golf pass consumers.> Details on when consumers purchased / booked their golf pass.

» Programme:> The programme will focus on the main Scottish golf passes including

» Timing:> The programme will fit around the Rounds Played Monitor and the Visitor

Interviews schedule:> Early season – April and May golf passes issued> Main season – June, July and August golf passes issued> Late season – September and October golf passes issued.

» Data collected will include:

> Types of passes sold – 3 day/5 day or course specific> Volume of passes sold> Value of passes sold> When was the pass booked & levels of pre-booking> General information on the profile of the golf pass purchaser> Origin of golfer.

Golf Pass Programmes Golf Pass Programmes


Golf Tour Golf Tour OperatorsOperators

» Objectives:

> To collate business figures from relevant tour operators> Information to be collected will include:

> Number of golfers and rounds played in Scotland by their clients

> Origin of visitors> Booking periods - when booked & level of pre-bookings> Number of bed nights> Destination location in Scotland.


» Programme:

> In-depth interviews with a selection of operators on an annual basis both in-bound (Scotland based) and International - Europe & US.

> Information collected would include:

> Response to VisitScotland marketing initiatives > Feedback on co-operation from golf venues for golf visitor breaks> Types of people who come to Scotland for golf> Main types of golf breaks managed – long weekend, week-holidays, golf-&-activity

breaks, single-venue or multi-venue breaks> Main locations from where golf tourists originate> Core elements of package – are green fees, accommodation, transport all included?> Levels of pre-booked volumes and when booked by market> Price levels> Options to enhance the quality of the break> Areas for improvement and where help would be beneficial> Where else visitors go (e.g. distilleries)> Ryder Cup 2014 requests for information and awareness.

Golf Tour Operators Golf Tour Operators


» Objectives:

> Historical visitor booking patterns & levels of pre-bookings> Season to date performance > Anticipated business expected for the rest of season/following season> Profile of visitors

» Achieved through:

> A two stage focused research programme amongst accommodation providers in the six VisitScotland regions.

Accommodation Accommodation Suppliers Suppliers


» Part 1: Benchmark and Forecast Survey:

> Evaluation of past and forecast performance including:> Amount of bed nights related to golf tourism> Average size of golf parties> Average length of stay> How the booking was made> Type of booking (all-inclusive/half board)> Origin of visitors> Estimated revenue from golf tourism> Forecast of golf tourism business for the 2006 season.

» Part 2: Annual Performance Summary - Actual:

> End of season evaluation amongst the panel members to record the actual 2006 season performance for the main topic areas outlined above.

Accommodation Accommodation Suppliers Suppliers


» To help establish an understanding of the clubs position on:

> Green fee rates from the 2005 & 2006 seasons> Visitors and visitor welcome and restrictions> Collection of visitor information & details currently> Estimates/records on where these visitors have primarily come from: member’s

guests, golfers from Scotland, golfers from the rest-of-the UK, golfers from overseas

> Any promotions or initiatives to attract Visitors or additional green-fees > Restrictions on visitor access to the course - particular times of years when

supply is not available> Participation in golf passport schemes> Any commercial joint ventures with accommodation suppliers, local businesses,

transport providers or golf tour operators

» For further information please contact Marc Daviest: +44 (0)1932 350600f: +44 (0)1932 350375e: [email protected]

Benchmark Facility Benchmark Facility Survey Survey

scottish national golf tourism monitor. © sports marketing surveys ltd 2 »the programme agreed...

Documents

golf venues

golf courses

golf clubs

golf tourists

golf main types of golf

main golf tourism season

golf tourism market

golf holiday programme