Guidelines training tourism students to work in golfs

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'Golf Tourism'
Guidelines
‘Developing Training Materials for Teaching Golf Tourism’
Austria Bulgaria France Italy Portugal
Leonardo Partnership 2012-1-BG1-LEO04-06945
This project has been funded with support from the European Commission.
This communication reflects the views only of the author, and the Commission cannot be held
responsible for any use which may be made of the information contained therein.

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COURSE SYLLABUS
1. DESCRIPTION
Golf Tourism is a quickly developing sector as leisure is becoming the leading industry. To
develop higher employment in the golf sector, a stronger accordance with the training system
and the industry sector is needed. There is a large gap between competencies developed by
the training system and the needs of the job market in the golf industry. They identified a gap
between the competences requested from the labour market and the learning outcomes
delivered by the training providers and emphasized the necessity of taking action in this area
so the movement between education and employment could be improved but also the
development of a competent workforce with the right skills in the golf industry should be
ensured.
Golf club managers have a lot of difficulties to recruit employees that really fulfill their
professional expectations. This lack of skills blocks the development of the sector and does
not support employment in this professional field.
This course provides reasonable coverage of the needed competencies.
The guidelines were developed by the partnership in accordance with the strong request
expressed by the sector for the need to implement quality initial vocational training relevant
to golf employers’ needs.
We tried to provide reasonable coverage (in the form of training materials) of different
sectors of the golf industry, some of its key issues as well as essential tourism management
principles, such as understanding consumer behavior, planning issues, developing a
marketing plan, etc. We developed teaching materials for theoretical and practical classes
related to some contemporary tourism issues such as integrated marketing communications,
Internet marketing, and the environmental impacts of golf tourism.
2. COURSE DESIGN
This is a course in which topics are presented by the instructor, particular tasks are
explained, and assigned tasks are completed by students both during lab periods and outside
of class.
The training modules include theoretical material, tutorials, project-based lessons, group
workshop activities, project work. The teaching materials can be used in two ways: first, as
separate activities related to Golf Tourism that can be integrated in Tourism classes, as well
as an autonomous course for teaching Golf Tourism including lectures, seminars, workshops
and small projects which can be implemented as an optional subject.
3. COURSE OBJECTIVES
After finishing the course, students should be able to:
- recognize why Golf tourism is an important area of study and

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define what is meant by Golf tourism — both conceptually and
technically;
- identify the composition and major characteristics of Golf tourism products as well
as outline the various forms of Golf tourist destination and their appeal;
- understand the concept, and importance, of sustainable tourism in
a sociocultural context;
- recognize the need for adequate planning and cooperation between the
private and public sectors;
- understand the various ways in which tourism can impact on the environment and
identify and evaluate different approaches to finding solutions to these problems;
understand the importance of sustainable tourism as it relates to the environment;
- understand the complexity of the destination as a tourism product
recognize the importance of the image and the brand in destination
marketing;
- distinguish between different categories of destination and understand the appeal of
each form of destination as well as explain why destinations are subject to changing
fortunes.
- understand the main trends that are having an impact on Golf tourism in the early
twenty-first century.
4. COURSE TOPICS
The course covers the following topics:
• ‘The History of Golf Tourism’
• ‘The Golf Tourism Product’
• ‘Planning for Golf Tourism’
• ‘The Marketing of Golf Tourism’ including ‘Advertising in Golf Tourism’
• 'The Role of Tour operators in Golf Tourism’
• 'Golf Events’
5. GRADING PLAN
Coursework will be weighted as follows:
1. Course work 40%
2. Project work 15%
3. Final test 20%
4. Attendance ____ ____ 25%
40% + 35% + 25% = 100%

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6. COURSE CONTENTS
Title Objectives Developed by
Lecture
One
History of Golf
Tourism
- to provide information related to the
origin and development of golf
Italian
partner
Lecture
Two
Golf Tourism
Segments
- to distinguish the different golf
travel segments;
- to clarify Golf Tourist profile
according to each golf travel
segment.
Portuguese
partner
Lecture
Three
Golf Tourism
Product
- to discribe and analyse different
products offered in the golf tourism
area
Portuguese
partner
Lecture
Four Planning Golf
Tourism
- to provide information related to
golf tourism planning: aspects to
take into consideration, resources,
etc.
Spanish
partner
Lecture
Five
Community
Management
for Golf resorts
- to learn how to build and manage a
social media community to develop
Golf business including additional
value
French
partner
Lecture
Six
Golf,
Environment
and Quality
- to provide the participants with
information related to the
sustainable development of Golf’s
activity. Spanish
partner

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Lecture
Seven
Golf Events
- to highlight the contribution that
golf events can make to the overall
golf industry economy;
- to describe different types of golf
events;
- to focus on the ways of planning
and organizing golf events;
- to specify the impact of golf events.
Bulgarian
partner
Lecture
Eight
'The Role of
Tour operators
in Golf
Tourism’
- to familiarize students with the
different elements of a package
holiday
- to set up a model package in class
- to raise students’ awareness of
various factors that have an
influence on the creation of a
holiday package
- to highlight the opportunities of
special interest holidays (like
golfing)
Austrian
partner
Tutorial
One
Tourism
Complementary
Activities
Related to Golf
Tourism
- to know the environment offer:
gastronomy, health, wellness;
- to schedule tasks according to user
characteristics;
- to offer the answers o solutions
more appropriate to the needs of the
users.
Spanish
partner
Tutorial
Two
The Golf Travel
as a Product of
Tourism
- to identify the specificities of each
segment of golf travel tourism.
- to know the tourist profile related to
each segment of golf travel.
Portuguese
partner

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Tutorial
Three
Hosting Golf
Events
- to learn how to host golf events and
endorsements
- to focus on the ways of planning
and organizing golf events;
- to analyze common operational
issues
Bulgarian
partner
Tutorial
Four
The Golf Travel
Tourism in
Tavira
- to know the hostelry offered
connected with the golf courses in
Tavira region.
Portuguese
partner
Tutorial
Five
Golf: You Have
Only 1 Chance
to Give 1st
Impression
- to make understand what is the
behavioural approach to work in a
golf resort, in contact with public
and customers
French
partner
Tutorial
Six The Role of
Tour Operators
in Golf Tourism
- to familiarize students with TOs in
general;
- to describe the individual elements
of holiday packages;
- to apply knowledge to the segment
of golf tourism;
- to create a golf package for a
specific area in the students’ home
country.
Austrian
partner
Tutorial
Seven Golf and
Environment
- to familiarise students with Golf
facilities interaction in the
environment.
- To find out how to minimize
interactions arise from Golf
facilities.
Spanish
partner

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Tutorial
Eight
Environmental
Initiatives at
Golf Clubs
- to show that responsible
environmental attitude is among
trends in consumer behavior
influencing Golf Tourism;
- to find out how golf resorts adopt
green policies and try to operate in
an environmentally friendly manner.
Bulgarian
partner
Small-
scale
project
One
Golf and SPA
Doing research into how SPA contributes to
attracting golfers and
Making a Tourist
Newsletter/Brochure/Poster/Leaflet/Google/
Ad for the local GOLF&SPA hotel (to
attract more golfers to the local Golf&Spa
Complex)
Bulgarian
partner
Small-
scale
project
Two
The Perfect
Diet for a
Round of Golf
- to provide basic information to
students so that they can afterwards
work on the project;
- to teach students to understand the
effects of different food stuffs .
Austrian
partner
Small-
scale
project
Three
Gastronomy
Options in Golf
Environment
- to encourage student autonomy.
- To promoting the sense of initiative,
planning and organization of young
students.
- To search for information, analysis
and selection according to defined
criteria (characteristics of the
audience, needs, interests)
Spanish
partner
Small-
scale
project
Four
How to
Organise a
Social Golf
Competition
- to creating posters on the
corresponding purpose
Portuguese
partner

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Small-
scale
project
Five
How to market
yourself for
employment in
Golf
- to clarify the ways of marketing
oneself for employment in the area
of Golf Tourism
French
partner
Small-
scale
project
Six
Golf and
Recreation:
Other Sports
- show the importance of recreation
activities in the golf courses
Italian
partner
L E C T U R E S

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Lecture 1 Golf Tourism Travel Segments
1. Lecture Topic:
The Golf Tourism travel segments
2. Lecture Duration:
100 Minutes
3. Lecture Objectives:
To distinguish the different golf travel segments
4. Learning Outcome:
Knowledge of Golf Tourist profile according to each golf travel segment.
5. Lecture Outline/Structure
6. Key Terms:
Golf travel segments: Golf & Prestige; Sun & Fun; Golf & Exotic; Golf &Ski/
7. Lecture Content (detailed):
- Golfers like to play different courses and to experiment new challenges;
52 % of traveling golfers are likely to take two or more golfing holidays in a year.
- Golf travel also includes air transportation services, rent a car, accommodation,
catering and entertainment, among others, envisaging good levels of income to the
tourism economy of a region;
- The golf tourist buys his trip, mainly, to a specialized operator in golf travel;
- Some of the packages offered are completed with other activities: wellness tours,
gastronomy & wine tours, cultural tours, etc.
The Golf travel is commercialized in different typologies:
- Classic Golf Resorts – High quality hotels in golf courses that offer packages (bed and
breakfast; half pension; all inclusive) and green fees limited or unlimited to play in those
courses;
- Stay & Play Golf: High quality hotels which stand alone, offer packages (bed and
breakfast; half pension; all inclusive) and green fees limited or unlimited to play in golf
courses near the hotel;
- Golf Cruises – Travel in a cruise in an all inclusive system, green fees in different golf
courses and transfers included;
- Taylor Made packages: a program tailored to the costumer.
The golf travel tourism segments are: ● Golf & Prestige
● Golf & Sun & Fun
● Golf & Sun & Beach & Fun
● Golf & Residential
● Golf & Exotic
● Golf & Ski

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Golf & Prestige
● The golf course is chosen by its uniqueness and exclusivity and the costumers are
considerer VIPs;
● Examples of countries in the segment Golf & Prestige destinations are Scotland, USA (
South Caroline), England and Ireland, but every country can offer special programs in this
area;
● The hotel is mainly situated in a golf course (golf resort) and gives different options:
beach, spa, culture, casino, etc.;
● The golf cruises can be associated to the Golf & Prestige experience as well;
● This segment represents 22% of golf travel.
Golf & Sun & Fun
● The segment designated Golf & Fun & Sun has the most popular destinations in Spain,
Portugal, France, Italy and Florida.
● This segment invades in season tourism and stays for short or long periods . In Europe, the
high golf season is from September to April.
● This segment represents 70% of golf travel.
Tourism & Residency
● Golf is one of the major reasons of residential tourism; it is a decisive tiebreaker factor in
selecting a destination.
● Residencial golf tourists are, mainly, retired people.
Golf & Exotic ● Many golfers choose exotic destinations to travel and associate the golf
with the culture; South America (Brazil), Central America and Asia are new exotic
destinations that are offering packages of golf;
● India is increasing the country as a new golf destination, as well as Malaysia in the
Southeast Asia;
● China is enforcing, as well, the golf in the country;
● Examples of popular Golf & Exotic are Morocco, Tunisia, Turkey, Dubai, South Africa,
Egypt and Greece;
● This segment represents 8 % of golf travel
Golf & Ski
● Golf & Ski attracts the skiers complementing the activity with the possibility to play or to
practice golf;
● The golfers are attracted, as well, in summer, when is difficult to play in the Sun & Fun
destinations, because of the high temperatures;
● Many resorts in Austria and Switzerland are specialized in this segment, as well in
different regions of North America (British Columbia, Quebec, California, Nevada, and
Idaho).
8. Questions to discuss during/after the lecture:
Which are the golf travel segments?
Which is the golf tourist profile according to each travel segment?
9. Assessment Method:
The teacher characterizes the Golf Tourism travel segments, resorting the dialogue and
information shared from a power point presentation.

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10. Material Provided (Teaching aids):
Power point presentation
Golf Tourism travel segments accessible at www http://golftourismteaching.eu
Lecture 2 Golf Tourism Products
1. Lecture Topic: The Golf Tourism Products
2. Lecture Duration:
100 Minutes
3. Lecture Objectives:
To discribe and analyse different products offered in the golf tourism area
4. Learning Outcome:
Golf tourism products knowledge
5. Lecture Outline/Structure:
Information shared on Golf Tourism products, from a power point.
6. Key Terms:
Golf travel / Golf Cruise/Golf Museum/Golf Academy/ Golf Resort.
7. Lecture Content (detailed):
Introduction
The golf product is a green fee. This is the driver of the golf courses parallel activity with the
income from the membership receipts. Together, they represent 68,4%1 of golf courses
income. Thus, golf tourism products also include air transportation services, rent a car,
accommodation, catering and entertainment, among others, obtaining good levels of income
to the tourism economy of a region.
1 Dates regarding Portugal in 2010, in Catarino, Jorge Aníbal, “O Golfe: O Desporto e a
Economia”.
2 Information available in http://www.incredibleindia.org/images/docs/trade-pdf/product/golf-
tourism/golf-guideline.pdf
The information on this work concerns to European Golf Tourism Products, with references
to Asia and America when considerer relevant.
1. The golf travel

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Golfers like to play different courses and to experiment new challenges. This means that the
golf travel is a ‘niche’ market increasingly developed. 52 % of traveling golfers are likely to
take two or more golfing holidays in a year and they spend on an average, 33% more on their
holidays as compared to regular holiday makers2.
The golf tourist buys his trip to a general tour operator (in this case the golf travel represents a
low percentage of turnover) or, mainly, to a specialized operator in golf travel. Some of the
packages offered are completed with other activities; wellness tours, gastronomy & wine
tours, cultural tours, etc.
The Golf travel is commercialized in different typologies:
Classic Golf Resorts – High quality hotels in golf courses that offer packages (bed and
breakfast; half pension; all inclusive) and green fees limited or unlimited to play in those
courses;
Stay & Play Golf: High quality hotels which stand alone, offer packages (bed and breakfast;
half pension; all inclusive) and green fees limited or unlimited to play in golf courses near the
hotel;
Golf Cruises – Travel in a cruise in an all inclusive system, green fees in different golf
courses and transfers included;
2. Golf tourism travel segments
2.1. Golf & Prestige
As the golf players like to change courses and experiment new emotions, it is common that
they choose the travel destination, usually, to try a specific course. It’s the segment of Golf &
Prestige. The golf course is chosen by its uniqueness and exclusivity and the costumers are
considerer VIPs3. A key motivation for many players is the opportunity to play on famous
courses. Examples of countries in the segment of Golf & Prestige destinations are Scotland,
EUA (South Caroline), England and Ireland, but every countries can offer special programs in
this area4.
3 These courses offer to the costumers’ exclusive services, for example, cleaning the clubs,
transport and storage of clubs, possibility to access by helicopter, etc.
4This data is concerned to European golf travel. Information available in
http://www.turismodeportugal.pt/Portugu%C3%AAs/AreasAtividade/ProdutoseDestinos/Doc
uments/Doc2_CaracterizacaoGolfePortugal.pdf
5 This data is concerned to European golf travel. Information available in
http://www.turismodeportugal.pt/Portugu%C3%AAs/turismodeportugal/publicacoes/Docume
nts/Golfe%202006.pdf
6 Our Portuguese ‘silent partner’, “Benamor Golf “ is an successful example on this segment.
7 Information available in

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The hotel is mainly situated in a golf course and gives different options: beach, spa, culture,
casino, etc. The golf cruises can be associated to the Golf & Prestige experience as well. This
segment represents 22% of golf travel- 5
2.2. Golf & Sun & Fun
The segment designated Golf & Fun & Sun has the most popular destinations in Spain,
Portugal6, France, Italy and Florida7. In this kind of trips, the main motivation to travel is the
golf game, but also to enjoy, for example, the weather, the culture, etc. This segment invades
in season tourism and stays for short or long periods. In South Europe, the high golf season is
from September to April. This segment represents 70% of golf travel8. This kind of golf
tourism segment is very important to the regions to complement the summer season off.
3 These courses offer to the costumers’ exclusive services, for example, cleaning the clubs,
transport and storage of clubs, possibility to access by helicopter, etc.
4This data is concerned to European golf travel. Information available in
6 Our Portuguese ‘silent partner’, “Benamor Golf “ is an successful example on this segment.
9 No information about Asia.
2.2.1. Golf & Fun & Sun: Long stays
It’s common that the players from countries where it’s impossible to play golf in winter,
because of the snow, travel to other countries, in South Europe and Florida, where the weather
is warmer. Along the high season, September/November and February/March, many tourists
travel from North Europe and North America9 to improve the golf and spend a good 5
time10. These groups of golf tourists want to vary the courses in the area and to enjoy the
region. Some of them stay more than one month (long stays) and this means that are, mainly,
old age retired people, which hostelry option is the apart hotel or apartment. It’s usual to rent
a car and change the golf courses in the area. The package (trip, hotel and golf) is mainly
bought to a specialized tour operator and the prices to play golf are more convenient, because
each player buys a minimum of rounds. The operators have, as well, some agreements with
local restaurants, but most part of time is spent in the golf course.
10 European golfers travel in the segment of Golf & Sun & Fun to European destinations .

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This kind of golf tourist wants to enjoy the sun, the culture, the gastronomy and mainly to
play and to improve the golf game. To these tourists, the security of the region and the health
structures are very important. The long stay destinations are the same then Golf & Sun & Fun.
2.3. Golf & Residency
Golf is one of the major levers of residential tourism. It is a decisive tiebreaker factor in
selecting a destination. These costumers have the same origin then the main golf tourists’
source traditional markets. They are, mainly, retired people, who want to spend the last years
of their life, enjoying the sun and a sport which allows playing late age. The destinations
chosen by residential tourism are the same then the segment Golf & Sun & Fun, with the
following specificities: mild climates, near cities of medium and large dimension, served by
international airports and different golf courses. The health care services and the security are
important criterion to choose the place, as well.
2.4. Golf & Exotic
Many European golfers choose exotic destinations to travel and associate the golf with the
culture. The destination is the most important, but the golf is an associated attraction. Many
countries in South America (Brazil, for example), Central America and Asia are new exotic
destinations that are offering packages of golf. India is increasing the country as a new golf
destination, as Malaysia in the Southeast Asia. China is enforcing, as well, the golf in the
country. Examples of countries which offer packages of Golf & Exotic are Morocco, Tunisia,
Turkey, Dubai, South Africa, Egypt and Greece11. This segment represents 8 % of golf
travel12.
The golf is very popular in Japan that has some of the best golf courses of the world in the
country.
2.5. Sun & Fun & Beach
The new golf destinations like Tunisia, Turkey, Morocco or Egypt have been asserting in the
golf travel market, with complete deals, betting the Sun and Sea, Golf, Nature, Health and
Wellness, etc. This segment, Sun & Beach & Fun has been earning international
importance14.
14 Our Sicilian ‘silent partner’ Verdura Golf & SPA is an example of this segment as well as
Golf & Prestige.
15 Our Bulgarian and Ostrich ‘ silent partners’ Pirin Golf & Country Club and Golfschule GC
Lengenfeld operate in different segments , as well as at Ski & Golf.
16 There is travel agencies specialized in these two segments, Golf and Ski.
17 No information available to Asia

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18 Taking place, this year, on May 08th-12th 2013 in Zell am See – Kaprun, Austria.
2.6. Ski & Golf
Golf & Ski is another segment that has been explored in many countries, offering packages of
golf and ski15. The travel agencies try to attract the skiers to a special destination,
complementing the activity with the possibility to play or to practice golf16.
Many resorts in the Alps are specialized in this segment, as well as in different regions of
North America (British Columbia, Quebec, California, Nevada, and Idaho)17. Golf & Ski is
very popular in Austria that organizes the World Championship, a Dual Competition that
consists of two hours skiing followed by 18 holes of golf18.
3. Golf Academies
The majority of golf courses have a driving range, a practice putting green and a chipping
zone. Some courses also explore an Academy, managed by a golf professional. The
equipment and services provided by these academies varies. The business can be independent
or managed directly by the course. In this last situation, the agreement between the golf
professional and the course is different from case to case. The most common is the costumers
to buy a class, individual or integrated in a group, sold in packages, or for a period of time
(1/2 hour; 1 hour, etc.).
Other academies stand alone, without any golf course associated; its business is the golf
lessons and the golf equipment.
Golf academies can be attractive resorts located and offer outstanding leisure facilities, the
opportunity to combine golf instruction with a holiday break or vacation. In this case, it can
be associated to one or more Golf Courses. Many academies offer complete programs and the
costumers have the chance to play and to improve their golf, spending many hours a day of
instruction, which can be combined with golf game. The golf packages are designed for any
long term program to fit the costumers need, hourly lessons, and full day schools, playing
lessons or a combination of all three.
The facilities provided by the academies depend on its mission, but can include, parallel the
classic golf classes, the following services: High-Speed Video Capture; Pressure / Balance
Mat Display; Integrated Ball Flight Monitors; Automated Lighting System; 3-D Imaging
Systems; Computerized Putting Lab; Fitness Equipment; Custom Club & Ball Fittings; Post-
Instruction, Communication Tools. Many of these academies are international businesses,
associated to a famous golf professional that commercializes as well, videos, books,
magazines, instructional teaching products and teaching aids, helping the golfers throughout
the world to play better. Examples of the most famous academies that work in the global
market are David Leadbetter Academy, one of the best known, with 28 Golf Academies in 13
countries; Jack Niklaus whose name is associated to academies in North and Latin America,
Europe and Asia, as well as (Sir) Nick Faldo Academy.
China is increasing the academy concept as well. The Mission Hills Haikou Golf Academy,
for example, is a corporate golf school, tailored, to suit the business needs, whether they want
to reward, motivate or educate.
These academies can provide accommodation in different typologies: Junior housing; Adults
pro housing, hotels, real state. This concept is more common in USA than in Europe.
Many resorts combine the golf instruction, parallel with other sports and a holiday break or
vacation. For example, in some resorts of Club Med, the customers can change the sport
activity, according to their preference, or spend many hours a day practicing different golf
shots with a professional, along the week.

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3.1. Junior Golf Academies
Junior academies are a segment of the golf academies that offer Junior Golf Lessons
(technical training) and junior Golf Tournaments. Some of it provide, as well, physical and
mental training.
In some specialized junior Academies, students can live in a staff residential area, located
nearby, and they have the chance, for a period of time, to be hosted and to improve the golf
game. Juniors can look for the services of these academies during the holidays or to a special
training like, post graduation, tour preparation, pro training, competitions, etc. The Faldo
Academy promises, for example, to the juniors, a fast track to the success in golf professional,
purposing access to Faldo series (40 tournaments in 30 countries, involving 7000 juniors).
The Jason Floyd Golf Academy is the first International Junior full time golf academy of its
kind in Europe, combining an annual Golf Academy Performance Programme, High School
and boarding for students from 11-18 years old.
Other Academies like Brent Morrison in British Columbia, Canada, places the students in a
prescreened, caring homestay within close proximity to the Academy and the Secondary
School. - 8
4. Golf hotels and resorts
When a golfer chooses a golf resort to stay for a long or short period, some aspects are taken
into consideration like, quality, condition and history of the courses; quality of the
accommodation; the quality of the food and drink available; and finally, the quality and
variety of the other facilities available.
Costumers' requirements are higher when a golf luxury resort is chosen.
4.1 The course in a golf resort
One of the characteristics of golf resorts in fact is the accommodation in a golf course. When
a costumer chooses a golf resort is thinking on both: golf and accommodation. We define four
aspects that make the high quality of a course in a golf resort:
- The name of the designer. Is quite normal that the best professional golf players finish their
careers with their names associated to course designers; some golfers have special admiration
on certain player and like to play his layout.
- The important competitions happening in these courses, recently;
- The steeped in golf history, which hosted historical competitions;
- The exquisite views, the special challenge and the quality of the course.
4.2. The accommodation
A golf resort accommodation is a 4, 5 stars or a luxury hotel, usually associated to an
international group. A golfer’s choice of a resort takes into consideration the following
aspects when thinking on the accommodation:
- The Staff - One of the most visible signs of a truly good hotel is the friendliness of the staff;
- The Cleanliness - A spotless room is absolutely essential as the costumer is paying a hefty
price tag;
- The Design - Design more-or-less differs from person-to-person, but there are a couple of
common guidelines;
- The Hotel facilities - The hotel facilities are the most important factor of how a hotel is rated
and how guests choose the place to spend their holidays. There are some facilities which are
about luxury, but some others which have become an absolute necessity, such as Wi-Fi,
internet, cable - TV, etc.
The most common facilities offered by the golf resorts are :

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- Spa, Gym and fitness centre; tennis courts, horse riding, swimming pools, safaris (South
Africa); water sports, etc.;
- The area: beach, natural park; safaris, wine region; culture (check out the old churches and
museums), etc.;
- Food and drink: different restaurants with diversity of food (national and international); - 9
Hairdressing salon, shops, kids club, etc.;
- Bell boy service, courtesy bus, etc.;
- Casino;
- Other facilities.
5. Golf cruises
The golf cruise concept appeared in eighties of the twenty century and has become a world-
wide vacation opportunity which ashore on almost every continent. The facilities offered by
the cruises are different from ship to ship, but is usual to offer a luxury accommodation, the
chance to play in different golf courses and complementary shore excursions, in parallel to the
animation and typical facilities onboard. Actually, there are golf cruises packages on different
costs, accessible to every golf costumers. The luxury golf cruises can offer, in the same trip,
the different segments of top golf travel: cultural attractions, exotic destinations, premier golf
courses, exquisite views onboard, and golf practice: driving ranges, putting courses, club
rental operations. Some Cruise lines have, like feature year-round onboard, pros who offer
lessons, swing analysis and other services. The packages can include tutorials by PGA golf
pros.
Some golf cruises offer additional attractions, as the chance to attend to a PGA golf
competition, to play in the world top courses or night golf, for example.
All the packages include different rounds of golf, transfers, tournaments and many other
facilities, as well as, socializing activities and special events to golfers and non golfers.
Some golf cruises allow passengers to play "virtual" rounds at world class courses like St.
Andrews.
Really golf can’t be played onboard cruises.
Golf cruises can take since a long weekend to a long term, including, for example, 10 golf
rounds.
A travel agency in partnership with cruise company and television coverage, promoted a golf
amateur circuit, in different countries, in 2012, offering to the winners a golf cruise, in order
to compete an international final in 3 countries. This cruise was open to interested bidders in a
parallel competition and non golfers.
6. Golf attractions
6.1. Golf Museums
The main characteristic of golf museums is the fact that they were built recently. The oldest is
from 1936, in Virginia, USA (James River Country Club – Golf Museum).
The most known golf museums, in Europe, are British Golf Museum, built in 1990, nearby
the public Old Course at St Andrews, Scotland, and the collection of Peter Insam ( manager as
well) collected in a Museum in Regensburg, Germany (2009). 10
North America is the place where we can find more golf museums (around 19). In Europe
only 4 golf museums are registered and only one out of the UK.
In Asia, only in Japan there is a golf museum (Japan Golf Association, Primarily British golf
material). In Australia, Golf is the most popular participation sport and the Australasian Golf
Museum is the most important of three golf museums in the country.
6.2. Golf Museum’s collections

18
The asset of the golf museums concerns the history of golf game, as well as the evolution of
golf equipment, clothes, special trophies and clubs used by golf legends, and pictures. In
USA, there are, as well, museums devoted to a special player (Ben Hogan, Jack Nicklaus).
The books of golf, the autographs of great players and the special celebrities’ score card, can
be part as well of the museums asset. The PGA, American and World Hall of Fame are
devoted to the best golfers, with permanent displays, thus the asset includes as well old golf
clubs, photos, and the history of golf. The Australian Golf Heritage Society Museum can give
advice on collecting, preserving and restoring old or antique golf clubs and other golfing
artifacts.
Some of the North America Golf Museums are private collections, sustained by particular or
golf membership clubs. Golf Museums can be a golf tourism product, making tourists
travelling to appreciate the collections (in this case is specially relevant the Golf British
Museum and the Peter Insam Collection), or as an additional motivation to attract players to
certain golf course by the exclusivity and uniqueness of the offer (is the case of Royal North
Devon Golf Club Museum at Westward Ho, Devon, England a small museum housed at
Britain's oldest club and other collections in North America).
6.3. Visitors
Golf museums are visited, mainly, by golf supporters, who are accompanying the
international competitions, know the past and actual golf celebrities and enjoy the history of
golf game, as well as collectors, others are simply curious visitors.
Some golf museums ask for a contribution, others limit the public access because they are
private collections. Some of the collections can be visited for free and others may ask
permission to the private owners. - 11
Bibliography:
Different sites from Travel Agencies and Travel Agencies brochures on:
Golf resorts;
Golf cruises;
Golf packages;
Golf Academies.
BREYNER, Pedro Mello “Golfe e Ambiente: da implementação à gestão dos campos”,
seminário promovido pelo ICEP, 2001
CATARINO, Jorge Aníbal, “O Golfe: O Desporto e a Economia”, Conferência proferida na
Ordem dos Economistas em Lisboa, 6 Dezembro 2010, available in
www.ordemeconomistas.pt
CORREIA, Antónia, “Segmentos de Mercado no Turismo de Golfe, O caso de Almancil”,
available in
http://w3.ualg.pt/~acorreia/document/publicacoes/Segmentos%20e%20mercados%20turismo
%20golfe_RTD.pdf
“Caracterização geral da oferta de Golfe em Portugal”, available in
“Golfe”, available in
“Golfe e Turismo Residencial”, neoturis, consultoria em Turismo, 2006
GUIDELINES FOR THE MINISTRY OF TOURISM’S SUPPORT TO PROMOTE GOLF
TOURISM,

19
available in http://www.incredibleindia.org/images/docs/trade-pdf/product/golf-tourism/golf-
guideline.pdf
“TOP 100 Golf Courses of the World”, available in
http://www.top100golfcourses.co.uk/htmlsite/country.asp?id=128
“Golf in Japan”, available in http://www.golf-in-japan.com/visitor.php - 12
ATTACHMENT: Golf Museums all over the world
American Golf Museums19
19 Information available in http://www.worldgolf.com/wglibrary/history/golfmus.html and
http://sports.yahoo.com/golf/pga/news?slug=ycn-8923717
James River Country Club – Golf Museum
Newport, Virginia, USA
This museum claims to be the oldest golf museum in the world. Some of the items include
some long-nosed woods of Tom Morris, the putter used by Horace Rawlins when he won the
first US Open Championship in 1895, the clubs that Harry Vardon used to win the 1900 US
Open and a wooden putter made around 1790 by Simon Cossar of Leith, Scotland, a well
known club maker of his day.
Jack Nicklaus Museum
Columbus, Ohio,
It’s dedicated to the greatest golfer in the history of the professional game. He's the only
person with 20 major championships, as Nicklaus took the game to unprecedented levels of
popularity in the 1960s and 1970s.
The B.C. Golf House Society
Vancouver, British Columbia,
Collection of British Columbian and Canadian golf historical items.
Broadmoor Golf Club
Colorado Springs
A private collection of clubs and artwork
Canadian Golf Museum and Historical Institute Kingsway Park Golf And Country
Club,
Aylmer Quebec, Canada
Equipment of golf art and a small library. The evolution of the golf balls and clubs. Of
particular interest is the earliest color golf illustration created in North America in Montreal in
1885, an iron club used by J.H. Oke, the first Canadian Open winner and a leather-faced
driver of Willie Park, winner of the first British Open in 1860.
Colonial Country Club Country Club Circle,
Fort Worth, Texas
Ben Hogan memorabilia including medals and trophies are on display. - 13
Jude E. Poynter Golf Museum Palm Desert, California
Included in the collection are a rare wicker golf bag made in Hong Kong and one of six 1926
reproductions of "Calamity Jane" - Bobby Jones' putter. You can also see a 19th century
"Kolven" club. The Dutch invented Koven which some believe to be the beginning of golf.
Los Angeles Country Club Los Angeles, California A small but varied collection of
memorabilia including balls, clubs, tees, etc.
National Golf Links of America
New York USA Collection of books, artwork and clubs.
Northern California Golf Association Pebble Beach, California USA Housed in the offices
of the association, collection of books, cubs and balls

20
Old Marsh Golf Club Palm Beach Gardens, Florida USA Old Marsh has a putter owned by
Willie Park and a club made by James McEwan in 1770 that has a lead weight which has been
hollowed out to suit the player who used it.
Ouimet Room - Massachusetts Golf Association Massachusetts, USA A tribute to golfer
Francis Ouimet but also includes equipment of other famed Massachusetts and New England
golfers.
Pine Valley Golf Club Pine Valley, New Jersey USA A Walter Hagen wedge and a putter
owned by Tom Morris along with a collection of rut irons are included in this very exclusive
club. A small library is also on the site.
PGA Golf Professional Hall of Fame PGA Boulevard, , Pinehurst, North Carolina USA
Highlight is the 90 foot long display featuring original artwork, feather balls and vintage clubs
in a complete history of golf. Check out the golf ball wall covered with more than 13,000
logoed balls. Operated by the PGA of America
American Golf Hall of Fame
Pennsylvania
The collection includes clubs, balls, books and artwork. -14
World Golf Hall of Fame
St. Augustine,
The museum enshrines the best golfers in the world with permanent displays. Permanent
collections include old golf clubs, photos and what putting greens used to look like before
modern technology.
Ralph W. Miller Library One Industry Hills Parkway, City of Industry, USA A great library
with books on Scottish history, golf history, golfers biographies and every other type of book
relating to golf. It is funded by the City of Industry as a public library. Among the great finds
is a copy of The Life Of Tom Morris with autographs by Tom Morris and the author, W.W.
Tulloch.
Royal Canadian Golf Association Golf House, Oakville, Ontario Canada Golf in Canada is
commemorated with books, clubs and trophies.
Western Golf Association
Illinois USA Collection contains mostly clubs and books.
European Golf Museums
The British Golf Museum20
20 www.britishgolfmuseum.co.uk
21 www.heritageofgolf.org
22 http://www.golfmuseum.de/en/
St Andrews, Scotland
The history of the game is told in this collection of clubs, balls and artwork
The Heritage of Golf21
Gullane, East Lothian, Scotland The highlight of this private collection is the featherie balls,
early golf books and early golf oil paintings and watercolors.
Golfmuseum collection Peter Insan22
Resenburg, Germany
Next to the medieval well there is a display case showing club heads made of lead and pewter,
which are more than 400 years old and Delft tiles with golf subjects of the 17th and 18th – 15,
century. You find "Morris woods and clubs" made of iron as well as brass putters in
weathered leather bags dating from 1780-1930. You will smile about a 1922 score card of
King George V. of England with its "lousy score" of His Majesty of considerable 117 strokes.

21
You can also have a look at those legendary "Featheryballs", which revolutionized golf at the
beginning of the 17th century.
Royal North Devon Golf Club Museum at Westward Ho!23 Westward Ho!, Devon,
England Small museum housed at Britain's oldest club.
23 www.royalnorthdevongolfclub.co.uk/
24 http://www.ausgolfmuseum.com/
25 http://www.australiangolfheritage.org.au/museum.html
26 http://www.golfsocietyaust.com/museum.shtml
Asian Golf Museums
Japan Golf Association Golf
Tokyo, Japan
Primarily British golf material
Australia Golf Museums
Australasian Golf Museum24
Bothwell village, Tasmania
The museum tells the story of golf, Australia's most popular participation sport.
The evolution of the game is explained through the different eras, as defined by the changing
golf ball; from Feathery (1400s to mid 1800s) to Gutta-percha (1850s to 1900) to Haskell
(turn of the century to World War II) and the modern balls.
Many of Tasmania's champion golfers are featured, from Australia's first born champions, the
Pearce Brothers, to Lucy Arthur, Len Nettlefold, Elvie Whitesides, the Toogoods and the
Goggins.
Australian Golf Heritage Society25
Granville, Australia
The Museum encourage the collection and give information about the golf history in Australia
The Golf Australia Museum26
23 www.royalnorthdevongolfclub.co.uk/
24 http://www.ausgolfmuseum.com/
25 http://www.australiangolfheritage.org.au/museum.html
26 http://www.golfsocietyaust.com/museum.shtml
8. Questions to discuss during/after the lecture:
Which are the products of Golf Tourism?
Which are the typologies, or aspects/characteristics of each product?
Which are the main golf museums?
9. Assessment Method:
The teacher characterizes the Golf Tourism products resorting the dialogue and information
shared from a power point presentation.
10. Material Provided (Teaching aids):
Power point presentation
Golf Tourism products accessible at www http://golftourismteaching.eu

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Lecture 3 PLANNING GOLF TOURISM
LectureTopic: WHAT IS NECESSARY TO KNOW BEFORE PLANNING ANY GOLF
TOURISM?
Lecture Duration: 60 Minutes
Lecture Objectives:
To provide participants with information related to golf tourism planning: aspects to take into
consideration, resources, etc.
Learning Outcome:
- To understand what golf tourism is.
- To know which the demands of golf tourists are.
- To be able to identify the necessary aspects in golf tourism planning.
Lecture Outline/Structure:
1. Introduction.
2. Golf contributions to Touristic Industry.
3. Demand:
3.1 Conceptualization of Demand.
3.2 Current Demand and Potential.
3.3 Golf’s Tourists Characteristics.
4. Golf Tourism Planning.
Key Terms:
Golf Tourism
Planning
Lecture Content (detailed):
1. INTRODUCTION
There are many circumstances that have favoured the growth of tourism connected to
sports. The following must be highlighted:
• Popularity acquired because of national and international sports events (Olympic
Games, World Championships, Regional Championships…).

23
• Greater sensitization and consciousness raising according to the health benefits that
result from sports practice.
• Appraisal of sports’ value on the part of governments and managing not only from
an economic point of view but also considering its positive effects in governmental
and institutional relationships.
• Improvement of the planning of sports events offered along the year.
• Generalized improvement of people’s movement conditions, increase in
communication efficiency and technological improvement that have enabled access,
both active and passive, to sports activities and events.
`Golf Tourism´ is understood as the flow of people that move because of their main
motivation, which is either playing golf or participating in sports events, both in an active
or passive way.
In those cases in which golf is not the main reason for displacement but part of the
experience of the tourist at the destination, it is considered a complementary activity.
2. GOLF CONTRIBUTIONS TO TOURISTIC INDUSTRY.
Golf tourism counteracts the touristic activity seasonal nature as the same time as it allows
to progress in touristic products’ quality by strengthening its diversification and
attractiveness as well as attracting tourism with elevated expense standing at the
destination.
Golf can be conceived as the perfect resource to the destination’s offer diversification.
Although for the optimization of its benefits it is necessary an exhaustive planning as well
as a meticulous study of the social and environmental interaction factors.

24
Fig.1: Source: The Touristic Product of Golf in the Mediterranean countries.
3. DEMAND
3.1 Conceptualization of Demand
`Golf tourists´ are those who move because of their main motivation, which is playing
golf, or because they practice this sport in a complementary way. Additionally, people
who attend golf championships or events, and that participate in them no matter if it is in
an active or passive way, are also considered tourists.
Golf Benefits at the Touristic Destination
• It creates investments that are connected not only to facilities themselves
such as golf fields, club houses, machinery and several elements for the
building, management and maintenance, but also to the whole property
investment linked to the facility.
• It decreases the seasonal nature.
• It creates synergies with other sectors.
• It facilitates a wide complementary service range, some of them related to
the touristic activity, but some other to the golf fields’ maintenance
services.
• It is a permanent increasing touristic sector both at world and European
level.
• It enables the qualification of the destination both from a territorial
organization point of view and an environmental point of view as long as
they meet the correct procedures and environmental standards by
widening the touristic offer and providing the visitor with sports and
leisure possibilities.
• We are talking about tourism of quality because of the medium – high
expense standard of the socio-economic profile of golf tourists. They spend
more money than the average tourist.
• It improves the destination’s image. Golf is associated to development,
progress and trendiness.
• Multiplier effect. It creates a positive and large effect on indirect and direct
job creation.

25
• Occasional (1 – 7 trips per
year)
• Moderate (8 – 24 trips per
year)
• `Committed players´ (more
than 25 trips per year)
Fig.2: Source: The Touristic Product of Golf in the Mediterranean countries.
3.2 Current Demand and Potential
Facts confirm that the practise of golf has considerably increased throughout the last years
and it will continue increasing as, according to `Turespaña4´, the 80 million current
players in the world could become more than 120 million in no more than 10 years’ time.
The development in golfs’ fields worldwide is increasing significantly as well as the
number of players in the last few years. Among others, the increase of golf players is
linked to the popularization tendency of this sport which has favoured a better
accessibility to the sports practice not only from the facilities point of view but also
ACTIVEACTIVEACTIVEACTIVE PASSIVPASSIVPASSIVPASSIV
These are tourists whose main
travelling motivation is the
practice of golf.
Tourists that practice some golf
as a complement activity in their
journeys are also considered
Active.
These are tourists who
attend golf
championships and
events as observers or
attendees.
TYPE OFTYPE OFTYPE OFTYPE OF
PLAYERSPLAYERSPLAYERSPLAYERS

26
attending to the expense standard associated to the activity. It must be added to this the
fact that more every time golf classes are being incorporated to the permanent
leisure/sports activities to which activities such as paddle, tennis or swimming belong to.
3.3 Golf’s Tourists Characteristics.
According to the `Golf’s Player Habits´ research made by `Grupo Geisha´ (2005), the
golf player travels up to nine times a year in order to practice the sport. This means that
43,75% of the players make more than nine displacements a year. These travels normally
take place in spring and autumn seasons. According to this same research, in nearly 50%
of the cases, this travel is made in pairs.
Regarding the average stay, it must be said that it stretches on 2 and 4 nights, what favours
the development of complementary activities at the destination. Therefore, it will result of
great importance to plan golf tourism providing additional leisure activities to both active
golf tourists and their companions.
4. GOLF TOURISM PLANNING
When planning golf tourism tourists’ motivations must be taken into account. These are
the following:
1. To know new golf fields destinations.
2. To taste the regions’ cuisine.
3. To spend free time with family and friends.
At the same time, golf tourists appreciate the following criteria:
- Environment
To makes reference to both social and political environment of the destination (events,
security, reception…) and surroundings (beaches, landscapes, nature…).
- Leisure
It makes reference to the complementary offers and the resources available at the
destination or in in golf resort such as restaurants, pubs, discotheques and sports facilities.
- Golf
It is directly linked to the practice of golf, specifically to the characteristics of the golf
fields.
- Accessibility

27
This valuation is linked to the level of accessibility both to destination – means of
communication – and costs – prices -.
ereto, it will be necessary to take into account the possibilities that the surrounding offers
in order to guarantee the golf player and his/her companions’ satisfaction.
Lecture 4 Management for Golf resorts
Lecture topic: Golf Community management
Build and manage a social media community to develop Golf business including
additional value ( 2 days, managed by a CM trainer with support of the management
of the Golf)
Objectives:
Create a community
Improve the e-reputation of the Golf
Generate adding value (Restaurant, events, competitions….)
Develop attractivity for non residents
Essential Skills and Competences
Write correctly including grammar and orthography
Can seek, analyze, assess strategy and actions
Customer orientated
Work in team
Communication in accordance with usages of the media
Has presentation and moderation skills
Is precise and aware of details
Is creative, imaginative
Can promote and sell products and services
Is committed to corporate strategy branch and golf culture
Sense of humor
Material necessary
Computer
Internet connection
History of the golf;
Strategic plan of the Golf
Informations on the structure of actual customer profiles
Accounts, on social media Facebook, Twitter, Google+, Scoop.it
Key terms
Golf, Facebook, Twitter, Google+, marketing, community, customer
Context
Golf courses faces different difficulties to develop their business and also side business
A golf course sells green fees, but realize an important part of the business by side
activities, Pro-shop, restaurant, competitions, sponsoring of competitions of specific
events,
They also want to attract tourist players, players coming for a stay in the region or to
attract daily players from region for one course, or more.
When a player pays an annual membership, most of time, they do not pay any more
when they come to play a course. Nevertheless it is possible to increase the revenue by
player, with restaurant, club house, pro-shop, or paying for registration for

28
competitions…
Creation of an Internet community
A large majority of citizens are now using daily social networks. To develop a
community, 3 major networks can be used Facebook, Twitter, and Google+
85 % of Internauts declares they use at least 1 social network regularly
65% use Facebook, Google+ 35 % and Twitter 35 %
Create social media accounts in those 3 networks.
Identifying customers of the Golf and create a link with them, follow them in Twitter,
integrate them in a Google plus circle .
Create a Golf Club page and a personal Community Manager account to promote the
page on Facebook. This is necessary due to the new strategy of Facebook, where the
organic audience (technical term is the “reach” rate of a page is decreasing and will
continue to decrease (declaration of Facebook)
Create interaction with customers
Announce what is done in the club : news, competitions, nice moments….
General informations on Golf field. Interesting video, the international life of Golf…The
objective in this is to “distillate” general information and to publish it by sharing the
information.
This has to be done with humor and customer orientation, not boring informations but
giving added value, funny plays coming from Youtube or others, nice shots, rules of golf,
video created by the golf on a competition…
Interact with customers, felicitate them when winning competition, for public success in
general life, for example if a customer wins an election “Congratulation to @XXXXX for
her/his election as mayor “ (twitter)
This has to be done with tact and responsibility sense taking in account the impact that
this can have with the customer, take care bout privacy.
Examples can be done on evaluation.
In this situation, does I publish or not ? with feed back from Management and from
trainer.
More than 50% of publications has to be done with general informations, as far as
possible with humoristic way.
30 % with Golf life, competitions, public events, training sessions….
Less than 20 % are promoting posts. The account does not appears as a promoting tool
but a tool for conviviality.
Encourage and support members of community to interact between themselves.
Survey and moderate the activities of the members to prevent risks and misuses.
Generate personal interaction and contact between the community and community
manager, not only online but also IRL (In Real Life)
Issue a development plan since the beginning describing what will be published, with
which approach, identifying the opinion relays and leaders, how to integrate them in the
communication plan. The plan has to set up some key issues , milestones in terms of
audience, interactivity and ROI (Return On Investment)
Some metrics have to be defined and tools for analyze them has to be integrated.
Risks
The risks have to be assessed and prevention measures have to be defined.
Which risks :
Bad buzz (How it can happen, scenario, prevention measures and how to treat risks)
Privacy policy (what can happen ? customers who are in club but who officially should
not be, or could be somewhere else…. How to prevent and how to treat ?)
Too much customers in an event ?

29
Unhappy customers,( how to prevent, how to treat ?)
Assessment
Evaluation of the strategic plan
Evaluation of risks (Complete ? missing points)
Simulations
Different situations based on working situations adapted to the case of the golf.
How to publish ? examples FB, Tw G+
How to react in different cases
Evaluation is done with EQF descriptors to evaluate the level reached by the trainee(s).
Lecture 5 GOLF, ENVIRONMENT AND QUALITY
Lecture Duration: 60 Minutes
Lecture Objectives:
To provide the participants with information related to the sustainable development of Golf’s
activity.
Learning Outcome:
- To know the relation between Golf tourism and Sustainable Development.
- To distinguish among the different Quality and Environmental Management Systems.
5. Introduction.
6. Golf’s Sustainable Development.
7. Quality and Environmental Management Systems.
Key Terms:
Golf
Sustainable Development
Quality and Environmental Management Systems.
5. INTRODUCTION
Probably sports are the leisure activity more linked to human activity throughout these last
decades. Sports has been incorporated to the current citizen’s habits and with tourism, it is one
of the activities that First World citizens most importance give to, as an indicative of the so-
called `quality of life´.

30
We find the most evident links between sport and environment in those disciplines that are
practised outdoors, in deep contact with nature, or that need a previous modification of the
physical environment, or those that in some cases and unintentionally provoke that already
mentioned modification of the physical environment while being practised.
Golf is probably the sport that interacts most with the environment. It is likely that no other
sport occupies and manages in an artificial way areas with wide green spaces, and actually,
that is what facts indicate us: just in Europe 5,200 golf fields exist and they cover about
250,000 hectares. They are used by a golfing community formed by 5 million people.
Specialists nowadays consider golf as a considerable industry for its own rights and it is still
growing. This means that as well as other activities with a similar size it cannot work in
isolation. It is important to understand the responsibilities that the practise of this sport
implies to the community in general as it is so involved in the environment.
Apart from the environmental implications that golf entails as every touristic activity, as a
sport practised in the physical environment it also has to add up its own and specific
environmental implications.
Golf is not only very demanding with the characteristics of the field where practised but also
with the implicit environmental aspects. From this point view it is easy to understand that the
design, construction and operation of the golf field itself have important environmental
implications that lead to reflection.
It first of all stands out the huge amount of water needed for the correct maintenance of a golf
field that can result in aquifer over-exploitation in areas of water scarcity. That is why an
appropriate management of water is vital as well as a correct use and selection of pesticides,
insecticides and fungicides.
The solution to all these matters goes through the incorporation of an adequate environmental
management policy to the current company’s management dynamics as it happens not only
with golf but with every other productive or economic activity.
6. SUSTAINABLE DEVELOPMENT IN GOLF.
We must first focus on golf as a leisure activity strongly connected to touristic offer and
therefore to lodging offer. We must then consider its environmental impact by adding up
golf’s own effects as a sport to the implicit effects of its need of lodging offers.

31
From this point of view, to talk about good sustainable practices in golf – tourism pairing
obviously means to talk about golf’s own correct practices. And by these we understand the
sport facilities necessary for its practice.
Because of its implications and interactions with the territory, sustainable development in golf
demands the existence of a control system that among other things favours the setting of
quality touristic places.
For these reasons, the implementation of an environmental management system (EMS),
advisable according to the ISO 140001 standard, is of vital importance in order to guarantee a
transparent, modern and participative environmental management in golf fields.
The Environmental Management System forms the part of the global management system of
an organisation that develops, implements, enforces, revises and keeps updated the
environmental policy. This way not only is it achieved that companies know and meet legal
limits but also that they develop their innovative ability and efficiency in order to reduce the
environmental impact of their activities.
In Europe, and mainly due to the `Green Unit´ works, the main golf organisations have
already confronted the environmental issue for years. In their `Committed with Environment´
handbook they provide the keys to building and maintenance of golf fields in harmony with
the environment. What this initiative tries to do is to raise golf’s clubs and fields awareness so
that they actively participate in a flexible program opened to all kind of this sport’s facilities.
Approximately, the general applicable sustainable practices should head towards:
• Savings and quality in water consumption.
• Energy efficiency.
• Minimization and recycling resources.
• Control over effluents and emissions.
• Reduction of environmental impacts.
• Limit inconveniences.
• Ecologic integration of establishments.
• Respect and strict fulfilment of the current environmental and cultural heritage
regulation.
• Good purchases and commitment to suppliers’ policy.
• Compatible and responsible touristic and sports services.
7. QUALITY AND ENVIRONMENTAL MANAGEMENT SYSTEMS.
Quality and Environmental Management Systems that can be applied to Golf can be classified
as:

32
Inner Systems
Inner Systems are those that their establishment by the entrepreneur or manager does not
imply the application of certification or acknowledgement from a competent external
certification organization (or in this case verification). It follows that a company can establish
a management system based on for example standardized models and do not apply for the
certification, what means not being under an external evaluation.
The development of Inner Systems is viable attending to the following procedures:
• Production and application of own quality standards.
• Application of self-evaluation models.
• Establishment of standardized systems but without applying for the certification.
• Designing of own planning or strategies.
Acknowledgement, Certification and/or Verification External Systems
These are those that their establishment by the entrepreneur or manager imply the application
of certification or acknowledgement from a competent external certification organization (or
in this case verification).
Certification from an external agent and its relation with obtaining a brand or stamp provides
with credibility to the established system or model and at the same time it favours confidence
to clients and suppliers.
Complete Quality Models
These are those aimed at excellence in business management by means of the
acknowledgement of COMPLETE QUALITY.
These models incorporate the exhaustive study and control of the organisation’s aspects such
as orientation to results, orientation to clients, leadership and perseverance, procedures and
facts, implication of human resources, continuous improvement and innovation, alliances and
social responsibility. The approach to complete quality is based on the development of self-
evaluation systems and search for solutions.
Each of these three groups considers many systems or models susceptible to implementation
in the golf sector. At the same time they can be specific to the sector or to a wide range of
sectors as it is the case of ISO Regulations.
Additionally, it should be mentioned that their differences lie in:
• The specific nature.
• The brand’s acknowledgement field (in this case).

33
• The procedures related to the application of each of them.
• The organisation that issue them.
There are some environmental and quality models or systems which are highly regarded and
which their applicability is viable in golf fields.
Lecture 6 Golf Events
Lecture Duration: 60 – 90 minutes
Lecture Objectives:
- to highlight the contribution that golf events can make to the overall golf industry
economy;
- to describe different types of golf events;
- to focus on the ways of planning and organizing golf events;
- to analyze common operational issues;
- to specify the impact of golf events.
Learning Outcomes:
The students will know: different types of golf events and their main features; how to plan
and organize golf events; what impact Golf Tourism has on the economy and the
environment; what the profile of golf spectators is.
The students will be able to: plan and organize different golf events; analyze common
operational issues; specify the impact of golf events.
1. The contribution that golf events can make to the overall golf industry economy.
2. Different types of golf events in detail:
- Professional tournaments;
- Amateur tournaments;
- Corporate Events;
- Charity fundraising golf events.
3. Matching golf with culinary activities.
4. Golf and wine tourism.
5. Special events like weddings.

34
6. Children’s golf camps.
8. Planning and organizing golf events.
9. Impact of golf events.
10. Golf event spectators’ profile.
Key Terms: golf business; golf events; golf tournaments and endorsements; PGA; L PGA; a
Pro-Am event; Corporate golf; event management;
In 2005 in the USA, the financial contribution of various golf events was over $ 1.7 billion. In
Europe, the Middle East and Africa, golf tournaments and endorsements also generated from
players and spectators traveling to golf events, so this sector represent an important part of
golf tourism.
Tournament revenues include fees generated by selling broadcast rights, corporate
sponsorship of events, spectator ticket sales and merchandise purchases.
We certainly cannot put the last decade in the golf business in perspective without looking at
the changes in the supply and demand balance.
Let’s begin by looking at the golf development boom of the mid to late 1990’s. The industry
was riding the real-estate boom and the opening of new courses was disproportionately driven
by developers building and maintaining high-end courses as an amenity to sell homes and
lots. While not a universal truth, most of the entrepreneurs funding this course construction
were not concerned as to whether the course could survive on its own as a
business. Thousands of golf courses were added to the supply in the seven years from 1994 to
2000.
At the same time, the golf participation rate was holding steady (around 10.5% of the U.S.
population) and there was an increase of nearly five million golfers primarily due to
population growth and increases in some key demographic groups. What happened to the
golf landscape over the past decade is a not-so-simple lesson in economics. Golf course over-
supply has diluted the stagnant demand and created a highly competitive environment for
course owners and operators. Add two recessions during this period and what you have is an
extremely challenging marketplace.
The accompanying chart offers an illustrative overlay of trends in several core
metrics in our

35
industry.
From
http://archive.clubnewsmaker.net/ngfdashboard/www.clubnewsmaker.net/ngfdashboar
d/e_article002256377.html/
+
http://www.cmaeurope.org/upload/documents/webpage/Student/KPMG%20The%20Economi
c%20Value%20of%20Golf%20to%20Europe_28082009.pdf (the downloaded version is
available)
1. Types of Golf events:
- professional tournaments;
- amateur tournaments;
- fundraising charity events
- corporate golf;
- special events like golf weddings
- children’ golf camps.
Professional tournaments
There are nearly 120 international professional golf tournaments in Europe, the Middle East
and Africa region, of which 84 are staged in Europe. In other parts of the world, the Japanese
PGA Tour is domestically a hugely popular and rich tour covering over 39 events. Major
tournaments in the USA including the PGA Tour generate more than $ 954 million. Other
tours include the Australian Tour held in countries such as Hong Kong, Malaysia, India,
China, the Philippines, Thailand, Australia and New Zealand. The Sunshine Tour meanders
through southern Africa during the winter months, November to March. Add these to tours
Ladies Professional Golfers Association (LPGA) Tours of Europe and the USA, the hugely
popular Seniors tour and a myriad of smaller tours and the result is a continually dynamic

36
world-wide golf tournament. This traveling entourage attracts a large media circus fuelling
interest and development of golf in all corners of globe.
Many of these professional tournaments are preceded by a practice day and a Pro-Am event.
For spectators these practice days are the prime time for following players, seeking
autographs and taking pictures. Most major tournaments begin on a Monday and run through
the final round on Sunday. The British Open, though, has a bonus practice round on the first
Sunday making for the eight-day event.
Amateur tournaments
There a number of amateur tours that together are a significant component of golf tourism.
One example is the International Pairs competition, endorsed by the International
Association of Golf Tour Operators (IAGTO), which is the largest tournament of its kind for
club golfers, and attracts players from all over the world. Conceived in UK in 1998 as a golf
tournament to celebrate the millennium, the International Pairs is now firmly established as a
major amateur event. Using a betterball stableford format, tens of thousands of golfers take
part each year and the tournament is to continuing to expand internationally with new
countries becoming involved on a regular basis. More than 30 countries have been
represented by their national champions since the inaugural World Final in 2004 and the title
of International Pairs World Champions has been held by pairs from three different
continents. The World Final 2009 was hosted at the famous Carnoustie Golf Links in
Scotland. This type of tournament would have a very positive impact on tourism as foreign
participants in international events tend to stay longer and spend more money on shopping
and other activities.
Another unique UK-based amateur event is the Trilby Tour. The brainchild of William
Hunt – and covered by Sky Sports television – the Trilby Tour provides regular club amateur
club with the opportunity to complete in a professionally staged and managed tournament.
What makes the event unique is that all competitors are kitted out in the latest fashions from
William Hunt’s range, complete with trilby! The Trilby tour 2009 comprised four qualifying
events. Approximately 400 Amateur Players entered for the qualifiers, with 111 going
through to the Amateur final. 100 professional players also entered for the final. For a one-off
entry fee of $ 375, each competitor received a William Hunt golf outfit, a Callaway tour bag
and a boiler-suit for the compulsory caddie. Prizes for the amateur winner included lessons
with golf coach David Leadbetter, a trip to Orlando Callaway R&D to meet with Roger
Cleveland and develop customized clubs, a round of golf with a Calaway star, and a Stewart
remote control electric golf trolley.
Some of the larger golf club managing companies also manage and promote golf
events for amateurs. Troon Golf, for example, has a number of events designed chiefly to
create awareness for the Troon brand. One of these is the Troon Challenge, a series of
amateur golf tournaments held annually between May and August at daily-fee Troon-
managed golf facilities. Teams of two players participate in one or more regional qualifying
events for the chance to advance to the troon challenge finals in late August. In 2008, a total

37
of 388 players participated in 13 local qualifying events and 36 players advanced to the finals
at the Revere golf club in Las Vegas. Revenue’s generated for Troon’s facilities from these
events exceeded & 57,000 in 2008. The troon challenge is promoted via
www.trooonchallenge.com, Troon Golf broadcast e-mail system, and point of purchase
displays at participating facilities. Troon Golf has also developed the Troon Cup, an inter-club
championship for private troon-managed clubs around the world. In 2008, 17 teams
descended upon North Stonington, Connecticut to challenge each other for the right to take
home the cup. Another event Troon Golf executes is the annual troon card championship,
which is aimed at daily-fee customers. The 2008 event was held at the Quintero Golf and
Country Club in Arizona with 120 players participating.
The Executive Women Golf Association (EWGA) also promotes amateur events specifically
for women golfers. The EWGA exists to provide opportunities for women to learn play and
enjoy the game of golf for business and for life. The association has over 120 chapters and
EWGA activities typically include: “kick off” event; two or three major tournaments; weekly
“after-work“ 9-hole league play; business networking and social functions; weekend golf
outings; golf rules and etiquettes seminar as well as some education programmes and charity
fundraising events. The EWGA Championship is the largest women golf tournament in the
USA and is designed for players of all skill levels. There are three stages to the championship:
one 18-hole qualifying event at the local chapter level; one 18-hole district semi-final
championship held at 15 venues across the united states and the championship finals - a two-
day , 36-hole event. The championship by design offers two different competitive formats:
stroke play and inter-chapter team scramble competition. Golfers can select the competitive
format that best fits their game, personality and skill level. (Hudson, S. and Hudson L., (2010)
‘Golf Tourism’)
Fund-raising Charity Events
Many of these events, elite and non-elite, raise considerable amounts of money for charity.
For example, charity events are very popular at Trump national, Los Angeles. One such event
took place in May 2009 when the club hosted the Dodgers Dream Foundation Charity Golf
Invitational. There were several easy golfers and sponsors could get involved, but the entrance
price for a foursome was $5500, including golf, on-hole signage, breakfast lunch and dinners,
gift bags, photos and participation in tournament contests – and of course the chance to rub
shoulders with the rich and famous. The event raised $ 140,000 and all proceeds went to the
Dodgers Foundation that provides educational, athletic and recreational opportunities for the
youth of the greater Los Angeles community. The tournament featured more than 140 golfers
paired with a Dodgers player, coach or broadcaster. The event also featured a silent auction
with autographed bats, jerseys and balls by Dodgers players. The live auction featured an
autographed pin flag from Tiger Woods, a fortnight stay at the Terranea Resort in Palos
Verdes with a round of golf and an Australian vacation with a five-night stay.
Where to Find a Charity Tournament?
Almost every golf club hosts charity golf tournaments, especially private clubs on Mondays,
the day those clubs normally close to members. The courses themselves will usually have

38
fliers or posters advancing the tournament. Local newspapers often have golf calendars,
which list the various charitable events. Websites of charities also promote the tournaments.
Almost all charity tournaments are associated with non-profit organizations. Financial
statements are available through the tournament officials or websites so players can make sure
the tournaments have a history of operating in an ethical manner.
Why Play in a Charity Tournament?
Most people play in a charity golf tournament because they see it as an easy and fun way to
support a cause in which they believe. Some charities conduct tournaments on a national
level, picking a particular day and sponsoring dozens of tournaments. An example of this is
the PGA Tour's "Birdies for the Brave" charity, which raises money for military support
groups. Tournaments are held at more than two dozen Tournament Players Clubs, which are
owned and/or operated by the Tour. People also play in charity tournaments because it's one
way in which they can play private or high-end resort courses without being members.
How Much Do Charity Tournaments Cost?
Depending on the course and the charity, the cost can range from thousands of dollars per
player or foursome, to as little as $75 per player. The entry fee is usually tax-deductible and
upon request, a tournament will supply documentation for tax purposes. Entry fees will
include the cost of playing the golf course. cart fees, lunch and/or dinner, on-course beverages
and gifts that can range from a golf shirt or hat to a golf bag or a driver.
What is the Format?
The format for the vast majority of charity tournaments is a scramble or "Captain's Choice."
Each player in a group (usually a foursome, but some charities have teams of five or six
players) tees off. The best drive is selected and the other players retrieve their balls and hit
from the general area of the best drive. The best shot of the group is then selected again and
the process repeats until the group holes out a putt. It is thought to be a less time-consuming
format, but that's not always the case, especially if a tournament is popular enough to draw
more than 18 teams.
From About Charity Golf Tournaments |
GolfLink.com http://www.golflink.com/list_110_charity-golf-
tournaments.html#ixzz2LpAE7f9f
Corporate Golf Events
Corporate golf has also become the choice for many companies wishing to show their
business to key clients or reward high-performing employees. Extensive corporate services in
golf might include:
• Creative concepts for unique events
• Event creation, management and marketing
• Corporate hospitality
• Personalized golf outings

39
• Athlete appearances
For instance, one of the companies in this branch - IMG Golf, is a dominant presence across
all major professional tours. IMG Golf owns, manages, operates or consults for 37
professional events worldwide, including 15 PGA/LPGA tour events.
IMG offers event management services, access to top professionals and golfing venues
worldwide, and unrivaled experience and knowledge in client entertainment through golf.
From tournament hospitality to special events and outings, we tailor each event to your
company’s objectives.
IMG also provides incomparable access to golf professionals for appearances at golf outings,
professional events and corporate functions. We offer exclusive private engagements with
golf professionals and celebrities:
• Golf and dinner
• Fashion show and unique VIP experience
• Fishing, hiking, biking or other activity of common interest
• Horse racing and horseback riding
• Attending any sporting event followed by a private tour and/or dinner
Special events like Golf weddings
Many athletic couples who plan their wedding want to have something unique and something
that centers on what they like for a sport. The game of golf is no different. Planning a
wedding centered on golf can be fun, especially if the party is small and everyone enjoys the
game. A wedding theme can be anything you want and if you choose golf, you will find many
different ideas to plan your wedding and reception. The wedding itself can be formal in a
church, but imagine planning the reception at the golf club and playing around of golf before
the dinner.
You may not have ever heard of this before, so it is definitely going to be unique. Your
wedding invitations can explain the plan and ask to see how many people would enjoy a day
of golf after the wedding. If you are an avid golfer getting married in the summer on a
Saturday, you are going to love the idea of getting married and playing a round of golf to seal
the marriage. You can book the course for as many players as you are going to have and enjoy
nine holes of golf that will lead into the dinner.
The reception tables can be decorated with wedding favors that pertain to golf. You might
choose a golf ball with your name and date of wedding engraved or a golf ball with your
picture with the date under the picture and the names on top of the picture. When it comes to
golf balls, you can have them engraved with almost anything. These make nice wedding
favors. You might also consider dime or quarter size ball marker with your name and wedding
date engraved. Divot fixers are another great wedding favor with the names engraved on it.
The cake for a golf wedding theme can be as fun to create as the wedding itself. Imagine a
wedding cake in the shape of a golf course or one specific hole. You could have the little

40
bride and groom standing on the cup in the middle of the green. This is so unique that not
many people would think about making a cake like this for a wedding. This would go with
your wedding theme so well. It is exciting when planning a golf wedding theme. You will
have the most unusual wedding anyone has ever seen or heard about for a long time.
With the wedding being so interesting, it would be nice to receive some new golf clubs or
even some golf balls for the game. You might even decide to take a golf trip for the
honeymoon. Jamaica or Hawaii are a nice honeymoon destination and the golfing is superb.
You can do so many different things when planning a golf wedding them, even when you do
have a traditional wedding ceremony. However, you might decide to have your ceremony on
the first tee, so the first game can be started right away. You can do anything you want for
your wedding.
Children’ golf camps
One of the aims of Pirin Golf & Country Club is to popularize golf among the Bulgarian
children and youth to reach success on international level by:
Encouraging the personal development of children by expanding their capacity for
concentration, coordination, discipline, honesty, politeness, team work and good manners.
Training players for the male and female teams of Pirin Golf & Country Club to achieve a
comprehensive sports education.
Supporting young people´s involvement with the sport and encouraging their participation in
national and international golf tournaments.
Improving the living conditions of the young generation in the region.
Popularizing golf in the region and gaining appreciation among the population.
Strengthening the position of a golfing team with a high competitive potential in Bulgaria and
in Europe.
Biltmore Kids' Summer Golf and Culinary Camps
Junior Golf Camp
Life Lessons with Lifetime Impact - Our specialized teaching methods reach out to children
on their level and instruct in all aspects of proper play in a fun and creative manner. We group
students by a combination of factors that include age, maturity and ability.
Our goal is to create enthusiastic, well-mannered Junior Golfers who walk away from our
camp with a love of the game and a solid foundation of skills that they can build upon. With a
teacher student ratio of 6:1, each of the Juniors will receive ample individual and group
instruction from the Biltmore’s professional team. As with all of our golf programs, we
supply clubs to those who need them.
Instruction Includes:
• Bunker Play • Chipping • Contests • Course Management • Etiquette • Golf Swing •
Instructional Videos • On-Course Play • Pitching • Putting • Prizes • Rules of Golf • Strategy
& More!!

41
For boys & girls ages 6 to 17. Professional instruction, fun & games! No golf experience
necessary. We provide clubs to kids who need them.
For more information email Blinton@BiltmoreHotel.com, or call 305-460-5364.
Junior Toque Cooking Summer Camp
A hands-on cooking camp taught by Biltmore chef instructors with special workshops by our
acclaimed hotel chefs. The weeklong sessions are open to children ages 7-17. Students are
grouped by age and work in our fully equipped, professional kitchen. Class size is limited to
15 campers.
Culinary Curriculum Includes:
• Kitchen safety • Basic sanitation • Introduction to herb and vegetable gardening •
Identification and proper usage of kitchen tools and equipment • Techniques and ingredients
of Italian and French cuisine • Techniques of baking and pastry • Menu planning • Techniques
of presentation and garnishing • Introduction and exposure to the hotel chefs and their
kitchens
For more information email CulinaryAcademy@BiltmoreHotel.com, or call 305-913-3131.
Golf and Culinary Activities
Verdura Golf Course Case
Cooking Lessons
Sicilian cuisine is a triumph of colours, flavours, aromas, enriched over centuries by a variety
of culinary traditions, from Arabic to French. What better way to explore this cuisine than
with Fulvio Pierangelini, Italy's celebrated Michelin-star chef, or the Resort's
brilliant Executive Chef. With the freshest local ingredients, our outstanding chefs will give
you some tips on how to conjure up magic.
Mixology Classes
Verdura's Bar Manager gives guests the chance to step into the fascinating world of mixology
with special classes at the Granita Bar. He only mixes with the freshest ingredients from
Verdura's fields, such as hand-picked basil and mint from the garden and oranges plucked
from the orchard. If guests dream of mixing their own personalised cocktails with the freshest
ingredients from Sicily, there is no better place to be than at the Granita Bar under the
insightful instruction of the passionate mixologist.
Wine Tasting
Sicily, with its warm climate, hills, sea breezes and sunshine, has all the right ingredients for
good wine. According to legend it was introduced to the island by Dionysius, and has made
the island famous around the world. Wines include Nero D’Avola, one of the oldest red-grape
varieties on the island, Bianco ’Alcamo, a popular white, dessert wines Moscato and Passito
di Pantelleria, and Marsala, a fortified wine first produced in 1773 by Englishman John
Woodhouse. Guests can learn more about these delicious wines with a wine tasting lesson at
our Torre Bar.
Clearly, good food is in indispensable aspect of any good day of golfing. Your Golf Alpin
hosts will treat you to regional specialties – no matter whether your personal 19th hole is a
rustic mountain hut or a refined, award-winning restaurant.
More examples:
Salzburg – Eugendorf – Mozartgolf

42
(SalzburgerLand)
Feel-Good Alpine Golf Holiday at the Landgasthof Holznerwirt
• Welcome champagne and fruit basket upon arrival in the privacy of your room
• 4 nights in a "Holznerwirt comfort double room"
• 4 breakfasts from our delicious and healthy buffet
• 2 x half board
• 1 five-course gala dinner accompanied by selected wines
• 3 x packed lunch "Golfers Best"
• 1 x relaxing massage (30 minutes)
• Free use of the extensive sauna facilities
• Golf Alpin Card with 3 green fees, valid at over 30 golf courses in Salzburg and Tirol
Zell am See - Kaprun
(SalzburgerLand)
Romantikhotel Zell am See: Golf, Enjoyment and Gourmet - 7 Days
• Experience a golf-holiday for the heart! 7 nights in a cosy double-room, candlelight
atmosphere and Prosecco to welcome you in your room
• Romantic breakfast buffet, Prosecco breakfast on Sundays
• Half board to spoil you with a gala menu and the use of a small, but exquisite spa area.
• Three rounds of golf (with the Golf Alpin Card) on the courses pitches in Pinzgau await
you.
• We will take care of the organization of the tee times.
• With the "Summer Card Zell am See-Kaprun", you can discover the entire region.
Goldegg
(SalzburgerLand)
Seehof: Golf Safari Days
• Enjoy the charm and variety of different golf courses in the immediate vicinity!
• 4 golf vacation days including half board (awarded 15 points and 2 toques by Gault Milau)
• 3 green fees at various golf courses of your choice in Salzburg
• Our special treat: you can choose if you want to have dinner in our Restaurant HECHT! or
in our restaurant in Salzburg M32. (www.m32.at)
Surcharge in June, July and August: per person € 40
Kitzbüheler Alpen - Westendorf
(Tirol)
Elisabeth Fairway
• 7 overnight stays
• guided tour through the hotel’s own show cheese dairy
• Golf Alpin Card with 5 green fees
• 1 massage made to measure, ca. 50 min.

43
• organization of your activities: 5x p.w. guided hiking tours, guided bike tours,…
• plus Elisabeth half board and benefits
THE HOSTING OF GOLF EVENTS
PLANNING
There are a number of specialist companies that organize golf events, and the case study at the
end of the chapter discusses the Sun Gual European Senior Tour in Mallorca where German –
based Langer Sport Marketing was appointed as the official promoter of the 2009 event.
Another well-known company that organizes golf events is International Management Group.
Founder Mark McCornack was a young lawyer when he agreed to become Arnold Palmer’s
agent in 1960, and that marked the beginning of IMG. The relationship was based on a
handshake and a contract between the two men was never signed, despite it being one of the
most valuable and enduring relationships in modern sport. McCormack went on to sign Jack
Nicklaus, Gary Player, and Greg Norman, among many others. Beginning in 1964 with the
World Match Play Championship, IMG has a rich history of creating and producing golf
events, including the popular Skins Game and prime-time “Battle” Series IMG’s capabilities
in tournament management include:
• Developing creative and profitable tournament concepts;
• Securing titles and associate sponsorships, site commitments and schedule
alternatives;
• Cultivating relationships golf’s major tours and governing bodies;
• Managing delivery of all marketing, website and event materials;
• Managing day-to-day tournament operations including vendor relationships, pro-arms,
media days and player services;
Integrating new media technology to enhance fan experience;
Another golf management company involved in the events is UK-based International Sports
Management. ISM manages a variety of golf events ranging from a professional tournaments
on the European Tour through to junior focused grass-roots championships. ISM’s events
team offer a range of services including consultancy, staging assistance, as well as a full
management service from idea product tailored to meet the different business objectives of
each client. As the company’s website says “The focus of IMG managed event is that there is
something for everyone – clients looking for use these events as an effective sales and
marketing platform, businesses or individuals looking to entertsin clients via one of our
unique hospitality packages, spectators wanting an unforgettable day out and participants
eager to experience a golf event of the highest standard”.
Tournament Management
IMG helps increase the marketability of golf tournaments around the world, including
championships on all major tours and made-for-TV special events. Our tournaments attract
top players and provide impressive financial returns for television networks and corporate
sponsors. Beginning in 1964 with the World Match Play Championship, IMG has a rich
history of creating and producing innovative golf events, including the popular Skins Game
and prime-time “Battle” Series.
IMG's capabilities in tournament management include:

44
• Developing creative and profitable tournament concepts
• Securing title and associate sponsorships, site commitments and schedule alternatives
• Cultivating relationships with golf’s major tours and governing bodies
• Managing delivery of all marketing, website and event materials, including event
tickets, programs, signage and on-site branding
• Managing day-to-day tournament operations, including vendor relationships, pro-ams,
media days and player services
• Integrating new media technology to enhance fan experience.
Over the past four decades, IMG has provided television distribution, technical services, new
media guidance, and licensing and marketing expertise to all of golf’s major championships.
IMG also represents the international television rights for the LPGA and the television and
marketing rights for many major men's and women's golf events. Our worldwide staff has the
resources and knowledge to support all stages of a tournament’s lifecycle and help clients
make the most of their investment:
• Increasing exposure and profits through turnkey management and marketing
• Reaching a global fan base across every type of medium
• Optimizing sponsorship investment through multi-level program participation
• Providing unequalled access to the top players on all tours
It may also be necessary for a golf club to obtain certain planning permissions to host an
event, especially of the event is to take place in a National Park. An example comes from
Banff in Canada, where in 2009 the Fairmont Banff Springs Golf Course was competing to
host the 2010 TELUS World Skins Games, owned and operated by IMG. Part of those plans
involved a review process whereby the Banff National Park Special Evnts Public Advisory
Committee had to review an application from the Fairmont Banff Springs Hotel. A public
meeting was held in May 2009 where the proposal to host the tournament was put forward by
a hotel representative, followed by question and answer sessions with both the Committee and
general public. Although Parks Canada eventually gave its blessing to the proposed
tournament, the organizers decided to host it on Vancouver Island instead.
Even with the assistance with the event management company, a golf club or resort will have
the responsibility of ensuring the course itself is in prime condition for the event. The Royal
& Ancient (R & A), who are responsible for formulating the rules of golf has some
recommendations fot those responsible for setting up a course for events. These are
summarized below. The R&A also features short videos on its website showing how the
organization presented the Open Championship in july 2008 at Royal Birkdale, UK., which
saw 200,000 spectators on site over the week of golf, whilst protecting the wildlife and their
habitat.
THE IMPACT OF GOLF EVENTS
There is an increasing popularity amongst destinations for hosting sporting events in order to
generate immediate economic impact, increase future visitation, improve the image of the city
or country, or to disperse tourism activities in a wider region. The annual Abu Dhabi Golf
Championship, for example, has played a pivotal part in the city’s marketing strategy to boost
its golf tourism. A smaller community may have other motivations for hosting the event, such
as to provide local entertainment and to enhance community pride. However, the economic

45
impact is usually the primary motive. It was mentioned earlier that the financial contribution
of tournaments and endorsements was $1.7 billion for the USA in 2005. Table 8.2
summarizes the key indicators of this cluster in Europe, the Middle East and Africa for 2006.
the contribution was also over $1 billion, supporting approximately 4100 jobs which paid $
426 million in wages and contributed $518 million to GDP. Figure 8.5 shows the relative
contribution of tournaments and players endorsements to key economic measures of golf
tournaments cluster in the EMA region. In 2007, revenue from the 120 professional golf
tournaments in the EMA region amounted to $329 million. This figure includes the
broadcasting rights for the major tours.
Individually, golf events can have a significant economic impact on a local economy. Table
8.3 gives some examples. A variety of methods have been used to calculate these figures, but
normally the impact determined by visitor spending in hotel rooms, meals, transportation, and
shopping. It can be seen that major PGA events can generate vast sums of money. The 2005
Players Championship Tournament in Florida, for example, resulted in a a $95.8 million
dollar benefit for northeast Florida. There were about 72,000 attendees as well as 1267
players, caddies, officials, tv crew, marketing officials and family members. In addition to the
$ 95.8 million in output or gross sales revenues, other economic impacts were $ 40.7 million
on labour income, or net earnings, $6 million in indirect business taxes, and 1398 full- and
part-time jobs for northeast Florida.
Sometimes these calculations will take into account the economic impact on local charities
from the tournament proceedings. At 2004 report estimated that the 140,000 charitable events
involving more than 15 million participants raise almost $3 billion every year. The majority of
outings are conducted by the community-based charities and raise roughly $10,000 on
average. The PGA Tour of course generates much larger amounts for charities and raise
roughly $10,000 on average. The Crowne Plaza Invitational, for example, referred to above,
raised $ 6.6 million in total charitable contributions from the tournament, a 50 per cent
increase on the year before. PGA Director of Business Development, Travis Velichko says
“You could add all the other major sports together and it still wouldn’t compare with the
charitable contributions we make.”
The media exposure that the event receives can also have a significant long-term impact on
the host destination. The PGA Tour, Champions Tour and Nationwide Tour have TV
coverage on ABC, CBS, NBC, ESPN, the Golf Channel and the USA network and sell
broadcasts to 140 countries worldwide reaching a 240 million audience. Although it is
difficult to determine the long-term economic impact on media exposure from a golf event, it
is possible to calculate a media value based on advertising equivalency. For example, the
British Open in 2007 received 2172 hours of television and media coverage, with Carnoustie
area in particular receiving 171 hours of scenic, graphic and verbal exposure equivalent to $
51 million in gross media value. 47 per cent of this was delivered from North America and 23
per cent from the Asia Pacific region, significantly increasing the exposure of Carnousite
country in these areas. The 2009 Open in Turnberry was also well-received by television
viewers around the world, especially given 59 year-old Tom Watson’s heroics. Although
Turnsberry’s remote location in south Ayrshire means the R&A lose around &1.5 million in
spectators revenue compared to other revenues in Scotland (123,000 attended the 2009 event),
the organizers know how to popular the links is with television viewers.
Because of this potential value media exposure, destinations will make significant
investments in hosting an event. In 2006 for example, the Irish government spent $15 million
to stage and market the rider cup golf tournament, in an effort to reverse a five-year decline in

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