ABSTRACT
After becoming a very popular sport in the UK and Ireland, a fast-growing interest in golf has been taking place in some continental European countries during the last decade (1990–2000), particularly in Sweden. This is also the case in Austria, Belgium, France, Spain and especially Germany, where the participation rate in golf of the population has grown almost three-fold over that period. This illustrates the existence of a huge demand for golf.
This paper interprets these trend figures in two ways, with a view to arriving at forward projections. Firstly, a golf diffusion model is presented, based on the dynamic development of golf across the main golf playing countries, and considering the current characteristics of the German market in that context. Secondly, a unique and comprehensive sample survey was conducted of 1,000 golfers, 1,000 non-golfers and 200 golf clubs to estimate the volume of potential interest. This analysed interest by ‘soft’ factors (past experience, intrinsic interest) and ‘hard’ factors (specific intentions, planned club membership) and also the main impediments to participation.
An underlying potential for 800,000 new golfers in two years was revealed, but only if the barriers to participation were removed in that period. This is many times greater than the current growth rate and the one that would represent German golf development in accordance with the historic national and international diffusion of the sport. The difference is therefore a measure of the possible demand which could be realised if appropriate marketing strategies were adopted by the golf sector which helped to eliminate the barriers to participation. Principal amongst these were found to be the exclusive image of golf and the lack of accurate information, with the provision of additional public golf courses also important.
