Golf Visitor Survey Year End 2007 VisitScotland 2007 Sports Marketing Surveys Ltd No part of this report may be reproduced or transmitted in any form or by any means, including photocopying, without the written permission of Sports Marketing Surveys Ltd, any application for which should be addressed to Sports Marketing Surveys Ltd. Written permission must also be obtained before any part of the report is stored in a retrieval system of any nature. Disclaimer Whilst proper due care and diligence has been taken in the preparation of this document, Sports Marketing Surveys Ltd cannot guarantee the accuracy of the information contained and does not accept any liability for any loss or damage caused as a result of using information or recommendations contained within this document.
Contents» Objectives Visitor Survey Objectives» Methodology» Executive Summary Pen Portraits» Golfer Background Sample Demographics» Today s Golf Booking» Current Trip» Accommodation» Expenditure» General 2
Objectives» The Scottish National Tourism Monitor has four business objectives: To inform the planning of golf marketing and golf development activities in Scotland To optimise marketing spend in the golf portfolio, both in the UK and internationally To inform golf course operators how their pattern of demand compares to others, allowing them to consider business development opportunities To give insight to the industry which will help maximise the economic impact of golf visitors to Scotland.» The core programme of research is divided into four areas: Benchmark surveys amongst participating venues Golf Tourist Visitor surveys during the main golf season (April to October) Visitor Rounds Played data collection Golf Pass operator performance analysis.» This report analyses responses from Golf Tourist Visitors for the full 2007 main golf season April to October. 3
Visitor Survey Objectives» The Golf Tourist Visitor programme for 2007 has focused on visiting the major Golf Tourism venues in each of the three periods of the season. Early Season April & May Main Season June, July & August Late Season September & October» Quotas on the basis of the Origin of the Visitor have been established for the year to enable increased segmentation analysis. The core quotas for the year are: USA 200 interviews Europe (excl. Sweden) 150 interviews Sweden 50 interviews Scottish Day Visitors 200 interviews Scottish Overnight 250 interviews Rest of UK / N.I. 500 interviews Eire 100 interviews Other / reserve 50 interviews» The total programme is 1,500 interviews for the Year. 4
Visitor Survey Objectives» The research programme amongst golf visitors will evaluate the characteristics of visitors to Scotland: Profile information How long they have played for Playing ability and handicap Booking patterns Awareness of marketing & booking channels Length of stay Accommodation & transport used Expenditure levels Frequency of taking golfing holidays Likelihood of being a visitor to other courses in Scotland in the future.» The information will provide VisitScotland with a comprehensive profile of the golf visitor to Scotland. 5
Methodology» Information gathered from 1,569 on course interviews» Interviews are carried out face-to-face with golfers after they have finished their round of golf.» Venues are contacted prior to a visit by the Sports Marketing Surveys researcher to assess a time suitable for the club, and also to try and ensure there will be visitors present.» Interviews were carried out at the weekend and also weekdays to be representative of the total visitor population.» Interviews took place during the months of May October» All Europe figures exclude Sweden Sweden has been assessed separately» Interviews were conducted at 75 courses see Appendix. 6
Executive Summary 7
Executive Summary» As the Home of Golf, Scotland continues to attract the most avid and better golfer. 65% of visitors played once a week or more 97% have played golf for more than 2 years 68% had a handicap of 18 or less.» The process of arranging their holidays is now based on their own or their group s own research with 64% either booking direct with the course, or allowing their group organiser to do the planning. However 5 of visitors from overseas still use Tour Operators to book their trips, and they are also popular among overseas visitors when researching their golf holidays.» Venues should be encouraged to accept online bookings and enquiries Whilst this is still not the most popular booking method, the Internet is the most popular research tool and is an increasingly popular and well-used resource world-wide, and as such would be used both by individuals booking directly with venues and by groups booking through Tour Operators.» Domestic UK visitors favour lower budget accommodation only 23% stayed in 4* & 5* hotels and Golf Resorts. Overseas visitors on the other hand, who book through Tour Operators and spend a lot more on all aspects of the trip, prefer higher end accommodation 81% of them staying in 4* & 5* hotels and Golf Resorts. 8
Executive Summary» Scotland delivers a great experience for visitors and it is appreciated more by those travelling from overseas than by domestic Scottish and UK visitors, who rated their overall golfing experience the lowest. The Courses and the Experience of Golf in Scotland are the 2 most positive aspects of golfers trips to Scotland, while the weather put a dampener on 33% of visitors enjoyment of their trip.» Those visitors who have travelled the furthest also stay the longest - and play the most courses. However, it is Swedish golfers who play the most rounds per course visited (2.0) and domestic Scottish golfers who play the most rounds per day day-trippers average 1.27 and overnight Scottish visitors 0.93. This may be a cultural issue as golfers from the USA for example are used to taking longer over their golf, but it does give venues the opportunity to try and market different areas of their business. US visitors are also more likely to want to experience cultural aspects other than golf.» There is a significant variation in the average expenditure per day from 79 by domestic Scottish visitors to around 300 by visitors from the USA.» Golf Tourism remains an important income generator for Scotland, and a significant amount of a golf trip expenditure is incurred within the Scottish boundaries. There are requirements to continue to deliver the experience value as in 2007 only 45% of those interviewed stated their break had exceeded their expectations. 9
Golfer Background 10
Sample Demographics 1 Origin 10 8 6 97% Overall Overnight Day tripper 43% 25% 27% 21% 3% 2% 3% 19% 14% 5% 7% 13% 9% Scotland Rest of UK Eire USA Sweden Rest of Europe Base: 1,546 1,158 overnight 387 day-trippers 23 respondents did not give their origin 1 respondent did not give their trip length 5% 7% Other 11
Sample Demographics Gender and Age Bases: (23 respondents did not give their origin) 669 319 36 218 80 146 76 1,567 Scotland Rest of UK Eire USA Sweden Rest of Europe Other Overall 10 9 8 7 6 5 3 1 88% Guide to reading this slide: The black line shows the overall average for the whole sample, with each bar denoting whether that variable is higher or lower than average, and by how much. 12% 11% 13% 3% 22% 31% Male Female > 24 25-34 35-44 45-54 55-64 65 + 12
Sample Demographics Handicap and Play Frequency Bases: (23 respondents did not give their origin) 669 320 36 218 80 146 77 1,565 Scotland Rest of UK Eire USA Sweden Rest of Europe Other Overall 10 9 8 7 65% 6 56% 5 3 27% 31% 1 8% 4% 5% 4% 0-4 5-9 10-18 19-36 No Handicap > once a week 1-4 times a month < once a month 13
Golfer Background 8 7 72% Type of Golf Break Golf is Main purpose Golf is Secondary Day Trip 73% 6 5 56% 52% 45% 53% 54% 47% 46% 51% 49% 3 25% 28% 27% 19% 1 3% Scotland Rest of UK Eire USA Sweden Rest of Europe Bases: 669 319 36 218 80 146 77 23 respondents did not give their origin 1% Other 14
Golfer Background In what capacity are you playing today? 10 Scotland overnight Scotland day-trip Rest of UK Eire USA Sweden Rest of Europe Other Overall 9 8 7 6 5 49% Bases: (23 respondents did not give their origin) Overall: 1,563 Scotland overnight: 292 Scotland day-trip: 374 Rest of UK: 320 Eire: 35 USA: 216 Sweden: 80 Rest of Europe: 146 Other: 77 3 1 21% 13% 9% 6% 2% Guest of a member Individual green fee Group (<10) Group (10-20) Group (20+) Golf Pass user 15
Golfer Background Regularity of specific golf breaks? 6 Scotland overnight Scotland day-trip Rest of UK Eire USA Sweden Rest of Europe Other Overall 5 3 Bases: (23 respondents did not give their origin) Overall: 1,567 Scotland overnight: 293 Scotland day-trip: 374 Rest of UK: 320 Eire: 36 USA: 218 Sweden: 80 Rest of Europe: 146 Other: 77 31% 16% 1 9% 12% 7% Never < once a year Once a year Twice a year 3 times a year 4 times a year 16
Today s Golf 17
Today s Golf - Booking How was today s booking made? 6 5 3 45% 31% 24% 29% 5 Total UK incl. Scotland & Eire Overseas 14% 19% 12% 17% 1 Group organiser Direct with course Base: 1,569 UK incl. Scotland & Eire: 1,025 Overseas: 521 23 respondents did not give their origin 3% Tour operator Through member 3% 4% 3% Own club pro 2% 2% 1% On the day Visitors from overseas (5) are more likely to use tour operators to book their golf 18
Today s Golf - Booking If booked directly with the course, how? 8 7 6 5 61% 69% 49% Total UK incl. Scotland & Eire Overseas 3 1 3 22% 23% 15% 14% 13% 6% 6% 4% 4% 4% Telephone Email In Person Online Fax 3% Base: 361 UK incl. Scotland & Eire: 284 Overseas: 70 7 respondents did not give their origin 19
Today s Golf - Booking When did you book today s golf? 3 Total UK incl. Scotland & Eire 3 27% 37% Overseas 18% 16% 22% 21% 18% 22% 1 2% 2% 1% Today 5% 3% 3% 3% 3% 1% Last few days 12% 9% 3% 1 A week ago A month ago 1-3 months ago 3-6 months ago More than 6 months ago 8% 1% When booking break 8% 9% 6% Don't know Base: 1,538 UK incl. Scotland & Eire: 1,002 Overseas: 514 22 respondents did not give their origin Visitors from overseas (37%) are more likely to book their golf in excess of 6 months in advance 20
Today s Golf Have you played this course before? 8 7 6 Total UK incl. Scotland & Eire Overseas 55% 69% 5 46% 3 1 18% 18% 15% 12% 13% 1 11% 9% 8% 9% 3% On this trip Within last year Within last 5 years More than 5 years ago Base: 1,567 UK incl. Scotland & Eire: 1,023 Overseas: 521 23 respondents did not give their origin 5% Never 69% of overseas respondents had never before played the course at which they were interviewed 21
Today s Golf How many rounds are you playing today? 10 9 8 7 6 5 3 1 32% 68% Total 43% 57% Scotland overnight 27% 73% Scotland day-trip 44% 56% 31% 69% 22% 78% 6 8 Rest of UK Eire USA Sweden Rest of Europe Bases: (1,564) (294) (374) (320) (36) (218) (79) (143) (77) 23 respondents did not give their origin 9% 91% Other Two One 78% of visitors from the USA play only one round per day compared to 44% of visitors from the UK (excluding Scotland) who play two 22
Today s Golf How would you rate today s overall golfing experience? Respondents were asked to rate today s golfing experience from 1-5, where 1 = Very Poor and 5 = Very Good 10 8 4.18 4.00 3.87 4.12 4.75 4.55 4.39 4.43 4.60 5.00 4.00 Very Good Good 6 3.00 Average Poor 2.00 Very Poor Total Scotland Scotland Rest of Eire USA Sweden Rest of Other overnight day-trip UK Europe Bases: 1,560 294 374 320 36 216 76 145 77 22 respondents did not give their origin 1.00 Mean Only 34% of Scottish golfers rated their experience as very good compared to 86% of visitors from Eire and 64% of visitors from the USA. Overall, with a score of 4.75 out of a possible 5, visitors from Eire rated their golf the highest. 23
Today s Golf Did you visit the course website? 7 6 5 59% 3 1 24% 44% 44% 29% 41% 25% Overall 32% Scotland Scotland daytrip Rest of UK Eire USA Sweden Rest of Other overnight Europe Bases: (293) (375) (320) (36) (218) (80) (146) (77) Overall: (1,567) 23 respondents did not give their origin Only 29% of USA and 22% of Scottish visitors viewed the club website prior to playing the course 59% of visitors from Sweden visited the website 24
Current Trip 25
Current Trip 10 9 9.4 How many golfers and non-golfers are there in your group? 8 7.8 7.7 Golfers 7 6 5.6 5.4 6.2 Non-golfers 5 4.7 4.6 Ave Golfers 4 3 Ave Non-golfers 2 1 1.4 1.7 0.4 1.6 0.9 0.9 1.1 1.3 0 USA Other Eire Rest of Europe Rest of UK Sweden Scotland Bases: (216) (77) (34) (143) (304) (80) (286) Overall: (1,163) Overnight Visitors only 23 respondents did not give their origin 26
Current Trip Are you only visiting courses in Scotland? 93% of all visitors were only visiting courses in Scotland. The remaining 7% were split quite evenly between visitors from the USA (32%), England and Wales (3) and Other origins (21%) with only very small samples from the other origins. The other destinations visited by the golfers from the USA, England and Wales and Other origins were as follows: 10 8 6 51.9% 92. 72.2% USA England & Wales Other Bases: 27 25 18 22.2% 18.5% 27.8% 7.4% 7.4% 11.1% 8. England Eire Northern Ireland Europe Elsewhere Wales 27
Current Trip How many courses will you visit and how many rounds of golf will you play in Scotland? 8 7 7.3 7.0 6.5 6 5 4 3 4.8 4.7 3.7 5.5 3.3 3.1 4.2 5.5 4.7 4.3 3.4 2.6 2.4 Courses Visited Rounds Played Ave Courses 2 1 Ave Rounds 0 USA Other Rest of Europe Sweden Eire Rest of UK Scotland Bases: (216) (76) (143) (80) (34) (304) (286) Overall: (1,162) Overnight Visitors only 23 respondents did not give their origin Golfers from the USA visit the most courses and play the most rounds on their trip to Scotland; each of them averaging 4.8 and 7.3 respectively. Golfers from Sweden (2.0) and the Rest of the UK (1.8) play the most rounds per course visited. 28
Current Trip How long is this golf break? 14 12 10 12.3 10.0 Nights Mean 8 6 7.6 7.1 5.4 5.3 4.6 7.0 4 2 0 Other USA Rest of Europe Sweden Rest of UK Eire Scotland Bases: (76) (216) (143) (80) (304) (34) (286) Overall: (1,162) Overnight visitors only 23 respondents did not give their origin 29
Current Trip 10 9 8 7 6 5 3 1 3.29 Total Scotland Rest of Eire USA Sweden Rest of Other UK Europe Bases: 1,161 286 304 34 215 80 143 76 Overnight visitors only 23 respondents did not give their origin Of overseas visitors, those from Eire (3.35), the USA (3.33) and Other origins (3.34) are most likely to return. 44% of Swedish visitors had no plans to return as yet, leaving them with only 2.85 out of 4. Overall, with a score of 3.60, domestic Scottish visitors are most likely to take another golfing short break. 3.60 Will you take another trip to Scotland? Respondents were asked how likely they were to return to Scotland in the future. The results have been rated with from 1-4 where 1 = Definitely Not and 4 = Yes, Definitely 3.10 3.35 3.33 2.85 3.15 3.34 4 3 2 1 Yes, Definitely Yes, Hope to in the Future No Plans As Yet Definitely Not Mean 30
Accommodation 31
Accommodation Staying in one place or moving around? Stayed in one place Moved around 10 8 28% 8% 11% 12% 19% 52% 68% 6 92% 89% 88% 72% 81% 6 48% 32% Total Scotland Sweden Eire Rest of UK Rest of Europe Bases: (1,151) (283) (79) (33) (302) (143) (213) (75) Overnight Visitors only 23 respondents did not give their origin USA Other 32
35% 3 25% 15% 1 5% Base: 1,157 respondents gave at least one answer UK incl. Scotland & Eire: 623 Overseas: 511 Overnight visitors only 23 respondents did not give their origin Accommodation Type of Accommodation? Total UK incl. Scotland & Eire Overseas 1 & 2* Hotel 3* Hotel 4* Hotel 5* Hotel Golf resort B&B/Guest house Self catering Caravan/Camping Staying with family/friends Second home Other Domestic visitors can clearly be seen to prefer the lower-end accommodation while visitors from overseas tended to prefer 4* and 5* hotels and golf resorts. 33
Accommodation 6 5 How book accommodation? Total UK incl. Scotland & Eire Overseas 37% 3 25% 16% 1 Group Leader Tour Operator Personally - telephone Base: 1,043 respondents gave at least one answer UK incl. Scotland & Eire: 552 Overseas: 470 Overnight visitors only 21 respondents did not give their origin 5% Personally - email 4% Personally - online 2% Personally - post/fax Personally - previous visit 3% Other Overseas visitors are more likely to have booked their accommodation through a tour operator or by email than their domestic counterparts. 34
Accommodation How did you travel to Scotland? Plane 67.7% Hire car 26.6% Own car 26.6% Coach/mini-bus 21.4% Other 6.8% Ferry 5.4% Train 5.3% Bus 4.9% 1 3 5 6 7 8 Percentage of Respondents Base 869 (excluding Scots visitors) Overnight visitors only NB. Respondents were able to give more than one answer 35
Expenditure 36
Expenditure (average) 3,500 3,000 10.0 12 10 2,500 2,000 1,500 1,000 4.6 5.4 5.3 7.1 7.6 8 6 4 Average No. days 500 1.0 2 0 Scotland daytrip Scotland overnight Rest of UK Eire USA Sweden Total 93 359 832 639 2,925 1,495 1,254 Travel to Scotland 0 0 72 105 600 231 178 Total Spend less Travel 93 359 760 534 2,325 1,264 1,076 Average per day in Scotland 93 79 140 101 232 178 142 Average No. days 1.0 4.6 5.4 5.3 10.0 7.1 7.6 Rest of Europe 0 NB. Other than specific Scotland day-tripper figures, all data refers to Overnight visitors only 37
Expenditure Scotland day-trip Expenditure (average) Scotland overnight Rest of UK Eire USA Sweden Rest of Europe Total expenditure 93 711 832 639 2,925 1,495 1,254 Green fees - if separate 64 196 235 160 749 375 211 Food & Drink 29 160 130 109 357 200 190 Travel in Scotland 14 52 50 21 170 70 70 Travel to Scotland - - 72 105 600 231 178 Total expenditure excl. Travel to Scotland 93 711 760 534 2,325 1,264 1,076 Accommodation - if separate - 247 259 448 774 463 393 Other - 251 325 333 1,259 733 677 Expenditure Day Trippers Over nighters Total expenditure 94 1,291 Green fees - if separate 64 248 Food & Drink 29 178 Travel in Scotland 15 64 Travel to Scotland 26 226 Total expenditure excl. Travel to Scotland 68 1,065 Accommodation - if separate - 306 Other - 384 Total Expenditure Bases: Scotland day-trip 314 Scotland overnight 237 Rest of UK 272 Eire 22 USA 116 Sweden 65 Rest of Europe 83 Day Trippers 325 Overnighters 823 NB. Figures in red denote sample sizes smaller than 15 people. 38
General Golf 39
Other 9 8 7 6 5 3 1 40 Golf Passes General Key influences in choosing Scotland 3rd Influence 2nd Influence 1st Influence Previous experience Good price Friend / family recommendation Easy accessibility from home Open Championship Venues Tour operators Club Pro recommendation Good literature / brochure advertising Golf magazines Internet National Tourist Board Information Reputation as a golfing destination Bases: 1 st 1,158 2 nd 1,156 3 rd 1,142
General Did the trip match your expectations? 10 9 8 7 6 5 3 1 45% 55% 35% 36% 64% 64% 52% 55% 49% 46% Total Scotland Rest of UK Eire USA Sweden Rest of Europe Bases: 1,149 283 304 33 213 77 141 Overnight visitors only 23 respondents did not give their origin 34% 66% 57% 43% Exceeded Met Below 66% of Swedish visitors felt that the trip met their expectations and 55% of USA visitors felt expectations were exceeded. 41
General What would persuade you to take a last minute golf break? 5 45% 35% 3 25% Scotland overnight Scotland day-trip Rest of UK Eire USA Sweden Rest of Europe Other Overall 32% 25% 18% Bases: (23 respondents did not give their origin) Overall: 1,562 Scotland overnight: 292 Scotland day-trip: 373 Rest of UK: 312 Eire: 34 USA: 217 Sweden: 78 Rest of Europe: 146 Other: 77 15% 13% 12% 1 5% 9% 9% 5% Particularly good golf course Easy accessibility from home All inclusive package Family - friendly venue Renowned hotel Golf event in the area Special offer Don t know Golf Pass Offer NB Respondents could give more than one answer Other reasons not split out include: Going with friends/family, Holiday, Nothing, For a change, Other activities included, More time, Peaceful location 42
General What sources do you use for researching and booking a golf break? Book Research 7 6 5 61% 58% 59% 53% 48% 52% 45% 57% 36% 35% 3 22% 23% 1 4% Internet Friends Telephone Word of Mouth Golf Club / Pro Magazines Local Press Tour Operator / Travel Agent 7% 6% Bases: Book 1,557 Research 1,563 (All respondents) NB Respondents could give more than one answer 43
General Most positive aspect of trip? Golf Courses 4% 1% 4% 3% 1% 5% 46% Experience of golf in Scotland The Scottish Welcome Weather Accommodation 5% Food & Drink Scenery 21% Peaceful Others Base: 1,521 (All respondents) 44
General Most negative aspect of trip? Weather Nothing 3 33% Directions/Traffic Costs Food & Drink 1% 2% 3% 3% 3% 25% Accommodation Busy Courses Others Base: 1,425 (All respondents) 45
General Have you visited the visitscotland.com/golf website? 45% 35% 3 25% 15% 1 5% 34% Scotland overnight 3 3 Scotland daytrip 25% 26% 39% 18% Rest of UK Eire USA Sweden Rest of Europe Bases: (285) (371) (315) (36) (213) (79) (141) (73) Overall: (1,535) (All respondents) 22 respondents did not give their origin 26% Other Overall 29% Swedish visitors prove to be the most enthusiastic researchers, with 39% of them having viewed the visitscotland.com/golf website 46
General Have you seen The Official Guide to Golf? 6 5 Overall 47% 3 46% 55% 53% 56% 34% 37% 51% 1 Scotland overnight Scotland daytrip Rest of UK Eire USA Sweden Rest of Europe Bases: (293) (372) (316) (36) (217) (79) (145) (76) Overall: (1,552) (All respondents) 23 respondents did not give their origin Other Visitors from the USA (56%) were most likely to have been shown/seen a copy of the Official Guide to Golf 47
Appendices 48
Appendices Today s Golf - Booking How was today s booking made? 8 Bases: 7 Scotland overnight (294) Scotland day-trip (375) 6 Rest of UK (320) Eire (36) 5 USA (218) Sweden (80) Rest of Europe (146) 3 24% Ot her Overall (77) (1,569) 19% 12% 23 respondents did not give their origin 10 % 3% 2% Group organiser Direct with course Tour operator Through member Own club pro On the day 49
Appendices Today s Golf - Booking If booked directly with the course, how? 8 7 6 5 61% Bases: (79) (120) (85) (24) (29) (17) (361) Scotland overnight Scotland day-trip Rest of UK & Eire USA Rest of Europe Other Overall 3 22% 7 respondents did not give their origin 15% 10 % 6% 4% Telephone Email In Person Online Fax NB. Eire (Base = 3) included within UK and Sweden (Base = 4) included with Rest of Europe 50
Appendices Today s Golf - Booking When did you book today s golf? 8 Bases: 7 (286) (367) Scotland overnight Scotland day-trip (313) Rest of UK 6 (36) Eire (216) USA 5 (80) (144) Sweden Rest of Europe 3 (74) Other (1,538) Overall 7 respondents did not give their origin 21% 3 16 % 16 % 10 % 8% 9% Up to a week ago A month ago 1-3 months ago 3-6 months ago > 6 months ago Don't Know/ When booked break 51
Appendices Today s Golf Have you played this course before? 9 8 7 6 5 Bases: (294) Scotland overnight (374) Scotland day-trip (319) Rest of UK (36) Eire (218) USA (80) Sweden (146) Rest of Europe (77) Other (1,567) Overall 23 respondents did not give their origin 55% 3 10 % 10 % 13 % 15% 8% On this trip Within last year Within last 5 years M ore than 5 years ago Never 52
Appendices Today s Golf 1 Reasons for visiting the club s website Bases: 10 (58) (86) Scotland overnight Scotland day-trip (139) Rest of UK 8 86% (16) (62) (47) Eire USA Sweden 6 (59) (19) Rest of Europe Ot her (493) Total 31% 24% 7 respondents did not give their origin 11% 7% 6% General Club Information Directions Dress Code Pricing Information Accommodation /Other Booking Information NB Respondents could give more than one answer 53
Appendices - Current Trip When did you book your trip? 8 7 6 Scotland Rest of UK Eire USA Bases: 23 respondents did not give their origin (285) (301) (34) (215) 5 Sweden (79) Rest of Europe Other (143) (76) 39% Overall (1,156) 3 25% 11% 1 3% 2% < 1 month ago 1-3 months ago 3-6 months ago 6 months - 1 year Overnight visitors only ago More than 1 year ago Don't know 54
Appendices - Current Trip When did you start researching it? 6 Bases: 23 respondents did not give their origin Scotland (285) 5 Rest of UK (303) Eire (34) USA Sweden (215) (80) 39% Rest of Europe (143) 3 Other (76) Overall (1,159) 24% 19% 1 9% 7% 3% < 1 month ago 1-3 months ago 3-6 months ago 6 months - 1 year Overnight visitors only ago More than 1 year ago Don't know 55
Appendices - Accommodation Where are you staying? 1 Bases: 10 Scotland Rest of UK (286) (304) Eire (33) 8 6 5 USA Sweden Rest of Europe Other Total (213) (80) (143) (75) (1,157) 25% 23 respondents did not give their origin 17% 8% 11% 1% 1*, 2* & 3* Hotels 4* & 5* Hotels and Resorts B&B/Guest House Self Catering/Camping Friends/Family/2nd Home Other Overnight visitors only NB Respondents could give more than one answer 56
Appendices - Accommodation Staying in one place or moving around by type of accommodation? 10 8 28% 18% Stayed in one place 49% Moved around 33% 3 1 64% 6 72% 82% 67% 7 9 51% 36% Total 1*, 2* & 3* Hotels 4* & 5* Hotels and Resorts B&B/ Guest House Self Catering/ Camping Friends/ Family/ 2nd Home Bases: 1,151 196 333 293 96 130 11 NB. Overnight Visitors only Other 57
Appendices - Accommodation 10 8 4% 4% 6% 18% 4% 11% 23% How booked by type of accommodation? 6% 6% 16% 6% 13% 4% 8% 24% 6% 6% 19% 33% Other Personally - post/fax 6 28% 14% 52% 6 11% 26% 31% 11% 11% Personally - online Personally - email 14% 22% Personally - telephone 41% 5 25% 29% 51% 32% 38% 22% Tour Operator Group Leader Total 1*, 2* & 3* Hotels 4* & 5* Hotels Golf Resorts B&B/ Guest House Self Catering/ Camping Friends/ Family/ 2nd Home Bases: 1,041 195 328 238 282 93 16 9 NB. Overnight Visitors only Other 58
Appendices - General What sources do you use for researching golf or a golf break? Scotland overnight Scotland day-trip Rest of UK Eire USA 9 Sweden Rest of Europe Other Overall NB Respondents could give more than one answer 8 7 6 5 61% 59% 57% 52% 36% Bases: (22 respondents did not give their origin) Overall: 1,563 Scotland overnight: 293 Scotland day-trip: 372 Rest of UK: 320 Eire: 36 USA: 218 Sweden: 79 Rest of Europe: 146 Other: 77 3 23% 1 7% 4% 9% Internet Friends Magazines Word of Mouth Golf Club / Pro Tour Operator / Travel Agent Local Press Telephone Other Swedish golfers can be seen to be keen researchers, while Tour Operators are generally favoured by visitors from overseas/further afield. 59
Appendices - General What sources do you use for booking golf or a golf break? Scotland overnight Scotland day-trip Rest of UK Eire USA Sweden Rest of Europe Other Overall 9 Bases: (23 respondents did not give their origin) 8 Overall: 1,557 Scotland overnight: 290 7 Scotland day-trip: 372 Rest of UK: 320 6 58% Eire: 36 53% USA: 217 Sweden: 78 48% 5 45% Rest of Europe: 144 Other: 77 35% 3 22% 1 6% Internet Friends Telephone Word of Mouth Golf Club / Pro Magazines Local Press NB Respondents could give more than one answer 60
Appendices - General Most positive and negative aspects of the trip breakdown of Others Other Positive Aspects % Other Negative Aspects % Other unspecified 1.4% Other unspecified 23.7% See family/friends 1.4% Litter/graffiti 0.6% Other attractions 0.5% The Scottish Welcome 0.6% Costs 0.5% Not long enough/needed more time 0.6% Famous events in the area 0.3% Playing badly 0.5% Scottish culture 0.2% Golf courses 0.4% Good day out 0.1% Transport Links/Public Transport 0.4% Regular flights 0.1% Parking 0.4% Use of golf passes 0.1% Exchange rate 0.4% Playing well 0.1% Lack of nightlife/too quiet 0.4% Like Scotland 0.1% Experience of Golf in Scotland 0.3% Good area for holiday 0.1% Midges 0.3% Good company 0.1% Tough courses 0.2% Time off work 0.1% Tee times 0.2% Play somewhere different 0.1% Need more driving ranges 0.1% School holidays - very busy 0.1% Noisy/rowdy/busy pubs 0.1% Understanding Scottish accent 0.1% Lack of facilities for talented players 0.1% Busy caravan sites 0.1% Flight delays 0.1% Poor health 0.1% 61
Courses where interviews took place - 75 Appendices Central - 6 Highlands - 11 South East - 9 Glenbervie Aviemore - Spey Valley Archerfield Lanark Boat of Garten Braids 1 Lennox Brora Craigelaw Loch Lomond Forres Dalmahoy The Carrick Fortrose & Rosemarkie Gullane No. 1 Westerwood Inverness Gullane No. 2 Lossiemouth - Moray Kilspindie Heartlands - 20 Nairn - County Longniddry Nairn - Dunbar North Berwick Crail Blairgowrie - Rosemount Royal Dornoch Carnoustie Championship Tain South West - 16 Barassie Downfield Belleisle North East - 13 Fairmont - Devlin Darley Fairmont - Torrance Aberdeen - Balgownie Dundonald Forfar Aberdeen - Silverburn Fullerton Gleneagles PGA Cent. Alford Glasgow Gailles Gleneagles Queens Ballater Irvine Bogside Kingsbarns Banchory Lochgreen Montrose - Medal Banff Prestwick Murrayshall - Championship Cruden Bay Prestwick - St. Nicholas Murrayshall - Lynedoch Inchmarlo Royal Troon - Old Panmure Insch Royal Troon - Portland St. Andrews - The Dukes Inverurie Seafield St.Andrews - Links - Eden Newmacher Turnberry - Ailsa St.Andrews - Links - Jubilee Old Meldrum Turnberry - Kintyre St.Andrews - Links - New Royal Aberdeen Western Gailles St.Andrews - Links - Old St.Andrews - Links - Strathyrum 62
Appendices Local golf clubs 13.5% europeantour.com 1.7% My own club 10. nevadabobs.com 1.7% golftoday.co.uk 3.4% TaylorMade 1.7% golfgolfgolf.com 3.2% Titleist 1.6% americangolf.com 3.2% golflinks.co.uk 1.4% callawaygolf.com 2.9% scottishgolf.com 1.1% ebay.com 2.8% golfbidder.com 1.1% Ping 2.7% tee-times.com 1.1% golfonline 2.7% wilson 1. golfbreaks.com 1.9% county golf 1. uk-golf.co.uk 1. Base: 1544 Top Websites Visited 63