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A Slice of Tourism: the Nature, Dimensions and Geographies of International Golf Tourism in New Zealand

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A Slice of Tourism: the Nature, Dimensions and Geographies of International Golf Tourism in New Zealand A Slice of Tourism: The Nature, Dimensions and Geographies of International Golf Tourism in New Zealand By Chris Gazley Victoria University 2010 A thesis submitted to the Institute of Geography, Victoria University of Wellington in fulfilment of the requirement for the degree of Master of Science i Acknowledgements I would like to thank everyone who helped me during my long year of writing this thesis. Thank you to my supervisor, Richard Willis for his guidance and many hours spent on this; to Sophia for also helping with ideas, proof reading and for motivation when I needed it; to Conway for helping with all things to do with computers and finally to all research participants for their thoughts. This thesis would not have been possible without them. ii Abstract Tourism is one of the largest and fastest growing industries in the world and for New Zealand it is the most important industry along with dairy. Of the 2.5 million tourists who visit New Zealand each year, it is estimated that around 65,000 (3%) of visitors will play at least one game of golf while in the country. New Zealand’s profile as a golfing destination has increased in recent years and now boasts a number of the worlds top ranked courses. This, along with the low cost of playing golf in New Zealand has made it an attractive golfing destination. This thesis aims to gain a greater insight into the nature and dimensions of the golf tourism industry in New Zealand and of those who visit. This research was conducted through a range of interviews with 19 stakeholders in the golf tourism industry, as well as a golfer’s questionnaire to which 44 international visitors responded. This research has found that international golf tourism plays an important role for many golf courses throughout New Zealand and the number of visitors is on the rise. These visitors tend to be wealthier and spend more money than the average tourist during their stay and so the benefits of increasing this market go beyond what is spent on the golf course alone. However, New Zealand must first overcome a number of barriers if international golf tourism is to reach its full potential. The key barriers to growth are New Zealand’s geographic isolation, the large distances between New Zealand’s top courses, competition from other golfing destinations and a lack of marketing to increase the awareness of New Zealand as a golfing destination. iii Table of Contents Acknowledgements .............................................................................................. ii Abstract ................................................................................................................. iii List of Tables ....................................................................................................... vi i List of Figures .................................................................................................... vii i Chapter 1 - Introduction ...................................................................................... 1 Chapter 2 - Aim and Objectives ......................................................................... 6 2.1 Aim ................................................................................................................. 6 2.2 Scope .............................................................................................................. 6 2.3 Objectives ....................................................................................................... 6 Chapter 3 - Methodology ..................................................................................... 8 3.1 The Interviews ............................................................................................... 8 3.2 Sampling Strategy .......................................................................................... 8 3.3 Interview Technique ...................................................................................... 9 3.4 The Golfer’s Questionnaire ......................................................................... 10 Chapter 4 – Literature Review .......................................................................... 13 4.1 Golf Tourism ................................................................................................ 17 4.2 Economic Impacts of Golf Tourism ............................................................ 20 4.2.1 The Economic Impacts of Golf in the United States ................................ 20 4.2.2 Economic Impact in Europe, The Middle East and Africa ..................... 21 4.3 Golf Tourist’s Behaviour, Motivations and Demographics ....................... 27 4.4 The Recession ............................................................................................... 34 4.5 Summary ...................................................................................................... 35 Chapter 5 - Golf and Tourism in New Zealand .............................................. 37 5.1 The Cost of Playing Golf in New Zealand ................................................... 40 5.2 Golf Tourism Data for New Zealand .......................................................... 42 5.3 The Economic Benefits of Golf Tourism in New Zealand .......................... 46 Chapter 6 - Golf Tourism in New Zealand: Interview and Questionnaire Results .................................................................................................................. 49 6.1 Golf Course Views ....................................................................................... 49 6.2 Golf Course Marketing ................................................................................ 51 6.3 Golf Tourism Cluster ................................................................................... 52 6.4 Country of Origin ........................................................................................ 55 6.5 Golf Tours in New Zealand ......................................................................... 56 6.6 Demographics and Spending Habits ........................................................... 62 6.7 Where Golf Tourists Visit ........................................................................... 66 6.8 The Seasonality of Golf Tourism ................................................................. 68 6.9 Golfing Characteristics ................................................................................ 70 6.10 Summary .................................................................................................... 71 Chapter 7 - Golf and the Recession in New Zealand ................................... 72 7.1 Summary ...................................................................................................... 77 Chapter 8 - Discussion ...................................................................................... 78 8.1 The Issues ..................................................................................................... 78 8.2 Geographical Isolation ................................................................................. 79 8.3 Spatial Variance ........................................................................................... 80 8.4 Competition .................................................................................................. 83 iv 8.5 Lack of Marketing ....................................................................................... 84 8.6 Comparisons and Definitions ..........................................................................89 Chapter 9 - Conclusion ...................................................................................... 90 9.1 Areas for Future Research .......................................................................... 92 v List of Tables Table 1: Top 10 countries in terms of golf courses per capita – 2007 3 Table 2: Economic Impact of Golf Related Travel 21 Table 3: Total Number of Golf Courses in Europe, 1990 and 2008 23 Table 4: Origin of golf tourists and general tourists visiting Australia 28 Table 5: Weather Comparisons for Golfing Destinations throughout the World 31 Table 6: Core Golfers in the US – Spending Effects of the Recession 35 Table 7: Average Cost of Playing at New Zealand Golf Courses 41 Table 8: Total spending by international golfers in New Zealand 46 Table 9: Baggage Allowance when flying into New Zealand 50 Table 10: Visitor Numbers and Origin to Courses in New Zealand 50 Table 11: The Percentage of Golf Tourists vs Total Tourist Arrivals 56 Table 12: Positive and Negative Attributes of Golf Tourist’s time in New Zealand 60 vi List of Figures Figure 1: International Arrivals to New Zealand (1950s – 1990s) 1 Figure 2: Sports Visitors to New Zealand per year: 2003-2008 average 2 Figure 3: An overview of the structure of this thesis 5 Figure 4: Total International Arrivals 1950-2008 13 Figure 5: The Tourism System 15 Figure 6: The Small World of Golf Tourism Literature 17 Figure 7: Golf Tourist Continuum 19 Figure 8: Monte-Rei Golf and Country Club in Portugal – A Jack Nicklaus Design 24 Figure 9: The 18 th Hole at St Andrews, the world’s oldest surviving golf club 25 Figure 10: Origins of Golf Visitors to Victoria, Australia 28 Figure 11: Factors influencing Travel to a Golfing Destination 29 Figure 12: Temperature and Rainfall in Golfing Destinations 31 Figure 13: Sunshine Hours in Golfing Destinations 31 Figure 14: Spending of Golf Tourists in the EMA Region 33 Figure 15: New Zealand’s Yearly Sports Participation Rates 37 Figure 16: Millbrook Resort, Queenstown
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