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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 ‘Advert ising 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/Documents/Doc2_CaracterizacaoGolfePortugal.pdf 5 This data is concerned to European golf travel. Information available in http://www.turismodeportugal.pt/Portugu%C3%AAs/turismodeportugal/publicacoes/Documents/Golfe%202006.pdf 6 Our Portuguese ‘silent partner’, “Benamor Golf “ is an successful example on this segment. 7 Information available in http://www.turismodeportugal.pt/Portugu%C3%AAs/AreasAtividade/ProdutoseDestinos/Documents/Doc2_CaracterizacaoGolfePortugal.pdf 8 This data is concerned to European golf travel. Information available in http://www.turismodeportugal.pt/Portugu%C3%AAs/turismodeportugal/publicacoes/Documents/Golfe%202006.pdf

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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 http://www.turismodeportugal.pt/Portugu%C3%AAs/AreasAtividade/ProdutoseDestinos/Documents/Doc2_CaracterizacaoGolfePortugal.pdf 5 This data is concerned to European golf travel. Information available in http://www.turismodeportugal.pt/Portugu%C3%AAs/turismodeportugal/publicacoes/Documents/Golfe%202006.pdf 6 Our Portuguese ‘silent partner’, “Benamor Golf “ is an successful example on this segment. 7 Information available in http://www.turismodeportugal.pt/Portugu%C3%AAs/AreasAtividade/ProdutoseDestinos/Documents/Doc2_CaracterizacaoGolfePortugal.pdf 8 This data is concerned to European golf travel. Information available in http://www.turismodeportugal.pt/Portugu%C3%AAs/turismodeportugal/publicacoes/Documents/Golfe%202006.pdf 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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11 Information available in http://www.turismodeportugal.pt/Portugu%C3%AAs/AreasAtividade/ProdutoseDestinos/Documents/Doc2_CaracterizacaoGolfePortugal.pdf 12 This data is concerned to European golf travel. Information available in http://www.turismodeportugal.pt/Portugu%C3%AAs/turismodeportugal/publicacoes/Documents/Golfe%202006.pdf 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

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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 http://www.turismodeportugal.pt/Portugu%C3%AAs/AreasAtividade/ProdutoseDestinos/Documents/Doc2_CaracterizacaoGolfePortugal.pdf “Golfe”, available in http://www.turismodeportugal.pt/Portugu%C3%AAs/turismodeportugal/publicacoes/Documents/Golfe%202006.pdf “Golfe e Turismo Residencial”, neoturis, consultoria em Turismo, 2006 GUIDELINES FOR THE MINISTRY OF TOURISM’S SUPPORT TO PROMOTE GOLF TOURISM,

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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

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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.

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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…).

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• 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.

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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.

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• 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 OF TYPE OF TYPE OF TYPE OF

PLAYERSPLAYERSPLAYERSPLAYERS

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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

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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

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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 ?

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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.

Lecture Outline/Structure:

5. Introduction.

6. Golf’s Sustainable Development.

7. Quality and Environmental Management Systems.

Key Terms:

Golf

Sustainable Development

Quality and Environmental Management Systems.

Lecture Content (detailed):

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´.

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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.

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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:

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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).

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• 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.

Lecture Outline/Structure:

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.

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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;

Lecture Content (detailed):

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

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industry. From http://archive.clubnewsmaker.net/ngfdashboard/www.clubnewsmaker.net/ngfdashboard/e_article002256377.html/

+ http://www.cmaeurope.org/upload/documents/webpage/Student/KPMG%20The%20Economic%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

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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

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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

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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

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• 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

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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!!

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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

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(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.

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• 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:

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• 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

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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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North America visitors. Television ads appeared on US tv channel such as CBS and the golf channel. The Ryder Cup was expected to generate about $125 million in business through tv rights, merchandise, tickets and sponsorship. It is not uncommon for destination marketing organizations to be involved in sponsoring such high profile events. The end-of-chapter case study discusses the European Senior Tour event in Mallorca, Spain, where the Mallorcan tourism board, IBATUR, came to table with the prize money and the sanction fee with the tour. Also the snapshot above describes how the Korean Tourism organization decided to host a PGA tour event in Korea, a solution to help solve the tourism imbalance and to encourage investment in golf tourism destinations.

GOLF'S ECONOMIC BENEFITS

• The golf industry provides 2 million jobs in the U.S. and total wage income of $61 billion.

• The total economic impact of golf in America has been measured at $195 billion, including

golf's direct, indirect and induced impacts.

• Golf provides a direct economic impact of $76 billion.

• The golf industry is larger than the motion picture and video business; larger than performing arts

and spectator sports; and larger than the newspaper industry.

GOLF'S HUMAN BENEFITS

• Golf generates $3.5 billion for charitable causes each year. The great majority of these funds are

raised at thousands of fundraising events across the country designed to benefit local communities

and their citizens.

• Professional golf tournaments in the U.S. are all managed by charity-based organizations that

collectively generated more than $135 million for charity in 2008.

• Golf teaches essential life skills to young people - sportsmanship, respect, integrity, honesty,

self-control. These positive traits are shared with youngsters through youth development programs

such as The First Tee and junior golf programs across the country.

• Golf facilities provide a vital community service in offering a place to recreate and socialize,

serving as a hub of community social interaction.

GOLF'S ENVIRONMENTAL BENEFITS

• The nearly 16,000 U.S. golf facilities provide communities with valuable green space.

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• A golf course is a healthy natural environment. The turfgrass on golf courses serves as a filter to

runoff to control flooding; out of play areas offer wildlife habitat; trees and bushes filter dust

and pollen; and the green space has a cooling effect on surrounding property.

• Golf courses are professionally managed by individuals who have been educated, certified and/or

licensed to ensure that the golf facilities are operated in an environmentally responsible manner.

• The widespread benefits of golf course landscapes are delivered with the minimal use of water,

with golf courses accounting for only one-half of one percent of U.S. annual water consumption.

From /http://www.worldgolffoundation.org/industry-initiatives/image-of-the-game//

GOLF & THE ENVIRONMENT

For years, the golf industry has been dedicated to environmental responsibility in the design, construction and management of golf courses. Some of the game's leading organizations have invested considerable resources in this effort and are now leading golf's drive toward sustainability. The shared goal of the industry is to offer a sustainable asset to the community that is managed with a focus on water conservation, water quality protection, energy conservation and pollution prevention.

Below are some facts about golf and the environment:

• The nearly 32,000 golf facilities worldwide provide communities with valuable green space.

• A golf course can be a healthy natural environment. The turfgrass on golf courses serves as a filter to runoff to control flooding; out of play areas offer wildlife habitat; trees and bushes filter dust and pollen; and the green space has a cooling effect on surrounding property.

• Golf courses are, generally, professionally managed by individuals who have been educated, certified and/or licensed to ensure that the golf facilities are operated in an environmentally responsible manner.

• The widespread benefits of golf course landscapes should be delivered with the minimal use of water (golf courses accounting for only one-half of one percent of U.S. annual water consumption), pesticides and fertilizers.

For more information on golf and the environment please visit the following websites:

Environmental Institute for Golf Golf Course Superintendents Association of America

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Golf Environment Organization R&A USGA Green Section

From /http://www.worldgolffoundation.org/industry-initiatives/golf-the-environment//

The sources used:

Hudson, S. and Hudson L., (2010) ‘Golf Tourism’

Rees, E. (2008) ‘Taking a swing’, The Ecologist, 38 (6), 42-45.

SRI International (2008) The 2005 Golf Economy Report, www.sri.com.

Standeven, J. and De Knopp, p. (1999) Sport Tourism, Windsor, Ontario: Human

Kinetics.

Weed, M. and Bull, C. (2004) Sport Tourism: Participants, Policy and Providers,

Oxford: Elsevier Butterworth-Heinemann.

Assessment Method:

Q/A

Quiz

Assignments: write reports on a particular sub-topic

Presentations:

1. Make presentations on the Professional and Amatour Tournaments mentioned in the lecture.

Material Provided (Teaching aids):

PPts/Handouts/Photos

Lecture 7 'The Role of Tour operators in Golf Tourism’

The topic is considered to be split into 4 individual sections

Unit 1: Getting the basics

Unit 2: Developing the tourist product

Unit 3: Applying the general basics to a specific golf package

Unit 4: Presenting the results

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Lecture 1.1. : Getting the basics

Lecture Duration: 50 minutes

Lecture Objectives:

• Provide basic information to students so that they can afterwards work on individual projects

• Teach students to understand and interpret graphs and tables

• Give students strategies to deal with longer texts efficiently and to filter out relevant information

Learning Outcome:

• Students should understand the nature of TO as a wholesaler that buys individual elements of a package holiday from other suppliers

• Students should become aware of various forces that interact in the creation of a package holiday

• Students will be familiarized with the time frame of the development of a new product

Lecture Outline/Structure:

By using copies of the attached source text “THE BUSINESS OF Tourism (Eighth edition)

J Christopher Holloway with Claire Humphreys and Rob Davidson” the teacher elaborates the key information about tour operators in general together with the students.

Lecture Content (detailed):

It is essential that the students get the following points

• TOs act as intermediaries between travel service suppliers and the customers in the booking process

• Their role has significantly changed in the last decades and will continue to do so with the rise of internet booking

• Package holidays consist of different elements that are purchased by the TO such as transport, accommodation and other services

• The TO industry can be distinguished into mass market operators and specialist ones

• The European market is dominated by a few mega-businesses that operate across multi-markets with multi-brands (TUI, Thomas Cook)

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• Different socio-economic trends had considerable impacts on the industry (general welfare has led to more travel activities => wider offer – lower prices – lower quality; simultaneously there was a higher demand for quality and sustainability => niche providers

• Recent developments have been influenced by demographic changes on the one hand (people growing older and have sufficient discretionary income) and the fact that most Europeans have already been on holidays abroad

Questions to discuss during/after the lecture:

Which factors are involved when setting up a package holiday?

In how far does the internet influence the booking behavior of the people?

How has the economic situation of people in developed countries changed in the last 100 years also with respect to travelling?

Which benefits must a customer feel to have when he uses the services of a TO?

Explain the distinction between TO and TA.

Material Provided (Teaching aids):

Copies of THE BUSINESS OF Tourism (Eighth edition)

J Christopher Holloway with Claire Humphreys and Rob Davidson

Lecture 7.2. : Developing the product

Lecture Duration: 50 minutes

Lecture Objectives:

• Familiarize students with the different elements of a package holiday

• Set up a model package in class

• Raise students’ awareness of various factors that have an influence on the creation of a holiday package

• Highlight the opportunities of special interest holidays (like golfing)

Learning Outcome:

• Students should understand the underlying principles and mechanisms when new destinations are developed

• Students should be enabled to create a simple holiday package with reference to golfing

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Lecture Outline/Structure:

Based on the original text and especially on table 18.6. students should get to know the individual elements of an inclusive travel and factors that may have an influence on them

Lecture Content (detailed):

Learners should understand

• That you have to work backwards from the planned launching date of the new destination

• That elements such as price, political and social stability, as well as the attitude of the new destination towards tourism are relevant in the decision making process

• That the impacts of this development on the new destination have to be considered (environment, sustainability, etc.)

• The sequence of the individual steps in the planning schedule (table 18.6)

Lecture 7.3. : Applying the general basics to a specific golf package

Lecture Duration: 50 Minutes

Lecture Objectives:

• Students should transfer general knowledge to a specific situation

• Students should realize the difference between mass tourism and niche product

• Students should become aware of the special features their region/country could develop in this context

Learning Outcome:

• Students should collect information about golf in their area/region/country

• Students should set up a scheme to develop their area/region/country following the guidelines of the sample timetable

• Students should create a simple but comprehensive golf package

Lecture Outline/Structure:

In groups students should fulfill the tasks

Lecture Content (detailed):

The teacher precisely explains his expectations as far as the final results are concerned. In the end the product of the group work could either/or (as well as) be

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• A report for an international TO who is planning to expand his activities to the respective country/region, in which the students present the project and give arguments why the company should invest in this venture

• An entry into the catalogue of an international TO in which the resort and its facilities, the travel, the package in general are described

• A presentation of the product in front of a group of international TOs with the intention to sell it to them.

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T U T O R I A L S

Tutorial 1

Tutorial Title:

TOURISM COMPLEMENTARY ACTIVITIES RELATED TO GOLF TO URISM

General Goal(s):

Be able to plan complementary activities to Golf Tourism according to the user demands.

Specific Objectives:

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.

Essential Skills

Organization/planning

Creativity

Ability to solve difficult situations

Proactivity

Initiative

Required Materials:

Computer, Internet Connection

Key Terms:

Gastronomy Tourism; Health Tourism; Wellness Tourism.

Instructional Strategies/Teaching Approaches:

Work in groups;

Common discussions.

Step-By-Step Procedures:

1. The class will be divided in groups: 3 people by group.

2. The teacher will give instructions about the activity to do: planning Golf Tourism for a

group of tourists with special characteristics (retired or women or families,…).

3. The students have to prepare a Tourism plan, including golf activities and other

complementary activities.

4. The groups of students will present their work to the teacher and to all the rest of the

partners.

5. Evaluation by all the classmates and the teacher.

Essential Questions

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1. Which aspects have to be taken into account?

2. Is there any difference better group of tourists?

3. How to process with this type of planning?

Tutorial 2 1. Tutorial Title:

The Golf Travel as a Product of Tourism 2. General Goal(s): Knowledge of the segments of golf travel tourism. 3. Specific Objectives: To identify the specificities of each segment of golf travel tourism. To know the tourist profile related to each segment of golf travel. 4. Essential Skills Analysis ability, attention to the details on golf travel brochures: the golf tourist’s requirements related with each package. 5. Required Materials: Computer, Internet. 6. Key Terms: Sun & Fun; Golf & Prestige; Golf & Exotic; Golf resort. 7. Instructional Strategies/Teaching Approaches: Analysis, in groups of three elements of the golf travel packages; Comparing and recording the findings; Discussion of results. 8. Step-By-Step Procedures: 1. Analysis of touristic brochures: http://www.travel4golf.info/promotions.php http://www.exoticgolfholidays.com/myanmar-burma.html http://www.brogansprestigetravel.com/golf_travel.html 2. Characterizing the proposed programs: type of segment of golf travel tourism offered, duration, destination, type of accommodation, incentives, customer target, promoters, main product offered. 3. Filling in a grid with the information collected; 4. Discussing the results; 5. Systemizing of findings. 9. Essential Questions Which are the specificities of different segments of golf travel tourism? 10. Assessment Based On Objectives:

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Constructing a grid of results based on the comparison of the proposed programs. 11. Possible Connections to Other Subjects: History; TIAT; OTET. Tutorial 3

Tutorial Title: Hosting Golf Events

General Goal(s): to learn how to host (plan, organize, run) golf events and endorsements

Specific Objectives: to focus on the ways of planning and organizing golf events and

to analyze common operational issues

Essential Skills:

- organizational skills; - thinking skills; - analytical skills; - communication skills

Required Materials: golf videos; handouts “Analyzing Scheme”

Instructional Strategies/Teaching Approaches:

- Articulate reasoning (students articulate reasoning via writing, speaking etc.); - Collaborative learning (collaborative learning is "an instruction method in which

students at various performance levels work together in small groups toward a common goal);

- Dialogue/argumentation; - Project-based learning (project based learning is a "systematic teaching method that

engages students in learning knowledge and skills through an extended inquiry process structured around complex, authentic questions and carefully designed products and tasks").

Step-By-Step Procedures:

1. Studying the “Analyzing Scheme”

2. Watching a golf video (YouTube)

3. Discussing the event management in compliance with the scheme given.

4. Assigning the tasks to the groups.

Essential Questions

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1. What are the good aspects of the event management? 2. What are the negative aspects of the event management? 3. What can be improved? 4. How can it be improved? 5. What else could be done to make the event better?

Assessment Based On Objectives:

Develop your own detailed plan for managing a golf event (in groups of 3 students)

Possible Connections To Other Subjects:

Tourism Management

Hotel management

Catering

English

HANDOUT

Checklist Tournament

Event:

Date:

Sponsor:

Contact person:

Tel.

Mobile

Fax

E-Mail

Evaluation

Course information:

Competition type:

HCP relevant:

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Permission to play:

HCP Limitation:

Number of participants:

Intranet registration:

Deadline for registration:

Single round:

Number of rounds:

Start time:

Playing time

Start fee:

Starting list

Score cards:

Play sequence:

Start gifts:

Prizes:

Results calculation:

Winners list

Special results position

Tournament committee

Prizing ceremony:

Marshall

Starter

E-Carts

Trolleys

Driving Range Balls

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Practice Round

6-Holes Course

Course

Tee:

Pin Positions:

Flags & Banners:

Tee markers:

Mowing

Greens

Arownd the greens

Fairway

Rough

Semirough

Bunkers

Other areas

Hotel and Restaurant

Welcome cocktail

F & B on the course

Dinner

Buffet / Menu

Room contingent single:

double:

Room price

Others

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Tutorial 4 1. Tutorial Title:

The Golf Travel Tourism in Tavira 2. General Goal(s): Relate the product of Golf Travel Tourism in Tavira region with the segment Sun & Fun and Golf & Prestige. 3. Specific Objectives: To know the hostelry offered connected with the golf courses in Tavira region. 4. Essential Skills The knowledge of golf tourism segments in Tavira region. 5. Required Materials: Computer; Internet (Tavira region Hotels and golf courses sites; international sites: top 100 golf courses); Tavira region list of: Golf courses (4) Hotels and Golf resorts (3) 6. Key Terms: Sun & Fun; Golf & Prestige; Golf Resort. 7. Instructional Strategies/Teaching Approaches: The students will be divided in work groups of three elements and they have to analyze the hostelry offered and characterize the golf courses, in Tavira region, using the sites. 8. Step-By-Step Procedures: 1. The students analyze the hostelry sites in Tavira region; 2. Characterization of the golf courses in an area of 10 km around Tavira, using the sites; Additional information about golf and tourism in Algarve (http://www.google.pt/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&ved=0CDAQFjAA&url=http%3A%2F%2Fbiblioteca.turismodoalgarve.pt ) 3. Identification of the most prestigious courses in the area (Top 100 - International evaluation http://www.top100golfcourses.co.uk/htmlsite/country.asp?id=128); 4. Discussion of the results; 5. Conclusions 2 9. Essential Questions How does Tavira region fill in the golf tourism segments? Which conditions make Tavira region fall down in a specific golf segment? 10. Assessment Based On Objectives: 1. Check list to Tavira region about: The characterization of the hotels (facilities, number of stars, location);

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The golf resorts (number of stars, facilities, international evaluation); The golf courses (number of rounds a year, designer, importance of recent competitions, stepped in golf history, particular conditions and facilities); 2. Analysis of the results in the small groups; 3. Discussion of the conclusions in the big group (class). 11. Possible Connections to Other Subjects: English, TIC, TIAT,OTET. Tutorial 5 Golf: You Have Only 1 Chance to Give 1st Impression Tutorial Duration : 1 Hour Tutorial Objectives: Make understand what is the behavioural approach to work in a golf resort, in contact with public and Custommers Learning Outcomes : Understand the golf spirit Able to adapt behaviour to employer needs Understand importance of soft skills Custommer orientation Tutorial Outline/Structure: Quick history of Golf , 65 millions players, job families, behavioural attitude, structure of golf employment, decisive keys for golf emmployment Key Terms: Custommer orientation, adaptability Lecture Content (detailed): 65 millions players over the world 7 families of jobs - Administration - Field -Welcome – Sales Restauration and Club House Training Services to players Services to resort Behavioural competences makes the difference 1 chance to give 1st impression Simple is smart Not high elegance Not remarkable dressing. Why ? Victoria Beckham example Golf rules and spirit, What does that mean for employment (behaviour, tranquility, calm simplicity)

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Transversal competences, team spirit, attention to details and precision Questions to discuss during/after the lecture: Dressing, different examples of actions according to situation Express experiences in different fields comparable to Golf (in job and personal life) Quiz: Different dressings : which are appropriate ? Different reactions to situations Which is the good attitude between examples ? Assignments: Presentation Powerpoint Material Provided (Teaching aids): Dressing examples, Situations questions , Quizz. Tutorial 6

Tutorial Title: The Role of Tour Operators in Golf Tourism

General Goal(s): Describe the function of TOs in tourism and especially in golf

Specific Objectives: Familiarize students with TOs in general

Describe the individual elements of holiday packages

Apply knowledge to the segment of golf tourism

Create a golf package for a specific area in the students’

home country

Step-By-Step Procedure:

1. Teacher defines the essentials of a TO; gives a short historic overview of the development in this sector in the last decades up to the present by using the example of a real life company (e.g. Thomas Cook; TUI). Students learn to distinguish between TO (wholesaler) and TAs (retailer).

2. Teacher elaborates together with students the different elements of a holiday package in general (journey, accommodation, food plan, transfer, etc.) by using examples from a holiday catalogue. Teacher and students discuss the idea of travel motives, which finally ought to lead to the perception niche products, like wines, good food, gardens, and eventually golf.

3. Teacher explains the strategies and the planning processes involved when creating a new product in the travel industry (market analysis, product description, etc.)

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4. Students enter a project in which they produce a page in a holiday catalogue with all the relevant information about a destination for golf tourism in their own country

Essential Questions: Which considerations have to be taken when a TO wants to expand its activities into other segments/geographical regions? What do individual countries/regions offer in terms of attractions, nature, facilities, etc.? Why would the students’ area (not)lend itself for golf tourism?

Assessment Based On Objectives: Multiple choice activities; project result; presentation

Possible Connections To Other Subjects: Languages; economics; sports; culture.

Tutorial 7 Tutorial Title: Golf and Environment General Goal(s): Know the connection between Golf and Environment. Specific Objectives: Be aware of Golf facilities interaction in the environment. Know how to minimize interactions arise from Golf facilities. Essential Skills Organization/planning Analytical competence Creativity Required Materials: Internet connection, computer Key Terms: Golf; Environment; Instructional Strategies/Teaching Approaches: Work in groups; Common discussions; Step-By-Step Procedures:

6. The class will be divided in groups: 3 people by group. 7. The teacher will give instructions about the activity to do: analyze the

influence/impact of a specific Golf resort in the environment and the actions used to reduce these impacts.

8. The students have to prepare a report following the structure: a. Location of the Golf Resort: analysis of the environment before building the

resort (vegetation, fauna, local geology,..) b. Impact of the Golf resort in the environment. c. Actions to reduce the impact.

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9. The groups of students will present their work to the teacher and to all the rest of the partners.

10. Evaluation by all the classmates and the teacher. Essential Questions

4. Which aspects have to be taken into account? 5. Were the characteristics of the environment taken into consideration before building

the Golf Resort? 6. Is possible to plan the less impact in the environment?

Tutorial 8

Tutorial Title: Environmental Initiatives at Golf Clubs

General Goal(s):

- to show growing demand for greener tourism; - to emphasize that environmental awareness is an important aspect of tourists’

destination choosing process.

Specific Objectives:

- 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.

Key Terms: green tourism; responsible environmental attitude; environmental awareness;

Instructional Strategies/Teaching Approaches:

Group work; peer teching; active learning

Step-By-Step Procedures:

I. Theoretical part (discussion)

1. Making a list of Positive Environmental Impacts - improving and enhancing of derelict areas when a Golf Course is built on former industrial sites, districts with old mines or floodplain lands; - golf courses are green areas which embellish the scenery; - golf courses often provide a habitat for local wildlife (not-hazardous); - if golf courses are situated on the outskirts of the city, they provide a big amount of oxygen.

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2. Making a list of Negative Environmental Impacts

- construction on natural landscapes;

- using chemicals (fertilizers, pesticides, herbicides) on golf courses

posing a risk to people and surrounding ecosystems;

- using massive amounts of water;

http://golfbenchmark.com/article/environmental_practice_in_management

II. Doing the Internet research into Environmental Initiatives at Golf Clubs

- Solar energy; - Green roofing systems; - Water efficiency; - Grey water recycling; - Site development; - Cross ventilation; - The European Golf Association initiative “Committed to Green”, - Training staff to protect flora and fauna; - Waste management; - Adopting sustainability principles.

III. Visiting the local Golf club and finding out h ow exactly they implement ‘Environmental Initiatives’ by conducting interviews with the Golf Club employees, making observations, taking photos, etc.

IV. Preparing reports on how different Golf clubs implement ‘Environmental Initiatives’

The Report Layout

1. The Introduction. The aim of this report is to ……. The report is based on a survey/interviews/…

2. The Main Body 2.1. Environmental Initiative 1 (findings in detail) 2.2. Environmental Initiative 2 (findings in detail) 2.3. Environmental Initiative 3 (findings in detail)

3. The Conclusion Recommendations

Assessment Based On Objectives

Possible Connections To Other Subjects:

Biology/Geography economics/IT studies

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S M A L L – S C A L E P R O J E C T S

Small-scale project One An integrated lesson plan covering 3 sessions of approximately 45 minutes each.

GOLF and SPA

This lesson plan includes some traditional approaches to delivering information (checklists, rules, analysis, problem solving and organization). In addition, this lesson plan also includes some of the following strategies:

• Integration of technology • Story telling information • Non-competitive group and team work • Performance-based assessment and rubrics • Visual presentations and practice through technology and other means • Project-based assignments that integrate family and community • Activities appealing to multiple intelligences (Gardner).

Project Name: “GOLF and SPA” Doing research into how SPA contributes to attracting golfers and Making a Tourist Newsletter/Brochure/Poster/Leaflet/GoogleAd for the local GOLF&SPA hotel (to attract more golfers to the local Golf&Spa Complex) Lesson Objectives: when students complete this project, they will be able to: Identify project components and needs. Interview community members or Golf&Spa employees on relevant topics. Locate place where project is needed. Assemble required materials. Design and Create the project itself. Apply methods of searching information Write notes, summaries, statements, findings, or creative writing. Read and Research relevant background materials. Use technology to research websites, make videos, tape recordings, or use computer graphic design programs.

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Required materials Books and catalogs (visiting the library) Websites to acquire the information Paper Thick drawing paper Pens, pencils, markers, paints Required equipment Network accessible computers, word processing, computer design programs such as Photoshop, MS Publisher, Power point Presentation, printer, cameras, Preparation Activities

1. Discuss the topic of the project. Talk about what the students already know about the subject and why it is important. How can this project be meaningful for you? Ask the students “How can they do this?” “What do they need to do this?” 2. Instructor Notes Introduce the project to the group. This is the time to introduce and discuss the main concepts behind the project (i.e. teamwork, health, community improvement). Establish prior knowledge of the subject with your group. The goal here is to make this project personally meaningful to the student. Point out ways that the outcome of the project will relate to them. A great way to capture interest is to include a joke, fable, or storytelling related to the topic. Many students begin to relate to the lesson ONLY when they are engaged in group discussion, story-telling or other conversational devices. 3. Discuss lesson rubric. Introduce the rubric at this point to let the students know what is expected and important in the lesson. Use the rubric to explain specific assessments. (Rubrics are performance-based assessment devices that judge progress on performance, not isolated knowledge about the topic.) 4. Prepare for your project. Choose your place, people, things, or methods to complete it. Outline or list the steps you or your group will need to take. Remember to include people as helpful resources if you need them! You may divide your class into groups at this point if necessary. Assist the students in thinking through their preparations. Remember, students learn by doing: when you find they are at an impasse, ask them “How can we accomplish this step? How can we get this done?” Allow the students to experience self direction and construct their place in community involvement. Practice and Process (Preliminary information is gathered, background research for project is conducted.) 1. Develop handouts to supplement the lesson plan. Handouts should include directions for activities such as conducting interviews, steps to complete artwork, or other specific sequences for the students to follow. And remember, creativity and fun is a good ingredient to include for learning success!

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2. Research websites Incorporate website content into basic academic skills such as reading and writing assignments. 3. Conduct any additional activities to develop understanding and completion of project. It may be field trips, talking to people or other activities that allow the students to become familiar with the subject. Performance (show end product) 1.Put together the pieces of the project. 2. Review the steps needed to complete the project. Have the students organize all their material into a final format. 3. Present the completed project to class, school group, community or other involved group. 4. Review Lesson rubric. Do selfassessment. Lesson Assessment Strategy Preparation, Presentation and Overall Implementation (Instructor) 1. Are the instructions and expectations for the class clear from the beginning? 2. Am I spending sufficient time on modeling the skills I want students to acquire? 3. Is there enough variety in the lesson to appeal to most learning preferences? 4. How many learning intelligences am I addressing? 5. Are students “connecting” to lesson objectives? How? 6. How is this lesson “integrated”? Performance and Practice (Students) 1. Do all students have the skills to follow instructions? If not, what measures am I taking to address the challenge? 2. Are all students participating in the activities either by active observation or by voicing their thoughts? 2. Am I identifying the strengths of each student and pairing/grouping people accordingly? What results am I getting? 3. How are students performing? Are all of them able meeting 80% of the lesson objectives? If not, what am I doing to help them achieve more? Technology 1. Is the technology working? 2. How are students reacting to the technology, and what do I need to remember when I teach this lesson again? 3. How are students applying or wanting to apply their technical skills in other areas? Small-scale project Two The Perfect Diet for a Round of Golf

The topic is considered to be split into 3 individual sections

Unit 1: Dealing with the basics of sports and nutrition

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Unit 2: Applying the general information on specific golf demands

Unit 4: Creating proper results

Part 1: Dealing with the basics of sports and nutrition

Duration: 50 minutes

Objectives:

• Provide basic information to students so that they can afterwards work on the project

• Teach students to understand the effects of different food stuffs

Learning Outcome:

• Students should understand the mutual relationship between food and sports

• Students should become aware of the physical processes while doing sports

• Students will be familiarized with suitable diets that meet these requirements in general

Outline/Structure:

Different materials from textbooks to copies assist in this process

Content (detailed):

It is essential that the students get the following points

• Different food items have different effects on the body

• Carbo-hydrates, proteins, and vitamins, are energy providers and should be preferred to sugar

• Water supply is essential for healthy exercise

Part 2: Applying the general information on specific golf demands

Duration: 50 minutes

Objectives:

• Familiarize students with the specific needs of a golfer during a round

• Set up a model diet in class

• Raise students’ awareness of various factors that have an influence on the eating habits in general (individual likes/dislikes, presentation of food, etc)

• Highlight the opportunities for restaurants at golf clubs to widen their specific offer for golfers

Learning Outcome:

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• Students should understand the physical needs golfers have during a round of golf

• Students should be enabled to create a model menu for golfers before/during and after a round

• Students ought to think about attractive ways of presenting healthy food option to customers

Part 3: Creating proper results

Duration: 50-100 minutes

Objectives:

• Students should transfer their research to clearly defined results (PPP)

• Students should transfer their knowledge in nutrition to cooking and service

• Students should become aware of the customers’ expectations

Learning Outcome:

• Students should think about concrete food items for golfers in different situations

• Students should prepare sample breakfast and snack options for golfers

• Students should think of cost-effective ways for golf clubs to implement a healthy nutrition policy

Small-scale project Three GASTRONOMY OPTIONS IN GOLF ENVIRONMENT

General aim: Be able to plan additional gastronomy activities in Golf environment and adapted to the characteristics of the tourist. Specific objectives:

- Encourage student autonomy. - Promoting the sense of initiative, planning and organization of young students. - Search for information, analysis and selection according to defined criteria

(characteristics of the audience, needs, interests, ..) Time for the task: 15 days Required Materials: ITC Internet connection Telephone

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Instructional Strategies/Teaching Approaches: The students will work in pairs. Step-By-Step Procedures:

- Election of a Golf Resort - Analyze the different Gastronomy options of the environment:

o Target group o Gastronomy and culture o Gastronomy – wine o Others

- Design different packs "Golf and gastronomy" for different target groups with the following information: activity, location, time required for the activity, cost, special requirements;

- A dossier will be elaborated with the different proposals for the customer / tourist.

Results

A Dossier with different proposals for the customers / tourist. (see the proposal of dossier)

The proposals must be attractive to present them to clients.

Small-scale project Four Organizing a Social Golf Competition

1. Context

Considering the products, one of the attractions of Golf Travel Tourism are the competitions of social golf. This means a competition of golf associated to a social event. Golf courses investin this type ofevents to attract golfers. Many packages of golf include these events as attraction and business.

The competition is one way to promote not only the socialization between golfers, but also to measure the handicaps. Each golfer has otherwise, to play in 4 competitions per year, certificated by national golf federation, to have an available handicap, this is compulsive to play in most part of European Golf Courses. So, the Golf Market of employment needs professionals with golf competitions organization skills.

2. To organize a Social Golf Competition

Before the competition

1. To choose the modality of golf 2. To find available dates (depending on the sponsors, the players, the courseavailability,

etc.) 3. To define the conditions to golf players (full handicap, maximum of handicap

accepted, shot gun, marks playing from, number of players together, etc.) 4. To define the special rules to the competition (buggies, winter rules, longest drive,

nearest the pin, special dress code, different premiums to men and women, the number of places awards, etc.)

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5. To find sponsors and buy premiums 6. To associate the competition to a special event (Golf and food tasting; Golf and wine,

etc.) 7. To fix the price to the players 8. To fix the price to extras, to players and escorts ( buggies, lunch, other activities ) 9. To advertise the competition using the national, English or another language,

depending on the potential players (poster, internet, social networks, golf clubs, individual invitation, etc.)

10. To receive the inscriptions and prepare the draw, according a criterium (low handicaps together, playing first, etc.)

11. To publish the draw minimum 48 hours in advance 12. To prepare the individual score cards (Handicaps, slope, name, date of the

competition, marks played from, etc.)

During the competition

13. To prepare a table with all the premiums 14. To have a welcome table to check in ( to give the individual score cards, the map of

the course with the place where the flags are, special/local rules, a pencil, payments acceptance , etc.) and to receive the score cards after the game

15. To have a ranger to organize the tee times and to place the materials on the holes to note the names of the players who get the nearest the pin and the longest drive

16. To make visible the sponsors of the competition along the course

After the competition

17. To have a computer with a special certificate programme to introduce the results after the game

18. To publish the results 19. To organize a special event to distribute the premiums 20. To prepare a tombola forraffleprizes (optional) 21. To send the results above than 36 points to the home club of the player, if it’s a

certificated competition by national golf federation

www.benamorgolfe.pt

www.golfeclubedetavira.com/

3. Step-By-Step Procedures

- The students are divided in groups of three elements; - Each group reads and analyses the information distributed by the teacher; - Each group imagine a social golf competition thinking about:

The event associated to the competition; the modality of golf game; sponsors, dates of the competition; costs; local (all the events are fictional).

3.1. Each group use the internet to research posters of social golf competitions; 3.2. Each group makes a poster and justifies to the class the options taken.

4. Material

Information provided by the teacher, Internet, Computer.

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5. Skills To know the different steps to organize a social competition of golf.

6. Key terms Handicap, score card, different modalities of golf, slope.

7. Final product The poster.

8. Evaluation The final product; The presentation/Thejustification of the taken choices;

9. Subjects involved Vocational subjects.

Small-scale project Five Title: How to market yourself for employment in Golf Approach : Discussions on the topis/ PPts 65 Millions people play Golf all over the world The most practiced individual sport in the world 7 Jobs families Field – (Greenkeeper…) Welcome – Sales Administration Restauration and Club House Training Services to players Services to resort 40 % of employment is for Welcome and Sales (Club House, Pro-shop, Coordination) In most cases, those jobs does not need specific diplomas, but trainings or diploma for tourism, restauration, sales are an added value Key criteria for employeers are not technical but Behavioural competences You just have one chance to deliver create your FIRST IMPRESSION !!!! Presentation Simple is smart ! In accordance with customers Not high elegance (not concurrence them) Do not shok by unkempt apparence Importance of details In this framework : be yourself !

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Background Know what is Golf ! Rules, history, spirit…. Understand that customer are here for leisure Custommers are here to forget « normal life » Respect their calm and wellness Act with them with simplicity Respect tranquillity Behavioural attention Adaptation Transversal functions are essential Few employees, polyvalent Show adaptability to tasks and missions Always show how you can support business development And encourage customers to come back Be proactive ! Attention to details and precision Devoted to organization Adaptablity for tasks, time schedule Golfers plays often in evenings, on weekends Ready to replace another colleague Team spirit Show previous experience in this field or comparable Demonstrate the « customer orientation » Small-scale project Six GOLF AND RECREATION: OTHER SPORTS

INTRODUCTION

The topic will show the importance of recreation activities in the golf courses in the natural environment of the Sicilian island, where the environmental conditions of insularity, the Mediterranean climate and the special natural elements of the territory may offer the opportunity to engage in other activities or sports other than golf .

The topic includes the opportunity to spend time in golf courses involving families that stay in the golf area and can take advantage of their stay to discover the scenic beauty of the area, to play sports that are not closely related to the course but that exploit the main resources that territory offers.

Fist Step (2 Hours)

To do a research on the web in order to collect the most suitable recreation activities to make successfull and interesting a one week stay in a golf course.It is important to encourage the elaboration of some alternative recreation activities in order to evaluate other important sources of economic growth and employment opportunities in tourism.

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Second step (2 Hours)

After an intensive evaluation of the possibilities that our area can offer, the choice is on an activity as a secondary one to golf just like cycling or mountain bikes.

In the nearby of a golf courses, in Sicily, it is possible to create plenty of places to go cycling on mountain trails, in natural parks, through vineyards , olive groves, almonds and along beachside cycle paths. They can range from short, easy rides suitable for the whole family, to half-day and full-day rides through some of the most beautiful scenery in Sicily. In any case they can find some partners who organize these activities that allow those who have the passion of golf to explore the area and visit the tourist attractions.

Third step (2 Hours)

Research carried out in the first step led to the choice to take into account also

another sport that can be practise like horse- riding whether you’re an experienced horse rider or a beginner, with a school holiday camp for kids or riding lessons for everybody. This kind of sport, depending on your level of expertise, will give the opportunity to discover a full range of scenic locations and some farms where to taste, during a break of a one-day trip on horseback, the typical dishes of the area.

In this case, the golfer can take advantage of those structures already present in the area that provide the guests of the golf courses some horse ridings and all possible activities to be practiced in a riding school.

There are several opportunities for golfers to practice other activities such as soccer that has a long tradition in our country.

Although in a golf courses there are no soccer fields, we can address to several sports centers which organize games of football that will make guests' stay more enjoyable.

Fourth step (2 Hours)

The last step of our topic will concern the production of some brochures and depliants in order to advertise the recreation activities examined in the previous steps.

One of the most important considerations, in the last step, is that creating other recreational activities, as an alternative to golf, involving the whole family, has the purpose of enriching the economy of the areas around the golf courses as well as the possibility to work for young people.