Research on incoming golf tourism in the Czech Republic

Transcription

1 Česká centrála cestovního ruchu CzechTourism Research on incoming golf tourism in the Czech Republic 2008 KPMG Česká republika, s.r.o. 30 November, 2008 This report contains 12 pages the KPMG network of independent member firms affiliated with KPMG International, a Swiss cooperative. All rights reserved.

2 This project was carried out under the auspices of the Czech Golf Federation The Project Team used data made available by TeeTime, a.s. ii

3 Content 1 Overview of golf in the Czech Republic 2 2 Project implementation Data collection Data collection individual questionnaires for international golfers Data collection questionnaires for golf courses 2 3 Other sources of information 2 4 Final data assessment Model Data from registration system Final results 2 Deleted: 1 Deleted: 4 Deleted: 7 Deleted: 8 Deleted: 8 Deleted: 8 Deleted: 8 iii

4 1 Overview of golf in the Czech Republic The main goal of this project, which was initiated by CzechTourism, is to determine the approximate number of international golfers coming to the Czech Republic. We would like to express our thanks to the management of the golf courses for supporting us in our research. They understood the importance of statistical data in the survey. Among the most active courses were the Konopiště golf resort and the Kaskáda golf course in Jinačovice. We hope that their committed approach will be adopted by all other courses in the years to come. In recent years the Czech Republic has seen a significant increase in the number of golf courses. Currently it stands at almost 90 (Czech Golf Federation ), with more (around 10-15) under construction. The number of registered golfers is growing too, with more than 40,000 expected by the end of The golf industry and golf tourism are very likely to be hit by the current global financial crisis. The recession will lead to reduced demand for golf from both international visitors and local players. The accessibility of external financial resources used to fund huge investment projects will diminish, and it can be expected that the quality/price ratio will play a more significant role in choosing golf courses and related facilities. Large-scale investment projects in Slovakia will contribute to a better range of golf courses. Hungary has only a small number of golf courses but they are of a high quality. They are likely to attract international golf players and could become significant competition for courses in the Czech Republic, the regional golf market leader. The Polish golf market is in its initial stages of development; on the other hand, countries like Austria and Germany already offer golf players a large number of high-quality golf courses with a better supply than in the former communistbloc countries. 1

5 2 Project implementation 2.1 Data collection Two questionnaires formed the basis of the data collection The first was intended for international players and contained 10 questions in English. It focused on breakdown of information on international golfers according age, social structure etc. The questionnaire was available at golf course receptions, and golfers filled it in while registering. The second questionnaire was designed for golf courses and was completed on a monthly basis. It focussed on: The number of rounds played by international golf-players in one month Spending pattern of international golf-players Golfer country of origin Other services used at the resort The questionnaire for golf courses was accessible also in electronic format on a special website 2

6 2.1.1 Data collection individual questionnaires for international golfers Age structure of international golfers Less than and more Average 2,0% 6,0% 16,0% 28,0% 21,0% 3,0% 55,0 Not stated 24% Less than % 6% % 71 and more 3% % % This year s research confirmed the findings from the year 2007 research. The most important group of golf players for incoming golf tourism in the Czech Republic are those aged over 40. They represent around 65% of international golfers coming to the Czech Republic (in 2007 this group made up the majority). Approximately one third of respondents did not state their profession. It is clear that the largest group is made up of white-collar employees, the most significant group in the 2007 research. Information about pensioners, who made up 10% of players, corresponds to the above described age structure of golfers. As was the case in 2007, the research showed that most golf players were men (74% men; 19% women; in 2007 the figures were 76% and 16% respectively). In the years to come coming women are expected to make up no more than 25% of international golfers in the Czech Republic. As in 2007, the majority of golfers (90%) come to the Czech Republic to play golf. Other activities are only additional (5%) 3

7 Foreign golfers travel to the Czech Republic in two main ways individually and with an agency (49% versus 49%) Fifty-one per cent of golfers spent 3-5 days in the Czech Republic (the same percentage was recorded in the 2007 research). Thirty-seven per cent (43% last year) stayed for more than five days. The average length of stay is 4.45 days (5.16 days last year). Almost all international golfers (four fifths in 2007) played at more than one course. Approximately half played at more than three golf courses (11% last year). The average number of courses where golfers played was 3.4. The majority of international golfers travelled to the Czech Republic by car (42%, in previous year 32%). This information was confirmed by the expected high number of visitors travelling a short distance (neighbouring countries). The second most frequent transport means is air travel (33%; 41% in 2007). The fly-drive combination should be taken into consideration too. Bus transport (25%, previous year 24%) is used exclusively by groups of travellers. Rail travel as a means reaching the Czech Republic remains negligible (this and last year it amounted 0%). Standard marketing tools did not play a significant role in The majority (86%) of international golfers come to the Czech Republic upon the recommendation of someone else, who already has had a positive golf experience in the Czech Republic or a general visit to the Czech Republic. Almost four fifths of golfers said that they were satisfied (77%; 90% last year) in response to a question about their level of satisfaction with their stay in the Czech Republic. Twentyone per cent of respondents said that they were moderately satisfied; the average grade for venues participating in the data collection is

8 2.1.2 Data collection questionnaires for golf courses Nationality structure of international golfers Germany Austria France, Italy, Spain United Kingdom and Ireland Slovakia Danemark and Scandinavia Benelux, Switzerland USA, Canada 18% 12% 8% 6% 19% 8% 11% 4% USA, Canada 4% Russia, Asia 10% Switzerland 2% Others 4% Slovakia 19% Benelux 9% Germany 18% Scandinavia 8% UK and Ireland 6% France, Italy, Spain 8% Austria 12% The visitor structure is based on information made available by the participating golf courses, i.e. the findings from the first part of the data collection. It shows that most visitors are from Germany, Austria, Denmark and Scandinavia. The numbers of visitors from other European countries and outside Europe are less significant. An interesting fact that there is increased interest from Russian golfers and those from Asian countries, which could be linked to the increase in investment in the Czech Republic by countries such as South Korea. 5

9 Structure of spendings Greenfee Accommodation Rent of equipment Proshop Restaurant, refreshment 44,0% 21,0% 11,0% 6,0% 18,0% Accommodation 21% Greenfee 44% Restaurant, refreshments 18% Pro shop 6% Equipment hire 11% The spending structure confirms the importance of the greenfee as part of total spending at golf course. Accommodation costs and the share of greenfee corresponds to the results of the data collection in 2007 (28% and 49%). Also we obtained very similar values for restaurant/ refreshment cost (20%). 6

10 3 Other sources of information To make the findings of this research more objective, we used as in last year s research data collected by the TeeTime, a.s., registration system. This system processes currently data from cca 34% of Czech golf courses. For this research the months April-October 2008 were taken into consideration. The TeeTime system works with the terms identified and non-identified internationaler. A non-identified internationaler is identified during the registration at the golf course only as internationaler, without more detailed specification (anonymous registration) The share of local international players (ex-patriots) is represented by the coefficient for final calculation of the international golfers number. It amounts to 20%. The system does not provide a more detailed structure of international golfers For the final calculation it is assumed that one international golfer plays at an average of 2.5 golf courses Of a total number of first-category courses the system works with 3 (it represents 27%); of the 25 second-category courses the system works with 12 (48%). The result is therefore extrapolated from available data under consideration, which represents only 25% of the total business potential of participating courses. 7

11 4 Final data assessment 4.1 Model Based on the collected data, a mathematic model was constructed, whose main purpose was to quantify to a reasonable extend the approximate number of international golfers coming to the Czech Republic. To establish this model the following assumptions were considered: Course attractiveness all Czech outdoor golf courses were divided into three categories based on their assumed attractiveness for international golfers. The number of international golfers in the relevant month is allocated according to this ranking. The share of domestic internationalers the likely participation of expatriots in the Czech Republic is assumed to be 20% in the data collection Number of played courses - For the final calculation it is assumed that one international golfer plays at an average of 2.5 golf courses. 4.2 Data from registration system Company TeeTime a.s. operates from 2007 automatized system of central registration of players on indiidual golf courses. In 2008 the system is operated from January until December. To maintain the basis for the evaluation only the period April-October is taken into consideration. Twenty-nine golf courses (33.7% from total number of 86) are included in this registration system. In the months below the numbers of identitified and non-identified international golfers were as follows: April May June July August September October Non-identified Identified Total

12 4.3 Final results Estimated number of rounds played by international golfers in ,126 Estimated number of golfers after reduction according to assumptions described above 19,560 Using data from the TeeTime system: Estimated number of rounds played by international golfers in ,344 Estimated number of golfers after reduction according to assumptions described above 14,830 CONCLUSION From the values above, which are of a comparable weight, it can be stated that the estimated number of international golfers who play at least one golf course during their visit to the Czech Republic in 2008 varies in the range of 15,000 to 19,500. 9