The marketing activities of new golf developments in the UK and Ireland

Abstract

Presents the findings of a study of the marketing activities of 61 new golf developments opened since 1990. Suggests that, owing to increasing demand for golf, developers should have no difficulty in attracting golfers, but finds that the majority of the new facilities have failed to understand the nature of the demand. Concludes that it is their failure to employ marketing activities which has led, in many cases, to a mismatch between supply and demand.