An Investigation of Golf Business in Finland – from Golfers´ Survey to Business Forecast
Laiho, Jussi (2024)
2024
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024121435795
https://urn.fi/URN:NBN:fi:amk-2024121435795
Tiivistelmä
Golf as a business is in the middle of changes. The COVID-19 pandemic positively affected the number of new golfers, golf as a game has become easier to start with new rules, and younger golfers are coming to market. Finnish golf companies and organizations face changing markets and adjust their strategies to meet consumer needs.
The aim of this thesis is to understand the golf boom, analyze Finnish golfers’ buying behavior, and determine the golf business potential in Finland. What do golfers think about new sub-scription model companies that offer new sharing services instead of owning a golf course share? Our purpose is to measure and identify factors that can lead to selection of a service provider, and reasons behind loyalty to play with one of the business models. The commissioner of this thesis was Master Golf Course Oy in Espoo, and the thesis was collaborated with the Finnish golf union and several golf companies and golf clubs in southern Finland.
This study adopted a mixed-methods approach with qualitative and quantitative methods. The research methods used in this study were semi-structured interviews and customer surveys. Interviews were held with management-level decision-makers in the golf business, covering not only the golf business itself but also the golf service providers’ understanding of customer needs. In the golf players surveys it was asked golf players´ buyer behavior and opinions on different golf business models. Finally, a market share approximation was presented by analyzing golf players’ future plans. Survey data for this study was collected by Webropol 3.0 tool by e-mail distribution for about 20000 golfers. Coverage of the investigation was wide, more than 15% of the golfers in Finland had a chance to express their feelings by participating this survey. More than 1100 golfers contributed (response ratio about 5%) and shared their detailed personal information as well as opinions about the future of golf business in Finland. Data was collected between September 2021 and October 2022.
The main outcome of this thesis was a forecast of the golf business that will help to brighten commissioner´s strategy in finding new customers among next-generation golfers. According to the results, Finnish golfers are loyal to their current service provider and not willing to change their way of playing golf.
The aim of this thesis is to understand the golf boom, analyze Finnish golfers’ buying behavior, and determine the golf business potential in Finland. What do golfers think about new sub-scription model companies that offer new sharing services instead of owning a golf course share? Our purpose is to measure and identify factors that can lead to selection of a service provider, and reasons behind loyalty to play with one of the business models. The commissioner of this thesis was Master Golf Course Oy in Espoo, and the thesis was collaborated with the Finnish golf union and several golf companies and golf clubs in southern Finland.
This study adopted a mixed-methods approach with qualitative and quantitative methods. The research methods used in this study were semi-structured interviews and customer surveys. Interviews were held with management-level decision-makers in the golf business, covering not only the golf business itself but also the golf service providers’ understanding of customer needs. In the golf players surveys it was asked golf players´ buyer behavior and opinions on different golf business models. Finally, a market share approximation was presented by analyzing golf players’ future plans. Survey data for this study was collected by Webropol 3.0 tool by e-mail distribution for about 20000 golfers. Coverage of the investigation was wide, more than 15% of the golfers in Finland had a chance to express their feelings by participating this survey. More than 1100 golfers contributed (response ratio about 5%) and shared their detailed personal information as well as opinions about the future of golf business in Finland. Data was collected between September 2021 and October 2022.
The main outcome of this thesis was a forecast of the golf business that will help to brighten commissioner´s strategy in finding new customers among next-generation golfers. According to the results, Finnish golfers are loyal to their current service provider and not willing to change their way of playing golf.