A Strategic Review of Golf Tourism in Northern Ireland 2015 - 2020

23
Product and Market Fit: A
Case of Market Failure?
The substantive issue in considering the way the
Northern Ireland golf product fits with market demand
(“what players want”) lies in the dichotomy between
parkland and links courses and the appeal each of
these has to various markets.
There is good access into Northern Ireland from GB and
ROI for golfers by air and sea. However, we catalogue
two further factors – seen as constraints - on Northern
Ireland’s success as a golf destination for markets
further afield:
• Limited direct air access from Europe and North
America to Northern Ireland and the perceptions
that golfers’ access to the island of Ireland via
Dublin is a disadvantage to Northern Ireland’s
success;
• The mistaken belief amongst some managers of
parkland courses that they have limited appeal to
visitor markets.
Northern Ireland’s success and reputation for
outstanding links course experiences – coupled
with very professional marketing and relationship
management with golf tour operators – provide the
apex of golf tourism impact.
The North American market particularly loves to
capture trophy courses and wants the links experience.
Northern Ireland should remain focused on offering
this golf product. While the Royal links golf clubs
have capacity issues which limit flexibility of the offer
at peak times, second on-site courses (e.g. Royal
Portrush and Royal County Down) and the balance of
other links courses make this a marketing/distribution
issue rather than an overall capacity issue.
Other geographical markets also like to experience
links courses, but UK and European golfers have easier
access (through proximity to other links courses in
other destinations) and are content to play parkland
courses, provided flexible tee times are available.
What’s missing from the Northern Ireland equation
of how to stimulate demand is a coherent parkland
course offer to these markets.
These factors result in a classic case of market
failure: few tour operators and parkland courses are
putting their product offer into the marketplace
based on the perception that golfers view access to
Northern Ireland as a constraint. The reality is that for
North American and European markets, the Northern
Ireland golf offer is seen as part of the island of Ireland
golf proposition and therefore access via Dublin to
Northern Ireland is widely acceptable 9 .
The SWOT analysis in Appendix 3 identifies what
makes golf in Northern Ireland different/special and
what gives Northern Ireland its sustainable, inimitable,
competitive advantage.
Why Northern Ireland
With a strong golfing heritage, two of the toprated
courses in the world, major golfing events in
forthcoming years, and the triumph of champion
golfers, Northern Ireland is well-placed to capture a
larger market share of golf visitors.
Effective and consistent marketing of the Northern
Ireland golf tourism proposition and added value
for the national and international visitor need to
be developed and sustained, and the market and
customer focus of each segment of the industry
further developed.
The following are considered to be the key reasons why
golfers should visit and experience Northern Ireland.
• A diverse range of courses and experiences;
• Two golf courses of high quality that regularly
feature on reputable world-ranking lists;
• Some of the best hidden gem links golf in the world
with a value offer;
• Fully accessible golf courses;
• Excellent value for money at all ends of the market;
• A variety and diversity of golf courses within
compact travelling distances;
• A year-round opportunity to play links courses;
• Quality open amateur tournaments;
• A personalised experience that incorporates
Northern Irish culture and “craic”, i.e. The 19 th Hole
Experience;
• The quality and proximity of complementary
attractions and visitor experiences.
9. Currency exchange is also not a major constraint to these sophisticated golfers, although £/€/$ fluctuations may be, for more price-sensitive European