Factors influencing the growth of the golf industry in China

Abstract

This study aims to explore and analyze the current trend of the golf industry in China.  It have been realized that the golf industry in China is very huge of monetary value.  The world largest golf infrastructure of complex are located in China, whereas the trend is seen as continuously.   However, in China, the concept of golf contains particular semiotic meaning because it dictates the understanding of luxury products. This research is conducted with the qualitative approach, of with the in-depth interview were applied, The ten interviewers are those experienced and well known executives from various organizations directly involved in the golf industry. The finding are that in recent years until now the market has been expanding in higher and higher curve very year. This is the result of the rapid economic grow in China.  Another important reason is that the emergence of wealthy Chinese business people tremendously in most provinces, especially in major business province centers. From all the interviewees, they commented the same aspect that  the main attributes are the aspects of economy and Chinese culture that influence the development of golf as a luxury product in China. In addition, the findings analyzed the way that influences such as economy, politics, culture, technological advancement, geographic factor and environmental factors are influencing current and future golf development. Practical Implications From a managerial standpoint, the findings of the present study suggest that golf course managers should emphasize not only global brand positioning but also golf customers’ value perceptions derived from a global brand image. In particular, the competition of the Korean golf course industries has been intensified due to the oversupply of golf courses every year.