An investigation of key market growth factors that influence the “luxurisation” of golf industry in China

Abstract

This study aims to investigate the key market growth factors for golf development in China as a luxury product. After nearly 30 years of development, China now has the largest golf complex in the world and in recent years the market is growing at its fastest pace. Due to rapid economic growth and the emergence of a large number of wealthy people, it has been argued that the consumption of luxury will increase. However, little research has been carried out to answer the question why a foreign game could develop so robustly, and the key factors that have contributed to its growth in relation to its unique features.  Both questionnaire and in-depth interviews were adopted in the study. Valid questionnaire responses were collected from 213 golf managers in China. The results were supported by evidence from interviews with 5 experienced golf course managers who have worked in several golf courses around China. It is found that that the economic and cultural factors are the key market growth factors for the development of golf as a luxury product in China. The findings also discuss how political, economic, cultural, technological, geographic and environmental factors are influencing current and future golf development.