- Golf has a long history dating back over 2,000 years. It originated in Scotland in the 15th century and has since spread around the world. - The document discusses the history and development of golf through various time periods and milestones. Key events include the establishment of the first golf clubs and organizations, the standardization of the 18-hole course, changes in golf equipment, and the addition of major tournaments. - Recent trends in the golf industry include increasing technology integration, health benefits attracting new players, and adapting to changing lifestyles through options like screen golf and shorter course formats.

1. JIHOON KWAK
st20087708
Proposal

2. Contents
Introduction
Background
Problem statement
Aims
Review of literature
Methodology
Timeline
Bibliography

3. Introduction

4. Introduction
Background
Problem statement
Aims
Review of literature
Methodology
Timeline
Bibliography
15

5. Introduction
Background
Problem statement
Aims
Review of literature
Methodology
Timeline
Bibliography

6. Introduction
Background
Problem statement
Aims
Review of literature
Methodology
Timeline
Bibliography
Golf market

7. Introduction
Background
Problem statement
Aims
Review of literature
Methodology
Timeline
Bibliography
History of golf, Technology, Trend, Market.
Why the golf industry should be studied?
Aim of the study.
Introducing references what I have read.
Introducing research methodologies.
Introducing study plan.

8. Background

9. Introduction
Background
Problem statement
Aims
Review of literature
Methodology
Timeline
Bibliography
Golf
history
100 BC
Early forms of Golf traced back to the Roman game of paganica, in which particip
ants used a bent stick to hit a stuffed leather ball
960-1279
Games similar to golf – called chuíw án — played with several clubs and a ball ar
e being played in China during the Song Dynasty
15th
Century The origin of the modern game is usually traced to Scotland. In the 15th
century
1457
The Scottish Parliament passed several acts banning the practice of the game, al
ong with football (soccer), because the two sports were interfering with archery pr
actice, which was necessary for national defence. The first act was passed in 145
7 by James II, King of Scotland, and it was reaffirmed in 1471and 1491.
1500
The ban on golf in Scotland is lifted and within two years King James IV of Scotla
nd takes up the game himself.
1552
Archbishop Hamilton’s Charter recognises the right of the people of St Andrews t
o play golf on the Old Course.
1567
Mary Queen of Scots reportedly plays golf just days after the murder of her husba
nd Lord Darnley.
1603
King James VI ascends to the English throne and his court begins playing golf at
Blackheath in London.
1724
The first known reference to golf balls being stuffed with feathers. They were prev
iously made from hard leather.
1729
The first known reference is made to golf in the USA with clubs being recorded in
the estate of William Burnet, the Governor of Massachusetts.
http://www.igfgolf.org/about-golf/history/
St Andrews golf club

10. 1744
The first Rules of Golf are set out by the Honourable Company of Edinburgh Golfer
s.
1754
The Society of St Andrews Golfers is formed. It became the Royal and Ancient Golf
Club of St Andrews in 1834.
1764
The Old Course at St Andrews is reduced from 22 holes to 18 holes. This became t
he recognised format for the game around the world.
1848
The gutta percha ball is introduced. It was a solid ball, made by softening strips of
gutta percha, (dried sap of a Sapodilla tree) in boiling water and then moulding the
ball by hand before placing it in cold water to harden.
1860
The first Open Championship is played at Prestwick and is won by Willie Park Senio
r of Scotland
1885
The secretary of Royal Liverpool Golf Club came up with the idea of an amateur ev
ent in which leading clubs were invited to send entrants. The Amateur Championshi
p is played for the first time in 1885 at Hoylake. It is won by Allan MacFie of Englan
d.
1890’s Persimmon becomes a popular wood for making club heads.
1893
The Ladies’ Golf Union is formed in the UK and the British Ladies’ Amateur Golf Ch
ampionship is played for the first time at Royal Lytham & St Annes. It is won by Lad
y Margaret Scott of England.
1894
The United States Golf Association (USGA) is formed in New York. One of its most
important functions was to serve as arbiter for questions of amateur status. The fiv
e charter members of the newly formed the USGA were the St. Andrew’s Golf Club
of Yonkers, N.Y., Newport (R.I.) Golf Club, Shinnecock Hills Golf Club in Southamp
ton, N.Y., The Country Club in Brookline, Mass., and Chicago Golf Club in Wheaton
, Ill.
Introduction
Background
Problem statement
Aims
Review of literature
Methodology
Timeline
Bibliography
Golf
history
18-hole clubs attracting golfers:
9 Hole : 21%
18 Hole : 61.7 %
(Shaw and Alderson, 1995)

11. 1895
The US Amateur Championship and the US Open are played for the first tim
e at Newport Country Club, Rhode Island and are won respectively by Charl
es B Macdonald (USA) and Horace Rawlins (England). The US Women’s Am
ateur Golf Championship is also played for the first time at Meadow Brook C
lub in Long Island and is won by Lucy Barnes Brown of the USA.
1900
Golf is played at the Paris Olympic Games. Twenty two participants took pa
rt (12 men and 10 women) from four countries who competed in 36-hole in
dividual stroke play events for men and women. The women’s Olympic cha
mpion was Margaret Abbot (USA) and Charles Sands (USA) was the men’s
champion.1901 The rubber cored Haskell ball is introduced. It changed the
way the game was played. The Haskell ball travelled farther than the old gut
ta-percha ball and cost considerably less because it could be mass produc
ed. The game’s popularity surged in response.
1901 The first Professional Golfers’ Association (PGA) is formed in the UK.
1904
Golf is played for the second time in the Olympic Games in St Louis. Only
men’s competitions were staged. (A team event of 36 holes stroke play wo
n by the United States of America’s team and an individual event was won
by George Lyon from Canada).
1916
The PGA of America is formed and the US PGA Championship is played for
the first time at Siwanoy Country Club in New York.
1921
The Ryder Cup is played for the first time between the men’s professionals
of Great Britain and the USA at Gleneagles. It is won by Great Britain.
1922
The Walker Cup is played for the first time between the men’s amateurs of
Great Britain and Ireland and the USA at the National Golf Links of America i
n Southampton, New York. It is won by the USA.
Introduction
Background
Problem statement
Aims
Review of literature
Methodology
Timeline
Bibliography
Golf
history

12. 1929 Steel shafted clubs are accepted by The R&A.
1930
Bobby Jones completed the Grand Slam of The Open, the Amateur C
hampionship, The US Open and the US Amateur Championship in on
e season.
1932
The Curtis Cup is played for the first time between the women’s amat
eurs of Great Britain and Ireland and the USA at Wentworth. It is won
by the USA.
1934
The inaugural Masters is staged at Augusta National. It is won by Hor
ton Smith of the USA.
1946
The US Women’s Open is played for the first time at Spokane Countr
y Club in Washington and is won by Patty Berg of the USA.
1950
The Ladies’ Professional Golfers’ Association (LPGA) is formed in the
USA.
1953
The Tam O’ Shanter World Championship of Golf becomes the first n
ationally televised golf tournament in the USA.
1955
The LPGA Championship is played for the first time at Orchard Ridge
Country Club. It is won by American Beverly Hanson.
1958
Representatives of 35 national amateur golf organisations form the W
orld Amateur Golf Council. They agree to stage the World Amateur Te
am Championship with teams of men competing for the Eisenhower
Trophy, named after President Dwight D Eisenhower. The event was
staged at the Old Course in St Andrews and Australia defeated the U
SA in a play-off.
Introduction
Background
Problem statement
Aims
Review of literature
Methodology
Timeline
Bibliography
Golf
history

13. 1964
A friendly match between the American Curtis team and France is expanded to i
nvite other international teams to establish a Women’s World Amateur Team Ch
ampionship. The trophy was provided by Mrs Espirito Santo Silva through the P
ortuguese Golf Federation. A total of 25 teams took part in the inaugural compe
tition at St Germain Golf Club in France which was won by the home team.
1976
The Women’s British Open is played for the first time at Fulford Golf Club. It is
won by England’s Jenny Lee Smith.
1980’s Metal woods made of stainless steel are introduced.
1994
The Evian Masters is played for the first time at Evian-les-Bains in France. It is
won by Helen Alfredsson of Sweden.
2000’s
Materials such as graphite, titanium, carbon fibre and tungsten are used to man
ufacture golf clubs.
2003 The World Amateur Golf Council becomes the International Golf Federation.
2009
The International Olympic Committee (IOC) votes in favour of golf returning to t
he 2016 Olympics in Rio de Janeiro.
2010
The 150th anniversary Open Championship takes place on the Old Course at St
Andrews.
2012 Work begins on the Rio 2016 Olympic golf course at Barra da Tijuca.
2016
Golf will be played at the Olympics in Rio de Janeiro for the first time in 112 yea
rs.
Introduction
Background
Problem statement
Aims
Review of literature
Methodology
Timeline
Bibliography
Golf
history

14. - Golf has long history (approximately over 2,000 years).
Introduction
Background
Problem statement
Aims
Review of literature
Methodology
Timeline
Bibliography
Golf History
Summary

15. Golf users segmentation
Ages
Population
Introduction
Background
Problem statement
Aims
Review of literature
Methodology
Timeline
Bibliography
Golf users
20 30 40 50 60
8.6
30.6
32.8
21.7
6.3
(%)
19.5
(2012)
(S-golf, 2014).

16. In 2013, the population of golfers has been increasing by 8.9% rather than in 2012.
This figure indicate that 2 times increase during last 5 years(S-golf, 2014).
Introduction
Background
Problem statement
Aims
Review of literature
Methodology
Timeline
Bibliography
Market

17. Introduction
Background
Problem statement
Aims
Review of literature
Methodology
Timeline
Bibliography
Market
Golf companies
Korea golf companies
Overseas golf companies

18. Among golf companies in Korea, the Golfzon Company provides people who are professionals and armatures with
appropriate service as well as the company understanding what the users want to. For example, screen golf is the
biggest business in Golfzon Company. It has not been having an effect on only increasing golf population, especially
young people, but also could be solution to busy workers who can playing golf for enjoying golfing in Korea. Also, these
days the company has been extending golf shop business.
Introduction
Background
Problem statement
Aims
Review of literature
Methodology
Timeline
Bibliography
Market
http://company.golfzon.com/GFZ/Default.aspx

19. The Golfzon Company has been increasing by providing screen golf in our society. Besides, population of golfers have
been increasing at the same time. (Seoul newspaper, 2014).
Introduction
Background
Problem statement
Aims
Review of literature
Methodology
Timeline
Bibliography
Market

20. Visited Volvik Company.
The company has been trying to improve golf market.
Visited JDX which makes golf wear shop.
A staff who works for JDX in 15 years told me that these
days population of young golfers have been increasing.
Visited Castelbajac which makes golf wear shop.
There are a lot of fashionable items.
Visited Honey golf which sells normal golf products.
This shop was typical golf shop in Korea.
Introduction
Background
Problem statement
Aims
Review of literature
Methodology
Timeline
Bibliography
Market

21. I have been to Americangolf shop in the U.K last year.
There are much more golf products than in Korea. I could understand
ethnography of golf industry. There are self electronic carts which uses in golf
courses because there are not carts in the States.
Introduction
Background
Problem statement
Aims
Review of literature
Methodology
Timeline
Bibliography
Market

22. -Golf market has been increasing both Korea and other countries.
-Especially the population of golfers have been increasing gradually
by introducing screen golf in Korea.
-There are different golf culture between Korea and other countries.
Introduction
Background
Problem statement
Aims
Review of literature
Methodology
Timeline
Bibliography
Market
Summary

23. Introduction
Background
Problem statement
Aims
Review of literature
Methodology
Timeline
Bibliography
Trend
- Playing golf can help us to improve our health.
- Playing golf is helpful for children to prevent obesity.
Golfdigest, 2015
The biggest fitness trend of 2015

24. Introduction
Background
Problem statement
Aims
Review of literature
Methodology
Timeline
Bibliography
Trend
Smart magazine
As providing iPhone with people, the way to contents supply and consumption has been changing. Golf contents also
has been showing through various kinds of contents. For instance, we can watch the golf contents in smartphones,
tablets and magazines such as Golfdigest.
Electronic caddy
Increasing of electronic distance measuring equipment have an effect on decrease rate of caddies. This device can
provide golfers with information that are distance of golf courses and golfer’s swing tempo. This is why many golfers do
not want to caddies. They believe that electronic distance measuring equipment could be caddies.
Screen golf
There are several advantages in screen golf. It has been contributing golf industry to attract young generation and
increasing rate of new golfers. Also, the screen golf is cheaper than golf clubs as well as convenience.
Mini course
According to decrease population of golfers in the States, Jack Nicklaus who is professional golfer insist that make
nine-hole or twelve-hole to attract more golfers. It could be success to attract people by reflecting change of lifestyle.
Because making nine or twelve holes can reduce time. Golfdigest, 2014
2014 golf trend 18 in Korea

25. - Golf has long history (approximately over 2,000 years).
- Recently, golf has been becoming one of the best population sports.
- Increasing technology and people’s life have been being impact on golf market.
- Playing golf can help us to improve our health.
- Playing golf is helpful for children to prevent obesity.
Introduction
Background
Problem statement
Aims
Review of literature
Methodology
Timeline
Bibliography
Summary

26. Problem statement

27. I could not find golf services and products anywhere for teen ages in Korea.
Also, many authors insist that there are not many studies of golf industry, and
most golf clubs do not consider what customers’ needs. That is why I could
find problems in golf industry by studying golf industry.
Introduction
Background
Problem statement
Aims
Review of literature
Methodology
Timeline
Bibliography
Problem statement

28. Aim

29. Aim of the study
Keywords
Relational
cohesiveness
3-D model of experience
Sensual thread
Judgment thread
Compositional thread
Interactivity
Main keyword Sub keyword
Introduction
Background
Problem statement
Aims
Review of literature
Methodology
Timeline
Bibliography
Aim
My aim of the study is that design golf education service for between 3rd and 6th grade
primary school students to attract playing golf by investigating relational cohesiveness
methodology.
Peer effect
Relational cohesiveness?
The way to control compositional experience according to provide the most harmonious experience for users (Kim,
2015).
Compositional thread
Sensual thread
Judgment thread

30. Relational cohesiveness
High
Low Time
15th century 1885 1900 1953 2003
The relational cohesiveness could be changed by external environment and
characteristic of particular areas.
Introduction
Background
Problem statement
Aims
Review of literature
Methodology
Timeline
Bibliography
Aim

31. Introduction
Background
Problem statement
Aims
Review of literature
Methodology
Timeline
Bibliography
Aim
Hypothesis 2
If they playing golf, their grade would be increasing.
Because playing golf is required high concentration.
Hypothesis 3
If they playing golf, their social relation would be high.
Because we can see everything of partner which are personality and
naked body when they playing golf.
Hypothesis 1
If they playing golf, the population of golfers would be increasing after 5 years.
Because when higher grade students of primary school grow up, they could
have an effect on increasing golf population.

32. Review
of
literature

33. Introduction
Background
Aims
Review of literature
Methodology
Timeline
Bibliography
Title Content Keywords Insight
Towards a taxonomy of a golf-
destination brand personality:
Insights from the Algarve golf
industry
This research explores how the golf industry in the
Algarve positions golf destinations in terms of personality.
The paper concludes by stating how the scale can be
useful for marketing and positioning purposes.
Marketing,
Management,
personality traits
To provide golfers to good
experience, we should consider
quality golf courses, climate,
accommodation and food around golf
clubs. And well-established brand
personality is important to attract
people.
Marketing golf’s health benefits
can help the game’s own health
Playing golf can be part of the plan for healthier living.
1. "Sports are becoming like music; we watch them
instead of play them."
2. Playing golf can be part of the plan for healthier living.
3. Walking instead of riding golf-carts is not only get
exercise, but also have the opportunity to talk with family
and friends.
Health, Sport,
Communication
Playing golf is not only helpful
improving physical health but also
mind-control.
The marketing activities of new
golf developments in the UK
and Ireland
Many developers have ignored the trends in the market
preferring to develop more luxurious facilities rather than
what their customers want. This is because the author
insist that new golf developments could achieve greater
success by improving their understanding of their market,
their customers and competitors, by conducting thorough
market research prior to developing the course.
Marketing, Customers’
needs, Price, Potential
customers
If we want to attract customers, we
should know their needs. Also, we
need to make products and services
for them by considering users needs.
Perceived fairness of revenue
management in the US
industry
Revenue management has been widely adopted in the
airline, hotel and rental car industries, but has only
recently gained attention in the golf industry.
Duration control,
demand-based pricing,
revenue management,
customer satisfaction
Golf course management might
attract many golfers by providing
good services.
Review of
literature

34. Introduction
Background
Aims
Review of literature
Methodology
Timeline
Bibliography
Title Content Keywords Insight
Sideline and event
management in golf
This report provides a brief introduction to the game
of golf for those unfamiliar with its play, an overview
of the types of injuries seen, and consideration in
providing care for a variety of golf competitions.
Injuries, medical
coverage, Weather, safety
The weather could be influence on
playing golf.
Creative golf management
As some golf courses continue to struggle to stay
open in our slowly improving economy, owners and
operators need to look for creative ways to stay
viable and provide quality golf course conditions
and the highest levels of customer service possible.
Golf management, Golf
facilities, local
neighborhoods, golf
courses, visitors
To improve rate of revisit, it is
necessary to develop local services,
such as various kinds of restaurants.
Golf in Europe
Golf course construction is one of the world’s fastest
growing types of land development. The game is a
major component of the leisure and tourism
industries.
Golf course, Environment
management, Ecology
We have to think about nature
environment when we make new
golf products or services.
Design for experience
1) This book bases its foundation on the
understanding of an experience in the perspective of
both eastern and western philosophies and
humanities. 2) This book seek to provide a frame for
strategic thinking about our experiences. 3) This
book present key UX factors that are necessary for
providing great experience. 4) This book present
specific design features that can be used to create
products and services with good experience.
User experience, Design
strategies, Real
experience
This book can help my topic to
approach design perspective. I
could find how to develop golf
market by applying these
methodologies which came from
Design for experience.
Review of
literature

35. Methodology

36. Introduction
Background
Aims
Review of literature
Methodology
Timeline
Bibliography
Primary research
Questionnaire Interview Shadow tracking
Secondary research
Desk research References,
Articles,
Magazines
Methodology
Field research

37. Timeline

38. Desk research
Questionnaire
In-depth interview
Shadow tracking
Field research
Grouping
Keywords
Analysis
Trend / Technology / Economic / Ethnography
Between 50 and 100 people
Between 5 and 10 people
Between 5 and 10 people
Visiting golf ranges / golf companies / golf shops
Writing inspiration down every moment
Categorization information all of stages
Using segmentation map or behaviour map
Reexamination
Introduction
Background
Aims
Review of literature
Methodology
Timeline
Bibliography
Timeline
~17/03/2016
~09/04/2016
Every moment
~13/04/2016
5 Days
7 Days
4 Days
5 Days
5 Days
2 Days
4 Days
~17/04/2016
Total: 32 Days

39. Introduction
Background
Aims
Review of literature
Methodology
Timeline
Bibliography
Timeline
Hwarang elementary school
Field trip plan
Hwahong elementary school
Korea Elementary school golf association Habin Elementary school

40. Introduction
Background
Aims
Review of literature
Methodology
Timeline
Bibliography
Timeline
Volvik company
Field trip plan
JDX shop
Golfzon company

41. Introduction
Background
Aims
Review of literature
Methodology
Timeline
Bibliography
- http://www.screengolfnews.com/news/view.html?section=1&category=167&no=795 S golf 2014.
- 곽지영, 김민철, 2014, 골퍼의 라운드 시 행위에 대한 골프장 캐디의 주관적 인식체계 유형.
- Kim, Baek, 2014, Golf Course CRM and among customer satisfaction, revisit , switching costs Effect relationship analysis.
- Kim, Jang, 2006, Golf Factor and Purchase Tendencies According to Golfer’s Demographic Characteristics.
- http://www.seoul.co.kr/news/newsView.php?id=20141103016002
- http://www.forbes.com/pictures/fgjd45eldm/10-risk-based-security-and-self-protection-2/#2c6f41dd61d0
- http://www.golfdigest.com/story/the-biggest-fitness-trend-of-2
- http://www.golfdigest.co.kr/gd/index.php?mid=textyle&document_srl=934732&vid=Magazine
- http://www.screengolfnews.com/news/view.html?section=1&category=167&no=795
- Shaw, V. and Alderson, J. (1995). The marketing activities of new golf developments in the UK and Ireland. Journal of
Marketing Practice: Applied Marketing Science, 1(3), pp.53-67.
Bibliography