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The Action Plan, and who will lead itAnnex 1 |
DEVELOPMENT |
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>Appoint a National Golf Tourism Development Manager to lead implementation of this strategy and liaise with RGDGs and the private sector. |
August 2000 |
VisitScotland with SE and HIE |
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>Develop and implement training packages to assist courses with marketing, business planning and pricing policies etc. to help them become more commercially aware and establish business benefits from golf tourism income. |
Materials by |
SE and HIE with RGDGs, SGU and SIGTOA |
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>Encourage establishment of regional golf development groups where appropriate, that make sense to the visiting golfer. |
October 2000 |
Golf Tourism Development Manager, with SGU, ATBs and LECs. |
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>Establish a series of "golf classic" competition events, as a means of increasing the number of visiting golfers especially at off peak times and at courses where excess capacity exists. |
2 by September 2000 and 4 by 2002 |
SGU / Private sector with Ent. Networks, RGDGs, VisitScotland and SIGTOA |
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>Encourage and support the provision of new and improved quality golf course infrastructure and visitor facilities, where need and additionality are demonstrated. |
ongoing |
Golf clubs with Enterprise Networks and sportscotland |
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>Encourage and support the uptake of the SNH/SGU Scottish Golf Course Wildlife Initiative by clubs and the participation of visitor accommodation and golf club houses in the Green Tourism Business Scheme.* |
ongoing |
SGU/SNH with Enterprise Networks, RGDGs and VisitScotland* |
SERVICE DELIVERY |
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Customer Service Skills |
Content agreed by October 2000, 250 participants by 2001 |
SE, HIE with SGU, ATBs, RGDGs and SIGTOA |
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Packaging, pricing and point of sale |
September 2000 |
VisitScotland with trade |
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>Establish the price-competitiveness of the Scottish golfing product in our main golf markets, through consultation with tour operators and research with (potential) consumers. |
September 2000/ongoing |
VisitScotland |
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>Establish the relevant importance and growth potential of the channels of delivery of the Scottish golf product (i.e. via tour operators/intermediaries; purchase direct from hotel; on-line internet booking), through consultation with the Scottish trade and consumer research. |
September 2000 |
VisitScotland with RGDGs and trade |
PROMOTION |
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>Re-assert and develop the brand image of Scotland as the "Home of Golf", by: |
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>promoting unique Scottish golfing themes in respective markets, e.g. "Hidden Gems", Braid courses, island golf, women's golf etc. |
ongoing |
VisitScotland with ATBs, RGDGs, trade and SIGTOA |
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>identifying and investing in key specialist golf media to reinforce our brand image and highlight courses and events |
ongoing |
VisitScotland with ATBs, RGDGs and trade |
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>increasing our investment in consumer PR, within growth markets |
ongoing |
VisitScotland with ATBs, RGDGs and trade |
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>enhancing Scottish golf's presence at championships and events likely to get worldwide media coverage - e.g. the Millennium Open at St Andrews |
ongoing |
VisitScotland with ATBs, RGDGs, trade and sponsors |
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>developing a long-term events strategy aimed at creating awareness of Scotland as a golf destination, through securing more high profile competition circuit events for Scotland such as the Ryder Cup, Solheim Cup and in particular Ladies and Junior events. |
March 2001 |
SGU with other Scottish Golf Organisations, |
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>Improve the range and quality of information provision about Scotland's golf product, thus providing marketing opportunities for the private sector, through: |
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>establishing golf marketing areas for Scotland that make sense to the visiting golfer |
October 2000 |
VisitScotland with ATBs, RGDGs and SGU |
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>producing a definitive Scottish Golf Guide |
April 2001 |
SGU with trade |
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>producing a new version of the Scotland golf map |
July 2000 |
VisitScotland |
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>creating a golf gateway page within www.visitscotland.com hotlinked to www.scottishgolf.com and other relevant golf tourism sites |
January 2001 |
VisitScotland |
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>developing www.scottishgolf.com as a comprehensive golf information and booking website |
Information by July 2000 and booking by January 2001 |
SGU with trade |
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>ensuring specialist golf tour operators meet with and are kept up to date with hotels, clubs, operators, and national and regional golf promotions etc. through workshops and newsletters. |
ongoing |
VisitScotland with ATBs, RGDGs and trade |
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>Ensure this information is easily and readily available to those golfers most likely to come to Scotland from the main leisure and corporate golf markets of the UK, USA, Scandinavia and Germany through: |
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>exhibiting at golf shows with Scotland golf specialists |
ongoing |
VisitScotland with ATBs, RGDGs and trade |
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>expanding the use of direct marketing including internet based marketing to communicate special offers, events and products |
ongoing |
VisitScotland with ATBs, RGDGs and trade |
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>advertising the url of the website |
ongoing |
VisitScotland with SGU and trade |
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>encourage golf operators to develop and promote Scottish golf packages. |
ongoing |
VisitScotland with RGDGs and trade |
RESEARCH AND MONITORING |
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>Assess the availability of tee times for visiting golfers on a regional basis. |
April 2001 |
RGDGs with SGU, ATBs, VisitScotland and golf courses |
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>Put in place a mechanism to standardise the way in which golf tourism is measured and introduce a national golf tourism survey. This should include assessment of customer demands and satisfaction levels, customer profiling, usage/visit/booking patterns etc. |
November 2000 |
VisitScotland with SE and HIE, SGU, RGDGs, trade and SIGTOA |
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>Ensure the dissemination of research findings, market analysis and best practice in golf products and services to the Scottish golf tourism sector. |
ongoing |
VisitScotland with SGU, SE, HIE and RGDGs |
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>Research UK and overseas markets to identify emerging opportunities and new markets. |
ongoing |
VisitScotland with SE and HIE |
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>Monitor progress towards implementation of the golf tourism strategy. |
biannual review |
SGTE |
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Abbreviations: |
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ATBs |
Area Tourist Boards |
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HIE |
Highlands & Islands Enterprise |
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RGDGs |
Regional Golf Development Groups |
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SE |
Scottish Enterprise |
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SGTE |
Scottish Golf Tourism Executive |
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SGU |
Scottish Golf Union |
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SIGTOA |
Scottish Incoming Golf Tour Operators Association |
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SNH |
Scottish Natural Heritage |
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VisitScotland |
VisitScotland |
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