시장변화와 법적･제도적 문제점 분석을 통한 국내 골프장의 경쟁력 강화 방안 모색

The purpose of this study was to find management strategies to improve the competitiveness of golf courses in Korea by examining the problems of golf courses in Korea due to social change and inadequate laws and systems based on the opinions of golf industry experts. For this study, 1-3 rounds of delphi method were used. To select a panel of experts, 17 experts with the experience of over 10 years in the industry including those involved in golf course management, professors, field managers were selected through a purposeful sampling, a non-probability sampling method. This study found the following results. First, the problems related to social change by order of importance were irrational licensing procedure, which needs to be simplified, deepened inequality between the metropolitan area and non-metropolitan areas, deterioration of business performance due to increased number of golf courses, and refund of membership. Second, the problems related to laws and systems by order of importance were unfair taxation, irregular operation of public golf courses because unfair tax and tax burdens for users, and inadequate protection of workers(game helpers). Based on these findings, to improve the competitiveness of golf courses in Korea, the following methods are needed urgently; Establishment of unique marketing strategy for each golf course using unique Customer Relationship Management(CRM) system; Improvement of caddie system; Reduction of customer transaction through cost saving efforts such as reduction of beverage costs at snack bars; Relaxation of governmental regulations including reduction of tax. Management strategies for competitiveness in golf course include development of tour products including golf games, transformation of golf courses to satisfy customer needs and respect individuality of customers, active sales activities by caddies(game helpers, field managers), and reduction of green fees and costs. In addition, it is necessary to attract new golfers, such as seniors, women, and adolescents and golfers from other areas and foreign countries in cooperation with travel agencies.