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16.1 million social posts reveal golf’s great divide

February 9, 2023/in News, Press Release/by Admin

16.1 million social posts reveal golf’s great divide: Syngenta today publishes the findings of a pioneering social media listening project analyzing 16.1 million mentions of golf to learn what people say about the sport as well as their experiences of the game. Golf & Social Media: The Great Divide, free to download from www.syngentagolf.com, has been […]

Awards galore for Carnoustie Golf Links

February 9, 2023/in News, Press Release/by Admin

Awards galore for Carnoustie Golf Links: The Championship Course at Carnoustie Golf Links, ‘Golf’s Greatest Test’ and host of The 147th Open in 2018, was named best golf course in Scotland at the 2023 Scottish Golf Tourism Awards. Carnoustie Golf Links was successful in the Best Golf Course over £150 category for the third time […]

16.1 million social posts reveal golf’s great divide

February 9, 2023/in News, Press Release/by Admin

Awards galore for Carnoustie Golf Links

February 9, 2023/in News, Press Release/by Admin

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16.1 million social posts reveal golf’s great divide

February 9, 2023/in News, Press Release/by Admin

16.1 million social posts reveal golf’s great divide: Syngenta today publishes the findings of a pioneering social media listening project analyzing 16.1 million mentions of golf to learn what people say about the sport as well as their experiences of the game.

Golf & Social Media: The Great Divide, free to download from www.syngentagolf.com, has been produced in conjunction with global market research firm Ipsos and, using its Artificial Intelligence enabled Synthesio platform, explores key conversations and customer reviews, providing insights on why people play golf in two leading golf markets: the United States and the United Kingdom.

16.1 million social posts reveal golf’s great divide

As well as identifying the most talked about topics online (professional golf 20%, personal experiences 16% and equipment 13%), the interactive report highlights important themes, including:

News drives conversations: Donald Trump and controversial topics such as LIV Golf supercharge online activity, but create negative sentiment, impacting golf’s reputation
Experiences drive interactions: while news about golf is negative, mentions of experiencing golf are positive, with posts on Instagram generating 41% of all interactions, engaging golfers and non-golfers alike
You’re either a golfer… or you’re not: real or perceived, golf still faces a challenge with exclusivity, and prospective players need to feel they are joining an inclusive community to be able to perceive themselves as golfers.

By analyzing customer reviews and understanding what motivates people to play golf, two clear customer profiles emerged: Insiders and Outsiders.

With both groups playing or attracted to golf for different reasons, golf faces a challenge – and an opportunity – to generate business growth by meeting the needs and expectations of both customer profiles.

Mark Birchmore, Head of Global Marketing for Syngenta Turf and Landscape, said: “This is the first major market study we have undertaken since publishing our findings highlighting a $35 billion market opportunity to grow female participation.

“What’s changed since then – and over the decade since we have been publishing customer insights reports as part of our Syngenta Growing Golf campaign – is the exponential rise of social media and its multiple channels of influence. Working with Ipsos and using AI to analyze millions of posts has enabled us to take a deep dive into social media and extract key insights and solutions for golf.

“As with all our reports, the purpose is to help golf courses better understand customers and use the insights for business growth.”

Golf & Social Media: The Great Divide is published today at the GCSAA Conference and Trade Show, and will be followed throughout the year by supplementary studies into key topics including Gender, Diversity, Sustainability and Golf Entertainment.

DOWNLOAD Golf & Social Media: The Great Divide

To receive market insights and success stories of individuals and businesses transforming golf, visit Syngenta Growing Golf: http://www.syngentagolf.com

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Awards galore for Carnoustie Golf Links

February 9, 2023/in News, Press Release/by Admin

Awards galore for Carnoustie Golf Links: The Championship Course at Carnoustie Golf Links, ‘Golf’s Greatest Test’ and host of The 147th Open in 2018, was named best golf course in Scotland at the 2023 Scottish Golf Tourism Awards.

Carnoustie Golf Links was successful in the Best Golf Course over £150 category for the third time in recent years and the awards didn’t end there as Carnoustie pipped the competition to take home the ‘Best Pro Shop’ Award for the second time in as many years.

Awards galore for Carnoustie Golf Links

The Championship Course at Carnoustie was up against a shortlist which included Castle Stuart, the King’s Course at Gleneagles and North Berwick.

Links Superintendent, Kevin Stott, said “This award recognises the hard work and effort that our whole team put in to looking after our world class golf courses and facilities every day. We are extremely proud to present the courses at Carnoustie in an outstanding condition to our local, national and international guests”

Rebecca Tully, Head of Merchandise, said: “Our Professional Shop has grown from strength to strength over the years. We picked up this same award in 2022 and couldn’t be more delighted to be awarded it again this year. We are committed to providing the very best offering and experience at Carnoustie, and this award is testament to the efforts that we put in every single day.”

Carnoustie Golf Links also picked up the Leisure, Tourism and Hospitality Award at The Courier Business Awards in late 2022. The last 12 months have seen a number of other successes at Carnoustie, including the launch of their research hub in collaboration with Abertay University and the launch of its brand-new High Performance Junior Programme. History was made at Carnoustie in August 2022 when they hosted the Boy’s and Girl’s Amateur Championships – where the finals were played alongside each other for the first time ever and late 2022 saw the near completion of the Seagreen development project stage at Carnoustie which will provide Scotland, and the wider UK, with critical green infrastructure and will become Scotland’s largest offshore wind farm, helping to meet Scotland’s net-zero targets and tackle climate change.

For the latest industry news visit turfmatters.co.uk/news

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Awards galore for Carnoustie Golf Links

Awards galore for Carnoustie Golf Links

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Awards galore for Carnoustie Golf Links

Awards galore for Carnoustie Golf Links: The Championship Course at Carnoustie Golf Links, ‘Golf’s Greatest Test’ and host of The 147th Open in 2018, was named best golf course in Scotland at the 2023 Scottish Golf Tourism Awards.

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