Abstract
The hospitality industry is a broad and varied segment of the service industry, with the golf club industry being a sector within it. Resources or services within golf club operations include food and beverage, housekeeping and facilities; all which have an effect on management’s capabilities of business survival.
The golf club member is constantly exposed to varying service levels, which result in perception shifts. Guest satisfaction is all important within the hospitality industry, and even as perceptions change, management should constantly be aware of this shift. The ability to measure service and performance levels assists management to detect warning signs concerning the sustainability of the operation. The purpose of this research is to establish whether there is efficient use of all available resources in the form of facilities, human resources and ICT (Information and Communication Technologies), within the various departments at golf clubs in Gauteng in order to deliver quality service, ensure guest satisfaction and sustainability of the business concern.
The research utilised a mixed methods and action research design by using a questionnaire for quantitative data collection, as well as in-depth interviews for qualitative data collection. The first stage of data collection involved questionnaires being distributed to general managers at golf clubs in Gauteng. Following this, semi-structured interviews with purposively selected managers were conducted. The data indicates facilities and services that are available, whilst comparing the total number of employees with revenue earned and the efficiency of the operation. As the experience and backgrounds of the general managers are so varied, the interviews were used to identify areas of focus with regard to sustainability. The research concluded that the age of the club, increased number of facilities and increased number of members together with service quality, contributed to the sustainability of the golf clubs. Management in the clubs indicated that the shift in member perception, changes in global trends and subsequent changes in member needs, should be carefully analysed together with the financial status in order to remain relevant to the current members and to attract new members.
Keywords: Hospitality, golf clubs, service quality, resource efficiency, performance measurement, sustainability.
M.A. (Tourism & Hospitality Management)