Golf Business Now and the Future

This study examines the historical development process of golf in terms of cultural, industrial, and historical aspects, and aims to suggest future development strategies for the golf industry focusing on brand marketing. Golf has evolved from a pastime with origins in 15th-century Scotland to a global industry, transitioning from an aristocratic activity to a diversified, brand-driven market further revolutionized by screen golf. The COVID-19 pandemic accelerated golf's popularity as a socially distanced sport while simultaneously introducing new challenges related to economic uncertainty, ESG commitments, and digital transformation. The Korean golf industry, in particular, faces the dual challenge of preserving domestic market uniqueness while enhancing global competitiveness, requiring strategies that reflect shifting consumer behaviors, generational preference differences, and the need for sustainable business models. This study applies the SER-M analytical framework to identify industry-level conditions, challenges, and improvement directions, and offers strategic suggestions for the future development of the Korean golf industry.