The Importance of Marketing Strategies in Leisure Tourism

Abstract

Using illustrations and case studies from a wide range of leisure organizations, it highlights important areas of leisure marketing which may have been overlooked in other texts. These include: the key characteristics of leisure activities which are significant to marketing, i.e. the absence of necessity, the pursuit of personal satisfaction, the importance of play, and its social implications; the way that many leisure organizations exist because of the owner's personal enthusiasm, or belief in the intrinsic value of the subject (artistic, scientific, social or political) rather than a simple profit motive; the need to examine the external influences on the market, in terms of the effects they have on the key determinants of leisure demand - time, income and access to facilities.