Marketing has, in recent years, become an integral part of the public leisure service profession. However, through adapting marketing practices and techniques an emphasis on providing the most popular recreation opportunities may result. This paper reviews some recent literature on the leisure service marketing process and argues that there is a current bias toward increasing market share and patronage. This bias reduces the importance of a number of "quality" issues which are necessary functions of public leisure service agencies, these include; benefits to participants and society, environmental protection, leisure needs and satisfaction levels and diversity of recreational opportunity. A framework for the inclusion of these quality considerations in marketing models and techniques is outlined.
Orams, Mark B.
"Leisure Services Marketing: Quantity or Quality?,"
Visions in Leisure and Business: Vol. 13:
1, Article 5.
Available at: https://scholarworks.bgsu.edu/visions/vol13/iss1/5