The marketing of recreation is unique and demands special consideration when compared with other products and services. Although general marketing theories and techniques seem to be appropriate, they tend to be more product oriented. Service marketing has far more relevance as a base concept to build upon to identify new marketing theories and techniques to accommodate this different subject matter area.
Warnick, Rodney B.
"Marketing Recreation: Unique Characteristics of a Service Market Orientation,"
Visions in Leisure and Business: Vol. 3:
2, Article 3.
Available at: https://scholarworks.bgsu.edu/visions/vol3/iss2/3