Table Of ContentLeisure Marketing
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Leisure Marketing
A Global Perspective
Susan Horner
John Swarbrooke
AMSTERDAM • BOSTON • HEIDELBERG • LONDON • NEW YORK • OXFORD
PARIS • SAN DIEGO • SAN FRANCISCO • SINGAPORE • SYDNEY • TOKYO
Elsevier Butterworth-Heinemann
Linacre House, Jordan Hill, Oxford OX2 8DP
30 Corporate Drive, Burlington, MA01803
First published 2005
Copyright © 2005, Susan Horner and John Swarbrooke. All rights reserved
The rights of Susan Horner and John Swarbrooke to be identified as the authors of this
work has been asserted in accordance with the Copyright, Designs and Patents Act 1988
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ISBN 0 7506 5550 X
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Contents
Preface ix
Part One Introduction 1
Introduction 3
1 What is marketing? 5
2 What is leisure? 21
Part Two The international dimension 29
Introduction 31
3 The international market 33
4 The international leisure industry 45
5 The international business environment 52
Part Three The marketing mix and leisure 77
Introduction 79
6 Product 81
7 Price 101
8 Place 116
9 Promotion 127
Part Four Marketing planning in leisure 145
Introduction 147
10 Where are we now? Current situation analysis 149
11 Where do we want to go? The setting of goals and objectives 164
12 How will we get there? Developing the strategy 174
13 How will we know when we get there? Monitoring, review and evaluation 181
Part Five Marketing in the different sectors of the leisure industry 187
Introduction 189
14 Visitor attractions 191
v •• •• •• ••
Contents
15 Accommodation 197
16 Tourist destinations 203
17 Tour operation 210
18 Transport 217
19 Resort complexes 225
20 Retail travel 230
21 Arts and entertainment 235
22 Recreation and sport 242
23 Leisure shopping 250
24 Restaurants and catering 255
Conclusions 262
Part Six Topical issues in leisure marketing 265
Introduction 267
25 Competition and competitive advantage 269
26 Quality 277
27 Ethics and social responsibility 286
28 Marketing research and relationship marketing 296
Part Seven The wider context 307
Introduction 309
29 Leisure and the wider consumer society 311
30 Globalisation 316
Part Eight Conclusions 321
Part Nine Case studies 329
Introduction 331
Case study 1 The Victoria and Albert Museum (V&A) 333
Case study 2 Disneyland Resort, Paris: The marketing mix 340
Case study 3 Modern art museums 343
Case study 4 Health, leisure and tourism marketing 347
Case study 5 Manchester United: Marketing the brand 353
Case study 6 Sofitel hotels and resorts 356
Case study 7 ‘Souljourn’ USA: ‘Guiding the world to the best of
Black culture’ 359
Case study 8 Hilton Head Island, USA: The leisure island for golf and
leisure shopping 361
Case study 9 Las Vegas: The world of casinos and themed hotels 365
Case study 10 New niche markets in the leisure industry: The boutique
hotel, the clubbing holiday and the music festival
experience 369
Case study 11 International film and the tourism industry 373
• • • • vi
Contents
Case study 12 The growth of the online retail travel market 379
Case study 13 Tour operators’ brochures and advice for tourists aboutsafety 383
Case study 14 Leisure travel magazines and the Islamic tourism market 388
Glossary 391
Bibliography and further reading 398
Index 404
vii •• •• •• ••
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Preface
This book is designed to offer a truly international perspective on marketing in the
diverse field of leisure. It is not simply meant to be a description of the situation in indi-
vidual countries. Instead it is an attempt to take a supranational view of the subject for
we believe leisure is now a truly global phenomenon. However, before we plunge into
the debates with which the book is concerned, perhaps we should begin by explaining
why we believe there is a need for a book on leisure marketing, in the first place.
First, why leisure? This industry, if single industry it is, has grown dramatically in
recent decades. Leisure has been in the vanguard of the development of the modern con-
sumer society. Furthermore, the authors believe that the word ‘leisure’ is a convenient
umbrella term for a range of different sectors or individual industries. However, it is also
true that, as the book will show, there are still some major differences between the differ-
ent sectors of leisure.
Secondly, why marketing? Because marketing is the ‘buzz word’ of modern manage-
ment theory and practice, in both the public and private sectors, across the world. The
concept of marketing has been broadened to the point where it now appears to encom-
pass most aspects of corporate life. It is particularly appropriate to take a marketing
approach when one is looking at service industries like leisure, for it is in such largely
modern industries where staff and customers interact on a face-to-face basis, that many
modern innovations in marketing have been born.
The book has been designed to be both valuable, and, hopefully, stimulating for a var-
iety of audiences, including:
(cid:2) undergraduate and postgraduate students on leisure-related courses;
(cid:2) students on business courses, who have an interest in service industries;
(cid:2) students following vocational courses, for example GNVQ courses in the UK;
(cid:2) lecturers who teach on leisure-related courses;
(cid:2) managers, working for regional, national and international leisure organisations.
This book draws heavily on our 1996 book, Marketing Tourism, Hospitality and Leisure in
Europe, but it has been substantially modified and updated with the addition of new case
studies.
The text is split into a number of sections, as follows:
(cid:2) Part One provides the context for the book and includes a discussion of the meaning of
the terms ‘leisure’ and ‘marketing’.
(cid:2) Part Two sets out the international dimension of leisure in terms of the supply and
demand sides, and the business environment of leisure organisations.
ix • • • •
