Abstract
The purpose of this paper is to examine the factors influencing and inducing leisure travel; to convey the sensitivity of rail travel receipts to the performance of the economy and more particularly family and personal disposable incomes; to examine the potential for further market research; and finally, to determine ways and means of attracting marginal revenue in the sustainable recreation/tourism sphere to a major public sector asset. The paper focuses on leisure marketing by Britain's national railway corporation, British Rail (BR), and the relevant activities of its three passenger business sectors: Network SouthEast (NSE), which operates regional and local services in London and the South East (though not the London ‘tube’ system); Regional Railways, which operates regional and local services elsewhere in Great Britain; and InterCity, which operates the long distance express services. The paper reviews BR's fares promotions of recent years and in particular draws on some examples taken from Regional...
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