Abstract
The article focuses on four major assumptions that underlie the alternative conceptualization of public recreation marketing. It explains (1) the redistribution system within recreation resources are allocated; (2) the organizational structure of recreation agencies; (3) the ways in which public recreation agencies interact with local governments and citizens; and (4) the code of ethics and its influence on the behavior of recreation professionals. Finally, the article attempts to integrate these assumptions into an alternative definition of public recreation marketing that is termed “administered marketing.
Highlights
The past four decades have witnessed a worldwide acceleration in policies to privatize support for the provision of recreation services
Crompton [18] defined recreation marketing as: "a set of activities aimed at facilitating and expediting exchanges with target markets." This definition was adopted by the National Park Service, while O'Sullivan [5] preferred to borrow Kotler's [19] broader definition of marketing as "human activity directed towards satisfying needs and wants through exchange processes." Perhaps, the most comprehensive definition of marketing, because it included marketing management aspects, was suggested by Howard and Crompton (1980, p. 320) who largely drew much of their framework from Kotler's [19] conceptualization of nonprofit marketing: Marketing is the analysis, planning, implementation, and control of carefully formulated programs designed to bring about voluntary exchanges with target markets for the purpose of achieving agency objectives
Marketing is perceived as being concerned with satisfying clientele needs and, the marketing is defined as identifying and fulfilling visitors needs through the integrated use of marketing tools with the goal of creating consumer satisfaction, which is the organization’s primary goal
Summary
The past four decades have witnessed a worldwide acceleration in policies to privatize support for the provision of recreation services. 320) who largely drew much of their framework from Kotler's [19] conceptualization of nonprofit marketing: Marketing is the analysis, planning, implementation, and control of carefully formulated programs designed to bring about voluntary exchanges with target markets for the purpose of achieving agency objectives It relies heavily upon designing offerings consistent with clients' wants, and on using effective pricing, communication and distribution to inform, motivate, and service the markets. This conceptualization of recreation marketing rests on several fundamental concepts: (1) the organization as a resource converting mechanism, (2) voluntary exchange, (3) the notion of publics, (4) the marketing mix, (5) the marketing environment, and (6) equity. An agency should carefully analyze the opportunities and constraints in its external environment and use the four marketing mix elements to develop strategies that will lead to achievement of organizational goals [4]
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