Leisure marketing aims to understand the needs, preferences, and behaviors of individuals seeking leisure experiences and to develop effective strategies to meet those needs and attract them to specific leisure offerings. The importance of leisure marketing lies in several key areas: Understanding Consumer Preferences: Leisure marketing helps businesses understand the evolving preferences and desires of consumers in the leisure industry. By conducting market research and analyzing consumer behavior, businesses can tailor their offerings to better meet the needs and expectations of their target audience. Differentiation and Competitive Advantage: In a competitive marketplace, effective leisure marketing can help businesses differentiate themselves from competitors and create a unique selling proposition. By highlighting the distinctive features and benefits of their leisure offerings, businesses can attract customers and build a loyal customer base. Maximizing Revenue and Profitability: Leisure marketing plays a crucial role in maximizing revenue and profitability for businesses operating in the leisure industry. By effectively promoting their products and services, businesses can attract more customers, increase sales, and optimize pricing strategies to maximize profits. Enhancing Customer Satisfaction and Loyalty: By understanding customer needs and preferences, leisure marketing enables businesses to deliver personalized experiences that enhance customer satisfaction and loyalty. Satisfied customers are more likely to return for future leisure experiences and recommend the business to others, helping to drive repeat business and word-of-mouth referrals. Adapting to Changing Market Conditions: The leisure industry is constantly evolving, with changing consumer trends, technological advancements, and economic conditions shaping the competitive landscape. Effective leisure marketing helps businesses stay agile and responsive to these changes, enabling them to adapt their strategies and offerings to remain competitive in the marketplace. Overall, leisure marketing is essential for businesses operating in the leisure industry to attract customers, differentiate themselves from competitors, maximize revenue and profitability, enhance customer satisfaction and loyalty, and adapt to changing market conditions. By understanding the importance of leisure marketing and implementing effective strategies, businesses can achieve success and growth in the dynamic and competitive leisure marketplace.

1. MKT511 CHAPTER ONE
Introduction to Leisure
Marketing

2. 1.1 Introduction: Marketing for Hospitality and Tourism
1.2 Service Characteristics of Hospitality
1.3 The Role of Marketing in Strategic Planning
1.4 What is Leisure Marketing
1.5 Importance of Leisure Marketing
The main topics covered in Chapter One are:

3. ■ Marketing is the process by which companies create value for
customers and society, resulting in strong customer relationships
which capture value from the customers in return.
■ Marketing mix – Product, price, place (distribution) and promotion
(sales and advertising)
3
What is Marketing ?

4. Tourism Marketing
■
4
Hospitality
Industry
Travel
Industry
Tourism
Marketing

5. ■ Successful hospitality marketing is highly dependent on
the entire travel industry
■ For example, meeting planners choose destinations
based on the cost of getting to the destination, the value
of the hotels, the quality of restaurants, and evening
activities for their attendees.
5
Tourism Marketing

6. Service Characteristic of Hospitality
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Intangibility
Can’t be seen, tasted,
felt, heard, or smelled
before purchase
Inseparability
Can’t be separated
from service providers
Perishability
Can’t be stored for
later sales or used
Variability
Quality depends on
who provides them,
when, where and how

7. Strategic Planning
■ Strategic planning is the process of developing and
maintaining a strategic fit between the organization’s goals and
capabilities and its changing marketing opportunities.
■ Reasons for Planning:
• the essences strategic planning is the contemplation of
current decision choices in the light of their probable
outcome in the future
• the future is unpredictable however it is not arbitrary stroll
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8. Four Steps in Corporate Strategic Planning
Process
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Defining the
corporate
mission
Establishing
strategic
business
unit (SBU)
Assigning
resources to
each SBU
Developing
growth
strategies

9. 9
❑ The Nature of Leisure
❑ Leisure Time
2. What is Leisure?
The main topics covered are:

10. ■ encompass a whole series of experiences that people can
undertake in their free time
10
The nature of Leisure

11. ■ The idea that people have to spend time away from the time they spend
providing themselves with the bare necessities of life and equipping themselves
with the necessary resources for basic living
■ People have an inbuilt desire to play and seek recreational experiences
■ Each individual decides to spend her or his leisure time given the huge
range of opportunities that are on offer in the twenty-first century.
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Leisure Time

12. 12
The Definition of Leisure Marketing
Leisure Marketing consists of producing products and
services which are used during people’s
leisure time

13. 13
4. What is the Importance of
Leisure Marketing?
The main topics covered are:
❑ Leisure Benefit
❑ Opportunity for Choices of Leisure Experience to
Prospective Customer

14. ❖ Sociologists believe that leisure involves an individual
reaching a particular psychological state, and
it is much more about a holistic experience.
14
❖ Many different types of organizations are
involved in the provision of leisure services and the
management of these forms an important
contribution for economic development.

15. 15

16. 16
❖ Necessity for the development of an effective leisure
marketing function so that the correct services and products
can be provided and its benefits can be communicated to
prospective consumers.
❖ Myriad opportunities that are open to an individual in
their choice of leisure experience.

17. 17
❑ Category of Organizations Involved in Leisure Provision
❑ Important Leisure Sectors
❑ The Management of Leisure Organization.
5. Types of Leisure Businesses
The main topics covered are:

18. Private
Public Voluntary
18
Category of Organizations involved in
leisure provision

19. 19

20. At Home
Home-video
viewing
Out of the
Home
Cinema
Theater
Neighborhood Outstation National International
Amusement
parks
Rock climbing Learning Shopping
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The leisure industry encompasses a myriad of different leisure activities and
context

21. Figure 2.3 explores some of the categories of organizations that offer
individual leisure consumers different types of leisure experiences
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22. Important sectors of leisure;
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i. Recreation
❖ Individuals spend time both in the home and out of the home in
recreational and play activities
❖ The emphasis on the home as a desirable and attractive place has
grown (Activities: home entertainment - computer games, Internet
searching and home-video viewing, gardening, DIY)
❖ Individuals have also put an increasing emphasis on out-of-home
recreation (Activities: sports and beauty therapies).

23. ii. Tourism
❖ In general, tourism is defined as a short-term movement of people
to places some distance from their normal place of residence to
indulge in pleasurable experiences and activities.
❖ If there is a tourism industry specifically, it is probably made up of
the tour operation and retail travel sectors
❖ tourism is an activity serviced by a number of other industries such
as hospitality and transport
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24. iii. Hospitality
❖ This involves looking after guests well.
❖ The sector also involves all the organizations that are involved in
providing services for guests (hotels, inns, restaurants and other
recreational activities).
❖ This means that hospitality is mainly concerned with the provision of
places to sleep and food and drink.
❖ Not all hospitality consumers are tourists, therefore, as some will be
people going to their local bar for a drink or restaurant for a meal.
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25. ❖ the aim of bringing positive health and psychological
benefits
❖ experiences are not just open to the most wealthy individuals in society,
but spread to the whole population.
❖ correct choices of leisure organizations are made to match
consumer demand in the first place.
❖ positive benefits to both the consumer and the
organization
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The management of leisure organization

26. HAPPY
READING TO
ALL!!!
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