A More Tenable Marketing for Leisure Services and Studies

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Abstract
The integration of marketing principles and practices into leisure services and studies over the past 25 years has been met with significant confusion and skepticism. Recent theoretical re-conceptualizations of public leisure services marketing suggest that a new marketing philosophy is needed to guide marketing efforts in this context. This paper argues that social marketing, previously largely ignored in the leisure literature, offers a perspective more consistent with the mandate of public leisure services. An explicit goal of the essay is to clarify confusion surrounding marketing and to describe a more tenable philosophy so that a wider range of subdisciplines in leisure services and studies might take advantage of some or all of the beneficial aspects of marketing.

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