Examines the potential of targeting the post‐55 age group, and assessing the viability of developing leisure facilities specifically for this market sector. Post‐55‐year‐olds represent a relatively affluent group within the general population, but their advancing years requires special...

Explores the communication structure of a cruise company. Argues that communication is a key area concerning productivity and job satisfaction on board cruise ships. The Communication Climate Inventory was distributed to all employees in the company, and returned satisfactorily filled in by 236...

This article identifies the need for a new “customer‐oriented” approach to the management of the public sector leisure industry. It documents how one authority, Stratford‐on‐Avon District Council, has gone about changing its structure, management style, operations and facilities to...

The development of a customer‐orientated tourism marketing planning model is described. This model is a conceptual framework, which highlights the main variables affecting the international marketing operations of public and private tourist organisations. In particular, the methods with which...

In order to assure that the basic objectives of a national tourist organisation are achieved, tourism marketing strategy at corporate level should be intimately related to tactical marketing planning. This article, the second of a two‐part series, examines a number of conceptual frameworks and...

Sponsorship has been a growth area in the marketing mix through the 1980s with “corporate” aims joining brand‐directed objectives in recent years. The alcoholic drinks industry has now the second biggest sponsorship spend of any sector. The market is subdivided into five areas. Sports...

Looks at the UK windsurfer market with a view to presenting product life cycle ideas. Concerns itself with three types of windsurfer, examining data from a structured interview accounting for 100 percent of sales in 1978. Proposes that the product life cycle provides an accurate description of...

Explains the concept of market segmentation and uses the results of two surveys carried out in two urban areas of the UK to illustrate how leisure centre managers might improve their performance in terms of volume and cost‐effectiveness. Reveals that the concept of customer segmentation within...

States that, owing to major change in the field of marketing in the past 20 years, there has been an increase in the use of sales promotion. Proposes that managers in local authorities, who are responsible for the marketing of recreation and leisure services should understand the role that...