Download a proposed model of marketing communications for recreation and

A PROPOSED MODEL OF MARKETING COMMUNICATIONS FOR RECREATION
AND TOURISM PROGRAMS AND SERVICES
Ken Hammer, Malaspina University-College
Introduction
Marketing has become an integral part of the delivery of recreation and tourism services. The public
sector of the recreation and tourism delivery system has been slower than the commercial and private
sector to adopt marketing strategies. With declining financial resources it is critical that the public sector
utilise marketing strategies to meet the needs of their target markets. Increasing competition among the
commercial sector of recreation and tourism requires that agencies adopt marketing techniques and
strategies. Specifically, it is important that the recreation and tourism sector effectively communicate
their recreation and tourism programs and services to their target markets.
Since the early 1980s marketing concepts and techniques have been adapted for use by the public
recreation and tourism sector (Crompton, 1983; Rossman, 1989). There has been a proliferation of
marketing articles in the past couple of decades in recreation and tourism related journals, especially the
Journal of Park and Recreation Administration, Journal of Travel Research and Tourism Management.
Marketing strategy, market segmentation, pricing and other related marketing concepts and principles
have received considerable attention (Havitz & Fridgen, 1985). One area of marketing that has received
limited discussion in the recreation and tourism literature is marketing communications ("promotion" as it
is commonly referred to in the recreation and tourism literature). This is somewhat surprising when you
consider how visible or audible, (some would say intrusive), marketing communication has become in our
society (Lovelock & Weinberg, 1984).
As early as 1982 several researchers discussed the need for communication research in recreation and
tourism. Ng and Smith (1982) called for greater attention to be placed on the importance of information
and communication in all aspects of leisure behaviour. More specifically they recommended that more
theoretical development and empirical analyses needed to be done to improve our understanding of the
role of communication and information in leisure behaviour, policy making, and management. According
to McDonough (1986), research that is available has been inconclusive and lacks conceptual frameworks.
A number of authors, Gilbert and Houghton (1991), Hodgson (1993) and Wicks and Schuett (1991), have
emphasised the need for more research on the effectiveness of travel brochures. Mahoney (1986) states
"there is a critical need for more precise quantitative evaluation of recreation and tourism promotion
campaigns including the effectiveness of different levels of expenditure, media placement, exposure
frequency, message content, and creative treatment (p. 16)."
The Model
This paper will described a proposed model of marketing communication for recreation and tourism
programs and services, based on Rossiter's and Percy's (1987) planning stages. Attached is a description
of the proposed model (see Figure 1). The proposed model of marketing communication for recreation
and tourism programs and services provides an excellent framework for recreation and tourism
practitioners and researchers. Practitioners could use the model when planning and managing a
marketing communication (promotion) campaign for recreation and tourism programs. The target
audience and communication objectives would impact what creative and media strategy the recreation or
tourism program manager would choose. For example, knowing that low involvement purchasers require
more frequent promotion would assist the manager in planning and implementing the marketing
communication campaign.
The model identifies steps in the marketing communication process to allow researchers to focus on
specific research questions and theory. For example, Hammer in his study of the use and effectiveness of
public recreation marketing communications (1997), generated the following areas for further research,
related to the use and effectiveness of the public recreation program brochure:
a) Marketing Objectives - purchasers of special events and facility use
b) Target Audience Selection - non-purchasers of public recreation programs and other roles of
the purchase process (e.g. information gatherer, decision-maker, and participant)
c) Communication Objectives - persuasion and reminder role of the brochure
d) Creative Strategy - readability of the brochure
e) Media Strategy - brochure search process
There is a definite lack of research and literature in the area of marketing communication and recreation
and tourism programs. It is hoped that this model of marketing communication will serve as a step
towards a better understanding of how recreation and tourism agencies can more effectively communicate
with their clients.
Figure 1
A Model of Marketing Communication for Recreation
and Tourism Programs and Services
Marketing & Consumer Behavior Theory
in Recreation and Tourism
Marketing
Objectives
Target
Audience
Communication
Objectives
Creative
Strategy
Marketing
Research
References
Crompton, J.L. (1983). Selecting target markets - A key to effective marketing. Journal of Park and
Recreation Administration, 7(1), 7-26.
Media
Strategy
Gilbert, D.C., & Houghton, P. (1991). An exploratory investigation of format, design, and use of
U.K. tour operators brochures. Journal of Travel Research, 30(2), 20-25.
Hammer, K.R. (1997). An analysis of the use and effectiveness of public recreation marketing
communications (Unpublished doctoral dissertation). University of Minnesota, inneapolis,
Minnesota.
Havitz, M.E., & Fridgen J.D. (1985). Applying market research findings: The case of an urban
livery. Journal of Park and Recreation Administration, 3(4), 31-43.
Hodgson, P. (1993). Tour operator brochure design research revisited. Journal of Travel Research,
Summer, 50-52.
Lovelock, C.H., & Weinberg, C.B. (1984). Marketing for public and nonprofit managers. New
York: John Wiley & Sons.
Mahoney, E. (1986). Review of promotion evaluation literature. In A literature review: The
President's Commission on Americans Outdoors.
McDonough, M. (1986). Communication channels in recreation research. In A literature review:
The President's Commission on Americans Outdoors.
Rossman, R.J. 1989. Recreation programming: Designing leisure experiences. Champaign, 111.:
Sagamore.
Rossiter, J.R., & Percy, L. (1987). Advertising and promotion management. New York: McGrawHill Book Company.
Wicks, B.E., & Schuett, M.A. (1991). Examining the role of tourism promotion through the use of
brochures. Tourism Management, 12(4), 301-312.
Contact Information: Ken Hammer, Department of Recreation and Tourism, Malaspina
University-College, 900 Fifth St, Nanaimo, BC, V9R 5S5 E-mail: [email protected] Phone:
(250) 753-3245, ext. 2732 Fax: (250) 741-2185.
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ABSTRACTS
of Papers Presented at the
Ninth Canadian Congress on Leisure Research
May 12 - 15, 1999
Acadia University, Wolfville, Nova Scotia
Editor: Paul Heintzman
Assisted by: Karen Naugler and Sean Smith
Printed and bound by Acadia University Printing Services
Copyright © 1999 Canadian Association of Leisure Studies
Organizing Team for the Ninth Canadian Congress on Leisure Research:
Glyn Bissix
Tom Delamere
Paul Heintzman
Scott Hennigar
Susan Markham-Starr
Heidi McKinnon
Neil Munro
Karen Naugler
Brenda Robertson
Jerry Singleton
I
The Canadian Congress on Leisure Research
Is held under the auspices of the
Canadian Association for Leisure Studies
Le Congres canadien de la recherche en loisir
se tient sous les auspices de
L'Association canadienne d'etudes en loisir
BOARD OF DIRECTORS/CONSEIL D'ADMINISTRATION
1996-1999
President/Presidente
Past President/President-sortant
Dr. Edgar L. Jackson
University of Alberta
Dr. Susan M. Shaw
University of Waterloo
Vice-President & Treasurer
Vice-president et tresorier
Secretary/Secretaire
Robert Soubrier
Universite du Quebec a Trois-Rivieres
Dr. Tom Hinch
University of Alberta
Directors/Directeurs
Dr. Linda Caldwell Pennsylvania State
University
Dr. Don Dawson Universite
d'Ottawa
Dr. Wendy Frisby
University of British Columbia
Dr. Colleen Hood Dalhousie
University
Dr. Susan Markham-Starr Acadia
University
Dr. Gaetan Ouellet
Universite du Quebec a Trois-Rivieres
Dr. Lisa Ostiguy Concordia
University
Dr. Bryan Smale University of
Waterloo
Dr. Paul F. Wilkinson York
University
II