Marketing Recreation: Unique Characteristics of a Service Market Orientation

The marketing of recreation is unique and demands special consideration when compared with other products and services. Although general marketing theories and techniques seem to be appropriate, they tend to be more product oriented. Service marketing has far more relevance as a base concept to build upon to identify new marketing theories and techniques to accommodate this different subject matter area

Image Analysis of Fitness Agencies: Implications for Marketing Strategies

The fitness marketplace is becoming more competitive and agencies now are starting to more closely examine their image(s) which are held by target markets. This study examined the image of 10 fitness as held by one target market--the college-aged, student, fitness A familiarity-favorability analysis and index technique was developed and refined. Seven of ten agencies were found to have an image problem. Implications and strategies are discussed

Updating State Comprehensive Outdoor Recreation Plans, an Application of Geographic Information Systems and Census Data

Abstract Modeling supply and demand data is useful for regional outdoor recreation planning. At the statewide level, State Comprehensive Outdoor Recreation Plans (SCORPs) are prepared to satisfy the requirements of the Land and Water Conservation Fund (LWCF). In Massachusetts, the most recent SCORP was prepared in 2006. Two of the primary tasks were updating the recreation resource inventory statewide and developing an extensive GIS data base. For the demand side, the Commonwealth of Massachusetts utilized data collected in 1995 that focused on recreation site usage patterns, assessed satisfaction with outdoor recreation areas, and evaluated unmet needs. This paper presents an example of updating SCORPs using current demographic data (US Census) and geographic supply data (MassGIS)

Economic Impact Research: Review of Measurement Techniques in a Special Event

The study’s purpose was to examine and update the research concepts and measurement issues associated with assessing the economic impact of tourism special events. Specifically examined were the issues with the implementation of economic impact studies in regard to: 1) non-attendee analysis; 2) defining “locals” and “non-locals” within a region; 3) the impact of VFRs within the local markets; 4) sampling techniques – including registration versus intercept sampling; 5) the estimation of purchasing within versus outside the region; 6) early versus late registration sampling; and 7) recall – length of time to run EIS post event survey. These measures were associated with the Westfield International Air Show (WIAS) conducted in 2010. Recommendations and findings for conducting a special event economic impact and significance analysis are made

Economic Impact and Significance: Additional Insights for Measurement in Special Events

Abstract Special events are an important component of the tourism industry, and they attract visitors to areas where they are hosted. These events have an economic impact and significance in the local host communities, since the visitors will spend money during their travel and visits to these destinations that bring benefits. While substantial effort has been made in the past to measure the economic impact of attractions and destinations, less time has been spent on adapting these measures for the measurement of periodic special events. The purpose of this study is to further examine and update the measurement concepts associated with assessing the economic impact and significance of three different special events. Specifically, this study examined and further the study of these economic impact measurements through the examination and application of EIS measurement techniques to three events in Western Massachusetts: Great New England Air Show, Volleyball Hall of Fame Events, and Westfield International Air Show

National Park Service Visitation and Search Behavior: An Update to 2010

Abstract This purpose of this paper was to examine and update recent findings that proposes that national park visitation is on the decline and to propose other methods for examining the interest in national parks through online searches related to travel intentions. Data from a large, national syndicated secondary dataset were examined by individual participation data collected on an annual basis over the period of 2000-2010. In addition, inquiry data from Google Insights™ for vacation travel to national and state parks was also used as a proxy measure to determine if interest had declined. While there was evidence of some decline in visitation to national parks from 2000-2010, most of the decline was limited to the period of 2000-2004; however, there was also a rebound in interest from 2004 through 2010 with the exception of 2008. The decline does not appear to be dramatic. The decline is not related to a decrease in the market size of individuals interested in national parks but rather a volume issue. The volume issue suggests that the base market of people interested in national parks still exists, but the base market is making fewer visits per visitor to national parks. Additional insights into visitation based on media use (e.g., watching tv and internet use) based on volume segments were explored. There was some indication of decline of interest in visiting national parks during vacation travel through the analysis of Google Insights™ search behavior; however, this decline has been cyclical, not overly dramatic, and appears to reflect the changes in visitation noted here through the national syndicated dataset findings. Interest may also have shifted to other outdoor pursuits and interests via an increase in more choices. Interest in state parks appeared to also be seasonal; but no dramatic decline in the interest in state parks was noted based on Internet searches and Google Insights™ analysis

National Park Service Visitation and Interest: An Update Through 2009

Abstract The purpose of this paper was to examine and refute suggestions in the literature that national park visitation is on the decline. Data from a large annual national syndicated secondary dataset were examined for 2000-2009. In addition, data from Google Insights™ related to internet searches about national park vacation travel were also used as a proxy measure to determine if interest in outdoor recreation visitation to national parks had declined. While there was evidence of some decline in visitation to national parks from 2000-2009, most of the decline occurred from 2000-2004 and there was a rebound in interest from 2004 through 2009 with the exception of a dip in 2008. Data from internet search engine queries about national parks also provided insights into visitation interest. There was some decline in interest in visiting national parks for vacation travel based on search engine inquiries; however, this decline has been cyclical and is not dramatic

The Role of Purchase Decision Involvement in a Special Event

The Concept of Purchase Decision Involvement (PDI) in a Special Event Setting (Regional Air Show) is Explored Here. PDI is a Type of Involvement that Has Not Received as Much Attention in the Event Management or Tourism Literature as Other Types of Involvement, Thereby Leaving a Gap that is Addressed in This Study. a Regression Analysis Was Used to Evaluate the Causeand-Effect Relationships among Two Psychological Constructs (I.e., PDI and Satisfaction), Two Objective Measures (I.e., Prior Attendance and Travel Distance), and the Likelihood of Returning to the Event. based on the Results of the Regression Analysis, the Metric Independent Variables (I.e., PDI, Prior Attendance, and Travel Distance) Were Recoded into Categories for Use in an ANCOVA Model to Further Examine the Relationships. the Level of Satisfaction Was Used as a Covariate based on its Linear Relationship with the Dependent Variable (I.e., Likelihood of Returning to the Event). © 2012 SAGE Publications

The Relationship between a Country’s Level of Tourism and Environmental Performance

The Tourism Industry Has Come under Scrutiny as a Human Activity that Contributes to the Increase in Greenhouse Gas (GHG) Emissions. While Tourism Certainly Contributes to GHG Emissions, It Would Be Interesting to Know If the Level of Tourism Has an Effect on Environmental Performance. the Purpose of This Paper is to Examine the Impact of the Level of Tourism on GHG Emissions on a Global Level using WDI Panel Data from 1995 to 2016. the Findings Indicate that the Level of Tourism Does Have an Impact on GHG Emissions. There is Evidence that Countries that Rely More Heavily on Tourism as a Percentage of GDP, Have More Tourism Arrivals, and Have Higher Tourism Density Actually Have Lower Amounts of GHG Emissions and Better Environmental Performance