This paper considers consumer perceptions of value against the background of emerging paradigm shifts in marketing moving away from traditional transactional ‘value-in-exchange’ approaches where marketers create value for consumers, towards a concept of ‘value-in-use’ where it is the consumer who creates the value with the organisation deemed to be at best only a co-creator.
Much of the relevant literature on governmental interventions is located within the public health arena, yet there is little which examines issues of value or value creation. This paper also therefore addresses this gap in the extant literature by considering issues of value in relation to engagement in physical activity and health in a leisure service setting
