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Part Seven: The Wider Context

By John Swarbrooke
From Leisure Marketing: A Global Perspective

Chapter List

Introduction
Chapter 29: Leisure and the Wider Consumer Society

This brief part, which consists of just two chapters, is nevertheless of great importance, for it sets the content of most of this book, in a wider context, in two respects.

First, Chapter 29 relates what we have been saying about leisure to key trends and developments in other industries and sectors of consumer society. This is highly relevant because, in many ways, what is happening in leisure is mirroring, or even following on from, what has happened, and is happening, in these other areas.

Secondly, Chapter 30 relates what is happening in leisure to developments in the world as a whole in terms of globalisation.

Key Concepts

The main concepts covered in the chapter are:

  • Similarities with other countries as a result of political, economic, social and technological change

  • The continuing trend towards the concentration of ownership and transnational operation

  • Similarity of trends in relation to the behaviour of consumers of leisure products and services with those in other industries.

Introduction

In this book the authors have made a number of comments about the ways in which marketing is developing in the leisure sector. These comments have covered the nature of the product, trends in the market demand and the methods of marketing which are used.

However, it is, perhaps, a significant fact that many of these comments could have been applied, with modifications, to a number of other sectors of the consumer society. What is happening in...

Copyright Susan Horner and John Swarbrooke 2005 under license agreement with Books24x7
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