TABLE OF CONTENTS Part Two focuses on the international context of leisure marketing worldwide.
Chapter 3 looks at the international market in all its aspects.
Chapter 4 concentrates on the supply side, in other words, the international leisure industry.
Finally, Chapter 5 covers, in some detail, the international business environment in which leisure organisations operate.
The main concepts covered in the chapter are:
Trends in consumer behaviour and purchase decision-making
Factors influencing consumer demand the concept of motivator and determinant
Methods for grouping of consumers together by market segmentation techniques
The concept of the 'global' consumer and the application of it to the leisure sector.
It is important for you at this stage of the book to consider the leisure consumer in more depth. We have already discussed the different leisure activities that consumers engage in earlier on in the book. It is important for us to consider the influences on consumer behaviour so that we can design appropriate marketing mixes for leisure products and services. It is also important for us to consider the ways we can categorise consumers into groups by using different market segmentation techniques.
This is not a book on consumer behaviour, but it is important for us in this section to consider the concept and discuss different models that have been suggested to explore the various influences...
