Understanding the Level of Marketing Activity in the Leisure Sector

Research output: Contribution to journalArticlepeer-review

13 Citations (Scopus)


The level of marketing activity in services businesses has been widely debated in the services literature. This article reviews the application of marketing analysis, planning and control activities in one area of the leisure sector: wildlife attractions, zoos and safari parks. The analysis combines a literature review with secondary data collection and semi-structured personal interviews with senior managers at key establishments. The findings highlight the use of recognised strategic and tactical marketing concepts which are subsequently related to a recognised model of services marketing. The relevance of the services marketing model is seen to vary for different groups of establishments. The terms minimalists, entrepreneurs and planners are used to reflect the level of marketing activity undertaken.

Original languageEnglish
Pages (from-to)257-275
Number of pages19
JournalThe Service Industries Journal
Issue number3
Publication statusPublished - 1 Jul 1995
Externally publishedYes

ASJC Scopus subject areas

  • Strategy and Management
  • Management of Technology and Innovation


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