Preferred Leisure Activities and Reasons for Participation: A Comparison Study with Implications for Marketing Leisure Services

Abstract

Leisure service providers are concerned with understanding their potential consumers better in order to offer and market recreational activities that will attract a greater market share. Recognizing the universality of human needs and motives, while acknowledging individual interests, can aid in the design and promotion of successful recreation and leisure programs. This study compared two different groups' preferred leisure activities and reasons for participation. The results contributed to development of a humanistic marketing strategy that is applicable to park and recreation agencies' efforts to enhance consumer satisfaction.