Days out

Article Abstract:

The days-out sector of the UK leisure market had several years of strong growth before 1997. The greatest growth was in admissions to country parks and visitor centres, but the most popular venues were museums and art galleries, which were visited by around 80 million people during 1996. Major private-sector operators are Pearson PLC, Vardon PLC and First Leisure Corporation PLC, but public-sector players also figure prominently. Sector growth slowed during 1997 due to factors including the strength of the pound, which encouraged growth in the foreign holiday sector.

Performing Arts, Spectator Sports, and Related Industries, Parks & Recreation Areas, Cultural Facilities, United Kingdom, Management, Leisure industry, Description and travel, Pearson PLC, Museum attendance, Arts centers, Parks, First Leisure Corporation PLC, Vardon PLC

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Understanding the level of marketing activity in the leisure sector

Article Abstract:

The level of marketing planning, analysis and control in wildlife attractions, zoos and safari parks is examined. The combination of a literature review and the collection of secondary data and personal interviews with senior managers comprise the whole analysis. Acknowledged strategic and tactical marketing concepts were employed and were related to a model of services marketing. The services marketing model appears to have varying relevance to the different establishments.

Botanical and zoological gardens, Arboreta & Zoological Gardens, Zoos and Botanical Gardens, Wildlife Refuges, Research, Marketing management, Zoos, Nature reserves

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The advertising of services: consumer views v. normative guidelines

Article Abstract:

A framework of important concepts in service advertisements is presented and evaluated with results showing a range of issues widely suggestive of parallels in existing literature. Issues involved include music, humor, benefits, visual impact, actors identifying with the service, celebrity endorsement, slogan, accessibility of service, ease of use, trials and comparisons that all serve to enhance the effectiveness of service advertisements.

Service Industries, Analysis, Surveys, Advertising, Consumer preferences

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