MARKETING PUBLIC LEISURE SERVICES IN THE UK

Abstract

Reports a review of practice in leisure services carried out by the Marketing in Public Services Group at Loughborough University in 1991 by a UK‐wide survey by postal questionnaire of leisure and library authorities. Interest in marketing is growing in the latter. Response rates exceeded 70 per cent. Describes how far leisure authorities employ dedicated staff, develop marketing strategies, market segmentation, price concessions, and the promotion of new services. Explains how marketing is valued, researched, and provided with training and performance indicators. During the past decade there has been considerable expansion of marketing techniques. The introduction of compulsory competitive tendering during 1991‐1993 has accelerated the production of objectives and strategies to control contractors, and renewed awareness of the value of marketing. There is, however, still confusion between the wide concept of marketing and the narrower tool of promotion.

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