On the Derivation of Leisure Activity Types—A Perceptual Mapping Approach

Abstract

The author describes an attempt to derive an empirically based method for the classification of leisure activities. Three multivariate analytical techniques (multidimensional scaling, cluster analysis, and property fitting) are used in conjunction with psychographic data gathered from 200 members of a commercial consumer panel. The results of the research include: the identification of the underlying dimensions of perception used by respondents in judging the nature of leisure activities; the development of a general methodology for measuring and representing the characteristics of leisure activities; and the derivation of leisure activity “types” based on perceptual measures. The findings are compared and contrasted with those of previous descriptive and analytical studies on leisure classification. The relative strengths and areas of application of the alternative approaches are discussed.

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