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The successful management of recreation, leisure and tourist facilities requires an understanding of the attitudes, needs, knowledge, and actions of visitors - those users, clients, and customers who come to see and participate at a given site. As markets grow increasingly competitive, skill in understanding and assessing the behavior of visitors is rapidly becoming a highly desirable competency for the recreation, leisure, and tourism professional. While content related to visitor behavior already permeates the recreation, leisure, and tourism curriculum, few courses exist that focus upon visitor behavior as an independent subject. This article explains the importance of coursework in visitor behavior, provides an overview of key content and representative literature, and presents a unifying course approach with sample teaching strategies based on the notion of insight and theory development (Glaser & Strauss, 1967).
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