A PROPOSED MODEL OF MARKETING COMMUNICATIONS FOR RECREATION AND TOURISM PROGRAMS AND SERVICES

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1 A PROPOSED MODEL OF MARKETING COMMUNICATIONS FOR RECREATION AND TOURISM PROGRAMS AND SERVICES Ken Hammer, Malaspina -College Introduction Marketing has become an integral part of the delivery of recreation and tourism services. The public sector of the recreation and tourism delivery system has been slower than the commercial and private sector to adopt marketing strategies. With declining financial resources it is critical that the public sector utilise marketing strategies to meet the needs of their target markets. Increasing competition among the commercial sector of recreation and tourism requires that agencies adopt marketing techniques and strategies. Specifically, it is important that the recreation and tourism sector effectively communicate their recreation and tourism programs and services to their target markets. Since the early 1980s marketing concepts and techniques have been adapted for use by the public recreation and tourism sector (Crompton, 1983; Rossman, 1989). There has been a proliferation of marketing articles in the past couple of decades in recreation and tourism related journals, especially the Journal of Park and Recreation Administration, Journal of Travel Research and Tourism Management. Marketing strategy, market segmentation, pricing and other related marketing concepts and principles have received considerable attention (Havitz & Fridgen, 1985). One area of marketing that has received limited discussion in the recreation and tourism literature is marketing communications ("promotion" as it is commonly referred to in the recreation and tourism literature). This is somewhat surprising when you consider how visible or audible, (some would say intrusive), marketing communication has become in our society (Lovelock & Weinberg, 1984). As early as 1982 several researchers discussed the need for communication research in recreation and tourism. Ng and Smith (1982) called for greater attention to be placed on the importance of information and communication in all aspects of leisure behaviour. More specifically they recommended that more theoretical development and empirical analyses needed to be done to improve our understanding of the role of communication and information in leisure behaviour, policy making, and management. According to McDonough (1986), research that is available has been inconclusive and lacks conceptual frameworks. A number of authors, Gilbert and Houghton (1991), Hodgson (1993) and Wicks and Schuett (1991), have emphasised the need for more research on the effectiveness of travel brochures. Mahoney (1986) states "there is a critical need for more precise quantitative evaluation of recreation and tourism promotion campaigns including the effectiveness of different levels of expenditure, media placement, exposure frequency, message content, and creative treatment (p. 16)." The Model This paper will described a proposed model of marketing communication for recreation and tourism programs and services, based on Rossiter's and Percy's (1987) planning stages. Attached is a description of the proposed model (see Figure 1). The proposed model of marketing communication for recreation and tourism programs and services provides an excellent framework for recreation and tourism practitioners and researchers. Practitioners could use the model when planning and managing a marketing communication (promotion) campaign for recreation and tourism programs. The target audience and communication objectives would impact what creative and media strategy the recreation or tourism program manager would choose. For example, knowing that low involvement purchasers require more frequent promotion would assist the manager in planning and implementing the marketing communication campaign.

2 The model identifies steps in the marketing communication process to allow researchers to focus on specific research questions and theory. For example, Hammer in his study of the use and effectiveness of public recreation marketing communications (1997), generated the following areas for further research, related to the use and effectiveness of the public recreation program brochure: a) Marketing Objectives - purchasers of special events and facility use b) Target Audience Selection - non-purchasers of public recreation programs and other roles of the purchase process (e.g. information gatherer, decision-maker, and participant) c) Communication Objectives - persuasion and reminder role of the brochure d) Creative Strategy - readability of the brochure e) Media Strategy - brochure search process There is a definite lack of research and literature in the area of marketing communication and recreation and tourism programs. It is hoped that this model of marketing communication will serve as a step towards a better understanding of how recreation and tourism agencies can more effectively communicate with their clients. Figure 1 A Model of Marketing Communication for Recreation and Tourism Programs and Services Marketing & Consumer Behavior Theory in Recreation and Tourism Marketing Objectives Target Audience Communication Objectives Creative Strategy Media Strategy Marketing Research References Crompton, J.L. (1983). Selecting target markets - A key to effective marketing. Journal of Park and Recreation Administration, 7(1), 7-26.

3 Gilbert, D.C., & Houghton, P. (1991). An exploratory investigation of format, design, and use of U.K. tour operators brochures. Journal of Travel Research, 30(2), Hammer, K.R. (1997). An analysis of the use and effectiveness of public recreation marketing communications (Unpublished doctoral dissertation). of Minnesota, inneapolis, Minnesota. Havitz, M.E., & Fridgen J.D. (1985). Applying market research findings: The case of an urban livery. Journal of Park and Recreation Administration, 3(4), Hodgson, P. (1993). Tour operator brochure design research revisited. Journal of Travel Research, Summer, Lovelock, C.H., & Weinberg, C.B. (1984). Marketing for public and nonprofit managers. New York: John Wiley & Sons. Mahoney, E. (1986). Review of promotion evaluation literature. In A literature review: The President's Commission on Americans Outdoors. McDonough, M. (1986). Communication channels in recreation research. In A literature review: The President's Commission on Americans Outdoors. Rossman, R.J Recreation programming: Designing leisure experiences. Champaign, 111.: Sagamore. Rossiter, J.R., & Percy, L. (1987). Advertising and promotion management. New York: McGraw- Hill Book Company. Wicks, B.E., & Schuett, M.A. (1991). Examining the role of tourism promotion through the use of brochures. Tourism Management, 12(4), Contact Information: Ken Hammer, Department of Recreation and Tourism, Malaspina -College, 900 Fifth St, Nanaimo, BC, V9R 5S5 hammerk@.mala.bc.ca Phone: (250) , ext Fax: (250) Back to the table of contents

4 ABSTRACTS of Papers Presented at the Ninth Canadian Congress on Leisure Research May 12-15, 1999 Acadia, Wolfville, Nova Scotia Editor: Paul Heintzman Assisted by: Karen Naugler and Sean Smith Printed and bound by Acadia Printing Services Copyright 1999 Canadian Association of Leisure Studies Organizing Team for the Ninth Canadian Congress on Leisure Research: Glyn Bissix Tom Delamere Paul Heintzman Scott Hennigar Susan Markham-Starr Heidi McKinnon Neil Munro Karen Naugler Brenda Robertson Jerry Singleton I

5 The Canadian Congress on Leisure Research Is held under the auspices of the Canadian Association for Leisure Studies Le Congres canadien de la recherche en loisir se tient sous les auspices de L'Association canadienne d'etudes en loisir BOARD OF DIRECTORS/CONSEIL D'ADMINISTRATION President/Presidente Dr. Edgar L. Jackson of Alberta Past President/President-sortant Dr. Susan M. Shaw of Waterloo Vice-President & Treasurer Vice-president et tresorier Robert Soubrier Universite du Quebec a Trois-Rivieres Secretary/Secretaire Dr. Tom Hinch of Alberta Directors/Directeurs Dr. Linda Caldwell Pennsylvania State Dr. Wendy Frisby of British Columbia Dr. Susan Markham-Starr Acadia Dr. Lisa Ostiguy Concordia Dr. Paul F. Wilkinson York Dr. Don Dawson Universite d'ottawa Dr. Colleen Hood Dalhousie Dr. Gaetan Ouellet Universite du Quebec a Trois-Rivieres Dr. Bryan Smale of Waterloo II