Altering Perceptions Through Repositioning: An Exercise in Framing

This research was conducted to examine the efficacy of repositioning public parks and recreation services in the public mind. Respondents were recruited at various venues throughout a large Canadian city and randomly assigned to one of five groups. After reading hypothetical newspaper format articles, respondents completed questionnaires investigating their beliefs, attitudes, and behavioral intentions regarding a local recreation agency's efforts to reduce youth crime. Four treatment messages contained various combinations of real, psychological, and competitive repositioning messages, while a control group received no information. All types of repositioning messages were effective in improving beliefs and behavioral intentions, but not attitudes. There was no significant evidence that numerical treatment messages were more effective than non-numerical messages or that the cumulative effects of various repositioning messages were more effective than a single type of message. Discussion focuses on efficacy of various framing messages, on suggestions for future research related to repositioning, and on considerations related to social marketing efforts of this nature.     

A Comparison of Preferences and Perceptions of Alternate Equity Operationalizations

Seven operationalizations of equity that offer alternate criteria for allocating resources for leisure services were assessed using residents in a Texas city. The operationalizations were compensatory, equality, taxes paid, direct price, efficiency, advocacy and professional judgment. Two samples of data were selected using mail surveys of 903 households and by personal delivery and pickup at 200 additional minority households. A preference/perception grid showed professional judgment as being the only operationalization which received an above average score on both scales. Differences in residents' preferences and perceptions were related to gender, ethnicity and home value and not related to years of residence in the community or frequency with which residents used park and recreation services.     

Prediction of leisure participation from behavioral,normative, and control beliefs: An application of the theory of planned behavior

Abstract

The theory of planned behavior (Ajzen 1985, 1987) is offered as a comprehensive framework for understanding of leisure participation. Salient behavioral, normative, and control beliefs, theoretically the basic determinants of behavior, were assessed with respect to five leisure activities: spending time at the beach, jogging or running, mountain climbing, boating, and biking. College students completed a questionnaire containing measures of these beliefs and of global expressions of attitude, subjective norm, and perceived behavioral control. One year later the participants reported how often they had performed each behavior in the preceding 12 months. Behavioral beliefs were found to partition into beliefs about affective reactions and beliefs about costs and benefits. Participation in leisure activities was influenced by these affective and instrumental beliefs, as well as by normative beliefs about the expectations of important others and by control beliefs about required resources and other factors that impede or facilitate leisure participation.     

城市休闲产业与产品的发展导向研究——基于休闲需求结构与行为的分析

本文运用产业经济学原理,将理论研究与统计分析相结合,研究说明两个问题：（1）基于休闲需求结构分析的城市休闲产业发展导向;（2）基于休闲消费行为分析的城市休闲产品发展导向。研究成果的指导意义在于：试图为城市休闲产业与产品发展指明道路。     

Use of Leisure Facilities and Wellbeing of Adult Caregivers

The current research examines leisure facility use as a moderator of the negative association of caregiving demands with wellbeing among informal caregivers. In accordance with the leisure constraints model, the study also explores the role of intrapersonal, interpersonal, and structural factors that may constrain or facilitate caregivers' use of leisure infrastructure. Data were collected as part of a survey conducted by the Canadian Index of Wellbeing in three communities. Results showed that greater use of leisure facilities buffered the association of greater hours of care with lower levels of mental and physical wellbeing for informal caregivers. Attitudes toward leisure, sense of community, and facility accessibility all positively predicted caregivers' use of leisure facilities. The results suggest that leisure infrastructure plays an important role in supporting wellbeing among caregivers and identify three types of constraints to consider when supporting caregivers' use of leisure facilities in their communities.     

Race,gender, and leisure benefits

This study investigated the relationship between race, gender, and 7 leisure benefits that are based on a Benefits Approach to Leisure (BAL) framework. A random sample of 47 blocks from a southern metropolitan census tract composed of racially integrated middle‐class neighborhoods yielded 99 African American and 107 European American households who rated statements representing 7 leisure benefits on a Likert‐type scale. Using 2‐tailed t tests, with an F (folded) statistic to test for equality of the 2 variances, significant differences (p < .05) between middle‐class African Americans and middle‐class European Americans were found on 4 of 7 leisure benefit scales (57%): relaxation, diversion, self‐expression, and social interaction. When gender was considered, African American and European American middle‐class men differed significantly (p < .05) on relaxation and self‐expression scales, whereas middle‐class women differed significantly (p < .05) on social interaction and self‐esteem scales. The 7 leisure benefit areas were ranked according to perceived importance; a strong association (R = .86, p < .05) was shown between the racial groups. Gender showed considerable effect on the ranking of preferred leisure benefits among middle‐class African Americans but was of limited value when comparing middle‐class European American rankings.     

‘Real Ale’ Enthusiasts,Serious Leisure and the Costs of Getting ‘Too Serious’ About Beer

The article uses the concept of serious leisure to explain the leisure commitments made by members of the British consumer campaign group the Campaign for Real Ale (CAMRA) and that of Real Ale enthusiasts in general. Drawing on in-depth qualitative research including interviews with CAMRA branch members and staff, the article demonstrates that beer appreciation can be understood as a serious rather than a casual leisure activity. While many of the benefits to participation typical of serious leisure activities are identified, so are the numerous “costs” involved. Beyond costs relating to money, time, obligation, and organizational conflicts, the article suggests that Real Ale enthusiasts are at times marginalized by wider cultural stereotypes positioning them as obsessive and snobbish. The article concludes with discussion of how the concept of the cultural omnivore might explain how serious leisure practitioners are often marginalized because of their specialism in a single field rather than many.     

Fate control and leisure attitudes

It has been suggested that attitudes toward leisure may be affected by one's perception of the ability to control life's consequences. Rotter's I‐E scale was used in the present study to measure the perceived locus of control and was correlated with the scales of Neulingers Leisure Attitude Inventory. Results indicated that positive attitudes toward leisure were generally more associated with an external than an internal locus of control, i.e., with the perception that one's fate is to a large degree personally uncontrollable. These results are explained in terms of the confounding influence of work/achievement orientation in the measurement of and in the relationship of those variables. Implications for leisure counseling, leisure education, and therapeutic recreation are also discussed.     

Heritage tourism: A question of age

This research analyzes the demographic characteristics and motivations of the senior and non-senior market segments in selecting a heritage site. By studying how these two groups of individuals select heritage sites, planners will be better able to comprehend what these individuals expect from their visit. A survey consisting of a historic preservationist scale, benefits sought scale, services sought scale, historic site preference scale, and demographic information was mailed to a systematic random sample of 700 travelers requesting tourism information about Virginia. The findings show that many similarities exist between the senior and non-senior market. However, the senior market is more likely to visit a historic site that is less convenient to reach, has fewer facilities, and is more authentic and less developed; while the non-seniors are motivated more by opportunity to escape work overloads.     

RELATIONSHIP INTENTION AS A MEDIATOR BETWEEN RELATIONAL BENEFITS AND CUSTOMER LOYALTY IN THE TOUR OPERATOR INDUSTRY

Relationship and customer loyalty management have been an important field of research in marketing for decades. However, the focus for many years was mainly on the benefits of relationship marketing for companies. This article contributes to a deeper understanding of the benefits of relationship marketing for customers in the travel industry. It investigates the effects between relational benefits, relationship intention and intentional loyalty using the tour operator industry as an example. Relationship intention will be introduced as a variable influencing intentional loyalty. The role of relationship intention in the customer benefit‐intentional loyalty context will be analyzed by testing different path models. The measurement model is estimated, based on a confirmatory factor analysis using LISREL with a sample of 1,702 tour operator customers. The structural model as well as the estimate path coefficients were analyzed applying a partial least square approach (PLS) using SmartPLS. This article not only contributes to the further development of models explaining intentional loyalty, but also to the development of practical insights about the influence of different measures and tools on intentional loyalty from a customer benefit perspective. It can be concluded that the intention of a customer to invest in a relationship is dependent on the perceived level of relationship benefits. Further, the results show, that the buying behavior of customers is influenced by the perceived relational benefits. With the management of customer relations, a provider can influence the behavior of the customer to exploit the earning potential efficiently. Therefore, a provider has to be successful in creating new relational benefits for his customers through measures of customer relation management.     

More is better? The influencing of user involvement on user loyalty in online travel community

Since user stickiness is low in most online communities due to user easy transferability, assessing the influence of user involvement on user loyalty is paramount. Using an online travel community and a four-level consumer cognitive structure model as a theoretical basis, this study combines semi-structured interviews and scenario-based questionnaires to investigate this relationship. Results suggest that breadth of involvement has an inverted U-curve effect on user loyalty, while depth of involvement has a positive influence. Sense of virtual community both moderates and mediates the relationship between breadth of involvement and loyalty, but does not moderate and only partially mediates depth of involvement and loyalty. Both service value to peaceful life and service value to social integration partially mediate user involvement and loyalty, but service value to social recognition does not.     

Services Research in Destination Marketing

Abstract

This paper examines the past performance of, and future prospects for, services marketing research into tourism destination marketing and management. While service delivery by individual enterprises is important, the fundamental products of the industry are destination experiences that incorporate commercial tourism services as well as non-commercial activities and interactions. For this reason, the paper focuses on tourism destinations rather than the individual enterprises that deliver services to tourists at destinations. The paper identifies areas that have attracted a concentration of research effort to date. The principal objective of the paper, however, is to identify services research issues deserving greater attention by service researchers in general and tourism researchers in particular.