UNDERSTANDING THE LEVEL OF MARKETING ACTIVITY IN THE LEISURE SECTOR

The level of marketing activity in services businesses has been widely debated in the services literature. This article reviews the applicat ion of marketing analysis, planning and control activities in one area of the leisure sector: wildlife attractions, zoos and safari parks. T he analysis combines a literature review with secondary data collectio n and semi-structured personal inter views with senior managers at key establishments. The findings highlight the use of recognised strategi c and tactical marketing concepts which are subsequently related to a recognised model of services marketing. The relevance of the services marketing model is seen to vary for different groups of establishments . The terms minimalists, entrepreneurs and planners are used to reflec t the level of marketing activity undertaken.