Public purpose recreation marketing: a focus on the relationships between the public and public lands.

Abstract

ABSTRACT: Marketing has long had a place in the planning and management of public sector recreation. In particular, the use of market segmentation has allowed leisure providers to better understand their clients ’ needs and to tailor their services to the diversity of those needs. However, the use of marketing approaches is not without controversy and is sometimes perceived to be at odds with the public service or stewardship mandates often associated with recreation management. We suggest that wholesale adoption of basic marketing principles (such as the notion of giving people exactly what they want at a great price) may be inappropriate. An alternative form, relational marketing, may be better suited to public purpose organizations. Relational marketing focuses on the development or fostering of a relationship between the public and the public agency. Thus, relational marketing focuses on building confidence in the agency’s ability to guard the short- and long-term interests of the public. For example, for land