... satisfying when there is a not a division between production and consumption, for example, making ones own meal or music, in contrast to eating in a restaurant or buying a CD. In the marketing of leisure a key component to the marketing mix of leisure organisation is the fact that leisure aims to provide choice. The promotional activity of leisure organisation can be defined as 'an exercise in communications'1. Therefore in the marketing of goods and services the organisation will aim to provide awareness of benefits to their potential or current customers. At the core of the marketing approach to business is the marketing concept (McKitterick, 1957), which holds that the key to achieving organizational goals consists of determining the needs and wants of target markets, and then attempting to satisfy them more effectively and efficiently than competitors (Kotler & Turner, 1989). Thus, the marketing concept combines four elements, namely, taking a ...

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