A Revised Conceptualization of Marketing in the Context of Public Leisure Services

Abstract

This study evaluates the legitimacy of the premises underlying the prevailing conceptualization of public leisure services marketing. A critical theory approach was used, involving investigative research, negative case analysis, and theoretical triangulation. The investigative research revealed three main premises underpinning the prevailing conceptualization: an open-system model of formal organizations, voluntary exchange, and self-interest motivation. The negative case analysis identified three alternate premises: closed-system and contingency-choice models of organizations; redistribution and reciprocity exchange; and alternate motivations. A triangulation of the prevailing and alternative premises suggested a revised conceptualization of public leisure services marketing.

KEYWORDS:

• Public leisure services marketing
• critical theory
• investigative research
• negative case analysis
• triangulation