Leisure motivation revisited: why people recreate

Abstract

The concepts of leisure and recreation have been studied at great length over the past 50 years. In this study, the authors explore whether a unified theory of leisure/recreation is possible and, if so, what elements are essential to answer the question of ‘why people recreate’. Utilizing a two-stage research methodology (qualitative and quantitative), the authors discovered four core values/motivations for leisure/recreation. These are: (1) escape; (2) enhancing relationships; (3) personal mastery; and (4) winning. A perceptual map of leisure/recreation identified two anchor sets: (1) ‘activity participation’ (self versus with others); and (2) ‘benefit attained’ (the experience versus the results). The ‘benefit attained’ axis is a significant differentiator between leisure/recreation participants, particularly on the demographics of income and gender. The results side is more predominantly male and high income. The proposed unified theory can help leisure managers to understand their markets and position their products and services to meet the needs of their markets.

Keywords:

• leisure
• recreation
• motives
• benefits