Marketing management help on: Study Leisure

1. Lynch and Veal (Ch. 1 customised textbook) and Godbey (Ch 1 in digitised readings) use time, activity and attitude as concepts to study leisure. Using examples from your own experiences to illustrate the meaning of each concept, discuss the merits and drawbacks of each concept from the point of view of understanding and studying leisure.Leisure can be potentially found in everything. Some people find leisure in a simple hang out with friends while others find it in gossiping and in chit chat with friends. There are many factors involved in understanding what an individual considers to be leisure. There are other influencing factors as well. For example- a friend might say that he enjoyed a wonderful time when he visited a recreational park in the weekend. If another individual visits the same amusement park, then it would not be much of a surprise if the level of satisfaction and leisure is not the same as enjoyed by the first person. This is because the sense of attiring leisure is directly contingent upon the perception, attitude and state of mind of the human being. If there are numerous thoughts bothering a human about some concern, then he is not likely to enjoy a comedy movie that others are laughing at. Thus, as far as the concepts of time, attitude and activity are concerned, every point has their own set of merits and demerits associated with them. A particular time in the year, where many festivals fall together can be generalized as a leisure time for all. However, once again it neglects the individual life of humans where their individual frame of mind is not paid the due attention. The activity which a person does on a daily basis has potentially no direct relation with leisure I believe. It is not necessarily that a person who reports to office every day that he finds leisure in his job. On the other hand, the merit of this is that a person is likely to find leisure if he does a thing repeatedly over a considerable period of time. The attitude of a person also defines the concept of leisure to an extent; some people get highly admired by narcissists and start to do the things which they are doing. This I feel should not be the way for the simple fact that different people have different cultural backgrounds and like to experiment with different things. This is a drawback of defining the concept of leisure by the virtue of attitude. Also, attitude would help in defining leisure for different persons as the perceptions and their thought are easily judged by their respective attitudes (Matzler 2003).

2. Discuss why leisure professionals in event, sport, tourism and hospitality organisations need to understand different cultural groups (see Ch 4 of customised textbook). Focusing on one industry sector describe one positive and one negative experience that you have had, or observed, in relation to others that demonstrates how sensitivity/insensitivity in cross cultural communication can impact on others.  It has become important for both service related and goods related organizations to understand the cross cultural differences and disparities. No culture is right or wrong in any sense; they are just a set of traditional values that are continued to the contemporary times. With the advent of increasing globalization, multinational corporations are increasingly making it a point in improving their understanding of the different cultures. This enables to be clear with their vision of attaining corporate success and also for customizing their offerings to the end customer. Different cultures also enjoy leisure activities differently. For example-Where Australians are well known to associate their leisure activities with a beer in their hands, there are other cultures with values such as where consuming alcohol is prohibited and they are required to follow their traditional customs or they would be regarded as showing disapproval and disrespecting their respective religion (Johnson 2000).

Negative Experience– The Australians and western cultures (Christianity) are known to be open and friendly. This experience relates to a scene at a beach where the people from western culture were flaunting and taking sun bath. They would not mind public display of affection. This is not quite appreciated with the other reserved cultures such as the Muslim traditions and other Asian communities and since they were also present at the beach at the same time, they were seen as being more reserved and showed possible signs of not approving of the place. It can intuitively pointed out that both of these cultures were enjoying their respective time out and enjoying leisure activities, their ways were clearly different.Positive Experience- This scene relates to a famous hotel reception where guests were greeted according to their respective culture. It was very pleasing to notice that the Japanese were welcomed by the staff by bowing down and the Indians were typically offered ‘Namaste’.

Thus, leisure cannot be defined as a universal term as it does not have a similar meaning in all the different cultures. The importance of a crisp understanding of the different cultures thus becomes inevitable for the managerial organization style in today’s technology driven highly globalised world (Eugene 1994).

3. Is it possible to distinguish tourism from recreational activity? See Ch 2 of your customised textbook. Use examples of your own experience to illustrate your point of view.

Last few decades have seen a transformation in how people spend their leisure time as it has increased considerably. Researchers are consistently investigating and developing methods to determine the attributes of tourist behaviour in the present era.

I believe tourism cannot be distinguished from tourism activity. Over the last few decades, the concept of tourism and its association with recreational activity has increased at a greater rate than ever. Many people have used their leisure time to travel the different parts of the world. Thus, the association with recreational activity has become really important. Tours are undertaken by people across the globe for various different reasons. There are people who go for official tours and then there are others which only travel for the purpose of recreation and leisure and for learning various different cultures of the world. It is common to see that people who go for an official tour at a new place always try to sneak out time for sightseeing as they think that must make use of the opportunity available on hand. Many schools and universities organize educational tours with the sole purpose of recreation giving student a break from the routine study schedules. Thus, tourism cannot be separated from recreational activities as it is an inherent part of it. We, in our family, always plan a tour outside the town, for example- it involves going to Gold Coast or Mountain Dandenong for spending some time and also for a recreational activity (Alexandris 2006).People have always associated going out for a picnic or for a world tour with their recreational attitudes. One always sees many enterprises flaunting business opportunities and service at tourists’ spots as they know from the past track records that there are many customers and travelers who are expected to visit that tourist spot in a particular season or if not throughout the year.

Thus, tourism is an integral part of the recreational activities right from the traditional times and is continued till date in the contemporary times (Haywood 1989).

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