A revised conceptualization of marketing in the context of public leisure services

Journal of Leisure Research. 2001. Vol. 33. No. 2. P. 160–186.

Novatorov E. V., Crompton J.

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: маркетинг, критическая теория, critical theory, investigative research, negative case analysis, анализ негативных случаев, теоретическая триангуляция, triangulation, public leisure services marketing, общественные услуги досуга, исследовательское расследование