Strategic Marketing for Recreational Facilities

A Hybrid Conjoint Analysis Approach

Datos Bibliográficos

ID10137612
AutoresDaniel R Toy (California State University, Chico, autor de correspondencia), Daniel Toy (Department of Marketing California State University, Chico), Robin Rager (Department of Health Education The Pennsylvania State University), Frank B Guadagnolo (Pennsylvania State University), Frank Guadagnolo (Department of Leisure Studies The Pennsylvania State University)
Año1989
Volumen21
Número4
Páginas276-296
Fecha de publicación1989-09-01
Peer ReviewedSí
Open AccessNo
TipoARTICLE
RevistaJournal of Leisure Research (JOURNAL)
Identificadores de la revistaISSN: 0022-2216 • E-ISSN: 2159-6417
EditorialTaylor & Francis (PUBLISHER • GB)
DOI10.1080/00222216.1989.11969805
OpenAlexW1017936055
IdiomaEN
Citas recibidas8
Referencias citadas13

The competition for Americans' leisure time and dollars has increased dramatically over the past twenty five years. In response, leisure providers are turning to strategic marketing analysis to help segment their markets, position service offerings, and understand their competitors. Hybrid conjoint analysis is a powerful research tool for analyzing consumers and competitors. This paper describes hybrid conjoint analysis and illustrates an application of this new technique in a recreational setting that demonstrates the versatility of the methodology as an effective leisure research tool

Business · Competition (biology · Competitor analysis · Conjoint analysis · Economics · Marketing research · Marketing strategy · Microeconomics · Position (finance · Preference · Recreation · Service (business · Customer Service Quality and Loyalty · Economic and Environmental Valuation · Marketing · Recreation, Leisure, Wilderness Management