Marketing in Parks, Recreation & Leisure Services (Based on Jordan et al., 2019)

These flashcards review key concepts from the lecture—including the nature of exchange, market types, the adapted marketing mix, illustrative examples, academic/practical relevance, and the specific Malaysian context—to aid exam preparation and comprehension.

What does the 'nature of exchange' encompass in park, recreation, and leisure services?

A multidimensional swap that includes financial payment, visitor expectations, emotions, experiences, and overall satisfaction, often leading to repeat visits and word-of-mouth.

Beyond payment, what three intangible benefits might a family gain when visiting a national park?

Relaxation, family bonding, and wildlife education.

In a community recreation class, what non-monetary values form part of the exchange?

Community connection, improved physical health, and a sense of belonging.

Which market type is characterized by government funding and subsidized or free access?

Public market.

What is the main goal of public markets in parks and recreation?

To provide inclusive, affordable leisure that promotes community well-being rather than profit.

Which market type relies on donations, memberships, and volunteers to support conservation or community missions?

Nonprofit market.

Give one example of a nonprofit market organization in leisure services.

A wildlife conservation center that charges a small entry fee and reinvests revenue into conservation programs.

Which market type targets customers willing to pay a premium for exclusive or enhanced experiences?

Commercial market.

Name a classic commercial market example in leisure services.

Theme parks such as Disneyland.

What defines a hybrid market in the leisure sector?

A blend of public, nonprofit, and/or private elements, often seen in public-private partnerships.

Which "P" of the marketing mix is redefined as an experience rather than a tangible item in parks and recreation?

Product.

List three components that may form the 'product' in a national park.

Natural features, recreational facilities, and ranger-led educational programs.

How might a community recreation center use 'price' to maintain inclusivity?

By offering tiered pricing with discounts for residents, seniors, and low-income individuals.

In this sector, what does 'place' include besides physical location?

'Place' also includes accessibility, amenities, and digital platforms such as online reservation systems.

Name two non-traditional promotion methods often used by public or nonprofit parks.

Educational outreach and community engagement programs.

What positive outcome can a satisfying leisure experience create for organizations?

Repeat visits and word-of-mouth recommendations.

Why is understanding market types academically important for graduate students?

It provides theoretical frameworks (e.g., public goods theory, social exchange theory) and critical analysis skills for evaluating service models.

Practically, how does marketing-mix knowledge help future park managers?

It guides strategic decisions in pricing, accessibility, and targeted promotion to enhance visitor experience and sustainability.

What Malaysian national park exemplifies integrating cultural and environmental value into the exchange?

Taman Negara.

How do public parks like Kuala Lumpur’s Perdana Botanical Garden support inclusivity?

By offering free or low-cost entry funded by the government.

Which Malaysian nonprofit center focuses on orangutan conservation and eco-education?

Sepilok Orangutan Rehabilitation Centre.

Give an example of Malaysia’s commercial leisure market that attracts premium-paying tourists.

Genting Highlands Resort or Sunway Lagoon.

What is a key benefit of hybrid public-private partnerships on islands like Langkawi?

Balancing tourism revenue with sustainable resource management.

Which marketing-mix element does Malaysia emphasize through online booking platforms for national parks?

Place (digital accessibility).

What slogan represents Malaysia’s international promotional campaign?

"Malaysia, Truly Asia."

How does the domestic "Cuti-Cuti Malaysia" campaign support the tourism sector?

It encourages Malaysians to travel domestically, smoothing out seasonal demand and spreading economic benefits.

Why is cultural exchange vital in Malaysia’s tourism offering?

It showcases Malaysia’s multi-ethnic heritage and provides economic opportunities for local communities.

Name two academic theories useful for analyzing exchanges in leisure services.

Social exchange theory and public goods theory.

What role does social media play in promoting nature reserves?

Sharing visitor photos/testimonials and fostering engagement with eco-tourists.

Which "P" of the marketing mix would tiered resident discounts fall under?

Price.

In experiential marketing, what outcome can ranger-led programs achieve besides visitor satisfaction?

Increased environmental stewardship among visitors.

What strategic benefit does understanding the nature of exchange provide to Malaysian policymakers?

Justifies investment in recreation spaces by highlighting social and cultural returns.

How can graduate students apply knowledge of market segmentation in leisure services?

By designing programs that cater to diverse visitor motivations such as adventure, relaxation, or education.

What is the primary focus of commercial leisure markets regarding service delivery?

Revenue generation through high service levels and personalized experiences.