LT1001N休閑和旅游業(yè)環(huán)境

LT1001N

TheLeisureandTourismEnvironmentLecture5ProducersandConsumers1LectureContentThecommercialsectorinleisureandtourismThecommodificationofleisure–‘theleisureproduct’Commercialpartnerships:leisure,retail,hospitalityandentertainmentHome-basedandvirtualleisureLeisureasconsumption2CharacteristicsRequiresmassparticipationCatersforpopularmassactivitiesratherthanspecialismsMarketdrivenHighlycompetitiveRequiresprofitandgrowthforsurvivalCreatesadditionaldemandthroughmarketingstrategies3CharacteristicsGrowthstimulatedbymassmedia

(pressandtelevision)EmphasisoncustomersovereigntyExploits‘willingnesstopay’-determinespricingstrategyFocusonpassiveconsumptionactivitiesHigh

volume,high

cost,high

throughput4CharacteristicsSomeprovidersmonothematicButmostnowtendtobeinvolvedinmorethanoneleisureactivityCommercialsectorleisurecorporationsFirstLeisureRankLeisureLeisureparksandplazasOftenlocatedonmarginsofcities (Evans–‘thenewleisureperiphery’)5Characteristics-‘consumption’Commercialsectorincreasinglymarketsleisureandtourismas‘consumableproducts’PostmodernthinkingReflectscontemporarylifestylesLeisure:Rojek,C.,‘DecentringLeisure’Tourism:Urry,J.,‘ConsumingPlaces’6StrengthsandWeaknessesoftheCommercialSectorStrengthsAbletoidentify,stimulateandcreatedemandConsumerorientationVarietyofprovisionMarketingskillsImpactsonothersectorsWeaknessesGenerallymassprovisionMarketdeterminespriceAffordability?Minoritygroupsneglected?7Development

MiddleAgesEarlyrootsofcommercialism:Drinking(taverns)Gambling(wagersonroughsportsandtaverngames)ProstitutionCircuses,travellingentertainers,fairgrounds8Development

LateIndustrialRevolution-1840-1900GrowthofmassmarketsWorkerswith‘disposableincome’Earlycapitalinvestmentincommercialleisure:MusicHall(by1866,33inLondon)FootballstadiaRailwaynetwork-freight,business,leisure9Development

Early20thCentury-1900-1939GrowthininvestmentNewtechnology-cinema,cylinderphonographs,gramophonerecords1924-32:100cinemasbuiltSpectatorandaudiencedevelopmentMassivefootballandcinemaaudiencesPassiveconsumptionofnewcommercialleisureformsHolidayinfrastructuredevelopedButlin’scamps-Skegness1936ThomasCook-packagestoseasideresorts10Development

Post-warperiod-1945-1970’sInitialpost-warausterity-rationing(food,clothes,petrol)Somecommercialleisureformsnonethelesscontinued-notablyfootball,cinemaLate50’s-growthofdisposableincomeGrowthofhome-centredleisuremarketRadios,record-players,television(impacts)DIYmaterialsandequipmentGrowthincarownership-increasedaccesstoleisureopportunities,short-staydomestictourism11Development

1980’stothepresentIncreasedgrowthofthecommercialsectorProvisiontakesnewforms-e.g.leisure,retailandhospitalitycomplexesGrowthin‘leisureshopping’-malls,integratedfacilitiesandattractionsMetrocentre;Meadowhall;Bluewater;LakesideCommercialleisureplazasTowerParkPoole;MiltonKeynesLeisurePlaza;LeisureWorld,JarmanFields,HemelHempsteadGrowthintechnologicallydrivenhome-basedleisureIncreasedcommercialsectorleisurespending12NatureofCommercialSectorInvolvementHowisthecommercialsectorinvolvedinleisure?Whattypesofprovisiondoesitcurrentlymake?Whataretheimplications:forothersectors?forleisureparticipants?Whatcurrenttrendsareevident?13NatureofCommercialSectorInvolvement

inLeisureDirectprovisionofcommercialfacilitiesandvenuesSaleofleisurehardwareandconsumables(home-basedleisure,consumerelectronics,DIYmaterialsandequipment,sportsgoods)Partnerships(variouskinds)Sponsorship14ExtentofCommercialLeisureProvision

(afterMartinandMason,1989)MARKETSEGMENTCOMMERCIALROLEReadingMostbooks,newspapersandmagazinesViewing&listeningVirtuallyallequipmentandsoftwareSomebroadcastservices,mostcable&satelliteservicesDIYandGardeningVirtuallyallproductsandtoolsHobbies&pastimesVirtuallyallproductsandservicesFormalentertainmentManyvenuesandeventse.g.,cinemas,themeandamusementparks,sometheatresandsportseventsSport&activerecreationMostsportsequipmentandclothing,specialistsportsfacilitiesandclubs,venuemanagementAlcoholicdrinkVirtuallyallproductsandservices,andmostlicensedpremises.LeisurecateringMosthotels,restaurants,fast-foodoutlets,holidayresortsHolidaysoverseasMostholidaypackagesandtravelservices15EconomicValueofCommercialLeisure

(IrvineandTaylor,1998)UKCommercialLeisureMarket-totalaggregatevalue(turnover)estimatedas:￡83,937Millionpounds!

(￡84Billion)Totalworthisequivalentto17.5%ofgrossdomesticproduct(GDP)16NatureofCommercialSectorInvolvement

FacilityProvisionandActivityPromotionMassappealcommercialprovisionCommercialleisureplazas;‘consumption’–food,drink,eatingout,takeaway;oftenlinkedto‘consumption’oftheleisureexperienceitself:–multiplexcinemas;casinos,bingo-halls;dancehalls,discotheques;nightclubs;icerinks;ten-pinbowlingalleys;snookerclubs;amusementarcades;lasergamesMassappealsports,artsandentertainment:AndrewLloyd-Webber,RaymondGubbay,WestEndtheatre,majorfootballstadia,popconcerts,motorshows,Wembley,EarlsCourt,LondonArenaFocus-“buyingagoodtime”

17NatureofCommercialSectorInvolvement

Massmediaandhome-basedleisureMassmedia:

CommercialTV,cinema,radio,press,publicity-sportscoverage-mediaintegration,popularcultural‘product’,homogenisationHardwareandsoftware:Home-basedleisure:TV,video,satellite,cable,homecinema,music,CDs,DVDs,PCs,internet,computergames,growthofe-commerce18NatureofCommercialSectorInvolvement

Thecorporatemarket/ThetouristmarketIndustrialleisureprovisionCorporatefitnessmarketIn-housegyms,healthclubs,hotelsTourismCommercialsectoractivityTransportation-air,land,seaAccommodationHospitality–foodanddrinkEntertainmentVisitorattractions19NatureofCommercialSectorInvolvement

PartnershipsWithOTHERPROVIDERSECTORSPublicSector:OperationofacommercialleaseonlocalauthoritypremisesPrivateFinanceInitiativeagreement(PFI)ProvisionofasiteVoluntarySector:Voluntarystewards,first-aidersatcommercialeventsWithOTHERLEISURE-RELATEDSECTORSHospitalityRetail20BestsourceonCommercialPartnerships

Simmonds,B.(1994)

DevelopingPartnershipsinSportandLeisure:apracticalguide. Harlow:Longman.21NatureofCommercialSectorInvolvement

SponsorshipSponsorshipnotphilanthropicSportsandarts(teams;TVprogrammes;prominentevents)Two-wayprocessBenefitsanddrawbacks22BenefitstoSponsorsPublicityandpromotionofthesponsoringorganisationCorporateimageenhancement

(oil,tobacco,alcohol,banks)ImprovedpublicrelationsTraderelationsTaxbenefitsEmployee/cliententertainment

(specialseatingatsportsevent,opera)23SponsorshipdrawbacksFundingtoélite-whocanaffordtopurchase(hiddensubsidy)ActivitieswithmediaexposureonlyMaleorientated-(cf.women’ssport)–‘manyheroesbutfewheroines’Canbeshort-lived,vulnerable,notsustainedInfluencespatternofleisureactivity (e.g.,‘safe’mainstreamarts,ratherthanfringe-sponsorsavoidcontroversy)24TrendsinCommercialLeisureProvision

(80’sand90’stopresent)Sixmaintrendsidentifiable:MARKETCONCENTRATIONDIVERSIFICATIONVERTICALINTEGRATION...80’s,90’sGLOBALISATION...presentCOMMODIFICATIONHOMOGENISATION25MarketConcentrationProgressivesequence:Competitiongivesrisetosmall-scaleentrepreneursGrowthandexpansionoftheirbusinessesStock-marketfloatationMergers,take-overs,acquisitionsDominationbylargerfirmsandbytransnationalandinternationalcorporations–shapemarket-‘concentrated’inafewhandsOligopolyLossofconsumerpowerandchoice26ExamplesofMarketConcentrationBrewingindustryBetween1920and1939thenumberofBritishbreweriesfellfrom2,889to8851989MonopoliesandMergersCommissionfirstexpressedconcernAtpresent,asmallnumberofbrewinggiantsproduce85%ofthecountry’sbeerAlmost9outof10pintssoldBlandproduct(e.g.,‘nitrokeg’),poorquality,overpriced,consumerchoicereduced27InternationalownershipanddistributionMuchBritishbeerisnolongerBritish-ownede.g.,Tetley:ownedbyCarslbergBrewery,CopenhagenWhitbread,andBass:bothnowpartofInterbrewofBelgium,whichhas32%shareofUKmarketBritishowned:ScottishCourage–30%ofUKmarketGuinness(Anglo-Irish),brewingoperationsworld-wideGlobalisation–someAmericanproducts–e.g.Budweiserbeer28ExamplesofMarketConcentrationAirlineindustryInmid-1980s,top25airlinescontrolled80%ofthemarketTouroperationsTop10touroperatorscontrol50%ofthemarketDominatedbyasmallnumberof‘bigplayers’Thomson’sHolidays;MyTravel;FirstChoiceCompetition

intense;profitmargins

keen;insolvencyaverysignificantrisk(MyTravel)29DiversificationAdditionally,manylargeleisureandtourismcompanieschoosetoDIVERSIFY-Spreadtheirinvestment(portfolio)acrossawiderangeofsectorsOftentransnationalandinternationalcompaniesAlliedLeisure,Granada,Ladbroke,RankInterestsinhotelsandcatering,brewing,gambling,entertainment,attractionmanagement,andmediainterests30AdvantagesofDiversification

inLeisureandTourisminvestmentSpreadsrisksinavolatilemarketMaximisesprofit,allowsrapidgrowth,increasedmarketshareLimitedbarrierstoentryPerceptionsofgrowthCounter-balancetoseasonalityPerceptionsofenjoyablesector-attractivetoinvestors31Integration–horizontalandvertical

(Themergingofdifferentbusinessorganisations)Horizontalintegration:Occursbetweenfirmsoperatingatthesamelevelofproductioninthesameindustrye.g.,MyTravel(Airtours)/AsproTravel/SASLeisure/SunquestVacations(allpackagetouroperators)32Integration–horizontalandvertical

(Themergingofdifferentbusinessorganisations)Verticalintegration:Occursbetweenorganisationsatdifferentlevelsofproductioninthesameindustry(Airline-packaging-retailing)BritanniaAirways/ThomsonHolidays/LunnPoly(nowGermanowned–TUI)MyTravelInternational/MyTravel/GoingPlacesAir2000/FirstChoice/ThomasCookCaledonianAirways/BestInspirations/ATMays33AdvantagesofVerticalIntegrationMorepower/controlovertheindustryEconomiesofscale(purchasing,marketing)OrganisedpackagingtosuitthemCross-subsidisation-socanundercutcompetitorsProfitmaximisationAllowsdiversificationintorelatedfieldsCustomer:goodpricedeals,butlimitedchoices34InternationalisationandGlobalisationDIVERSIFICATIONleadstoINTERNATIONALISATIONofPRODUCTS:books,films,music,restaurantsofCOMPANIES:visitorattractions–DisneyandinturntoGLOBALISATIONthedevelopmentofglobalPRODUCTSandMARKETS-e.g.,music,media,films,technologyControlofoutputbyMULTINATIONALcompaniesPromotionalroleoftheMEDIA35Commodification:

TheLeisureandTourismProductIncreasingly,commercialleisureandtourismservicesseenasPRODUCTStobesold-COMMODITIESEmphasisplacedonBUYINGandSELLINGintheleisureandtourismMARKETCulturalactivitiesbecomebigbusinessThe‘product’is‘packaged’forsaleLeisurepackages–e.g.fitnessclubdealsPackageholidays

Linkagetopostmodernlifestyles(cf.Rojek,Urry)36StandardisationandHomogenisationThefocusonacultural‘product’leadsatbesttoSTANDARDISATION-afixed‘package’Reflectsmarketingneeds,andthe‘volume/varietyrelationship’Highvolume(masssales)=limitedchoiceAtworst,productbecomesblandanduniform-HOMOGENISATIONConsumerchoiceeroded,pricecontrolledbymarket37CurrenttrendsandissuesinCommercialLeisureDevelopmentofleisure/retail/hospitality

partnershipsThemultiplexanchor(cinemacomplexascore)

Location–conceptof‘criticalmass’ofconsumersLocation-fringesofcities(Evans–‘leisure/pleasureperiphery’)Commercialleisureparks

perse-nolongermonothematic-diversification38CurrenttrendsandissuesinCommercialLeisure

‘Leisure/Other’

vs.

‘Leisure/Leisure’Interestnowfocusingonlinkedcommercialleisuredevelopmentsina‘leisurepark’(ratherthan,say,leisure/retail)Morecompatible-openinghours;customermotivations;leisureethosAlsocommercialleisure/hospitalityoutletsFoodcourtsGrowthinfamilyleisure,somedeclineinyouthmarket39TheMultiplexPhenomenonPeripherallocation(‘Theleisureperiphery’)Key‘a(chǎn)nchor’Secondaryspend(food,souvenirs,videos,DVDs,programmes,advertising)exceedsprimaryspend(cinemaadmission)Stillgrowing–popularityofchoice,‘totalexperience’,highqualitysoundandvision(IMAX,Dolby,SurroundSound)Vehicleaccessessential,alsopublictransportHasreverseddeclineinlivefilm-going40OtherCommercialLeisureDevelopmentsPublicparksasplacesofcommercialentertainmentEventgames:Paintball,LaserquestCommercialArenas(LondonArena;NynexArena;SheffieldArena;Braehead)-icehockeySuperleague,basketball,majorpopconcerts)8,500–10,000seats.ArtsFestivalsParkVillages