A Revised Conceptualization of Marketing in the Context of Public Leisure Services Academic Article uri icon


  • 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. Copyright 2001 National Recreation and Park Association.

published proceedings

  • Journal of Leisure Research

author list (cited authors)

  • Novatorov, E. V., & Crompton, J. L.

citation count

  • 14

complete list of authors

  • Novatorov, Edouard V||Crompton, John L

publication date

  • June 2001