Your Commercial Recreation, Event, and Tourism Business Adventure

1
chapter 1

• Your Commercial Recreation, Event, and Tourism
  Business Adventure

2
Chapter Objectives

• Describe the five stages that collectively
  represent a recreation or tourism experience.
• Identify and explain the concepts and models that
  represent the RET industry.
• Recognize the benefits of choosing a career in
  the RET industry and highlight the importance of
  choosing such a career in terms of the global
  economy.

(continued)
3
Chapter Objectives (continued)

• Discuss how products, services, and experiences
  are created and consumed.
• Apply the vocabulary of business and commerce to
  the RET industry.

4
Commercial Recreation Sector

• Any enterprise providing recreation, event, or
  tourism products, services, or experiences with
  the intent of making a profit. Such services may
  be created for the benefit of a local, national,
  or multinational market.

5
Components of the Scenario

• Saturday sports event
• Weekend trip to the coast
• Conference business trip with leisure activities
  before and after
• Week-long trip to a major urban tourism center
  with a theme park
• Summer trip to an island holiday with festival,
  cultural attractions, and cruise

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Common Elements of the Scenario Experiences

• Recognition that you want to travel and
  anticipation of the plans you have made
• Travel to and travel from the desired location
  where you carry out your intentions
• Engagement on site in recreational, event, or
  tourism experiences
• Reflection of the experience and the memories
  produced by the combined stages

7
Stages of the Consumer Experience Model

• Adapted from M. Clawson and J.L. Knetch, 1966,
  Economics of outdoor recreation (Baltimore Johns
  Hopkins University Press), 33-36.

8
Service Provider Perspective

• Service provider refers to any organization or
  business providing goods or service for those
  seeking leisure experiences.
• Public sector
• Nonprofit sector
• Commercial sector
• Recreation, event, and tourism industry

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Synthesis of Consumer and Service Provider
Perspective

• Photos left to right J.S. Pfister, Stephen
  Davies, and iStockphoto/Jill Lang.

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Tourism Services

• Businesses that cater to the needs of travelers
  who stay one or more nights outside their normal
  place of residence for leisure, business, or
  related purposes.

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Public Services

• Organizations established to provide recreation
  and leisure programs, facilities, and
  opportunities. Such institutions generally
  operate on funds raised by a tax levy for their
  service area or jurisdiction.

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Nonprofit Services

• Nonprofit services rely on fees and charges
  obtained from members and foundation grants.

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Recreation, Event,and Tourism Industry Model
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Early Models Typology for RET Businesses
Ellis and Norton Bullaro and Edginton Types of Businesses
Tourism Services for nonresidents. Travel and tourism Transporting people to points of interest, attractions, or end destinations. Tour agency, tour guide or operator, transport agency
(continued)
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Early Models Typology for RET Businesses
(continued)
Ellis and Norton Bullaro and Edginton Types of Businesses
Local commercial recreation Businesses that offer either outdoor or indoor programs and services. Hospitality services Leisure service businesses that are involved with housing or feeding the consumer. Hotels, motels, BBs, restaurants, taverns, and pubs
(continued)
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Early Models Typology for RET Businesses
(continued)
Ellis and Norton Bullaro and Edginton Types of Businesses
Retail sales Sale of equipment, clothing, vehicles, and specialty items. Entertainment services Leisure services involved with spectator events, night clubs, race tracks, sport clubs, fitness centers, and video arcades. Facility manager, promotions director, booking agent, sales manager
(continued)
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Early Models Typology for RET Businesses
(continued)
Ellis and Norton Bullaro and Edginton Types of Businesses
Manufacturing Production and distribution of recreation and travel equipment. Leisure services in the natural environment Services involved with a variety of adventure experiences in the outdoors. Both water- and land-oriented products. Tour guide, instructor and host, interpreter, adventure or ecotour operator
(continued)
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Early Models Typology for RET Businesses
(continued)
Ellis and Norton Bullaro and Edginton Types of Businesses
Retail outlet Leisure service goods and products sold in the marketplace. Salesperson, manager, wholesaler
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TourismHospitality Industry Typology
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Model of the Tourism-Recreation System
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CapabilityCommitment Matrix
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Attributes of Commercial Service Providers

• Pricing of services
• Packaging of products
• Buy and sell
• Responsive to market trends and changes
• Market their services in a seasonal fashion
  (peak-shoulder season, or even monthly if events
  or outdoor product oriented)

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Benefits of Working in the Recreation, Event, and
Tourism Industry

• Global
• Diverse
• Economic impact
• Technology oriented
• Green practices
• Open door