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Is There a Generational Approach to Leisure?

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When It Comes To Leisure Time, Watch Out For The Generation Gap A goal of any marketer or media planner is to reach the target audience where they live, being present in a part of their life where they'll see your marketing message. One popular approach is to reach consumers of any age while they are relaxed. At play. Not stuck in the daily grind. Receptive to fresh thoughts.

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The word leisure is normally attributed to an individual’s free time and what they choose to do during that time. Every individual at some stage in their life will participate in some form of leisure, whether it be shopping, travelling, playing sport or just relaxing. Participation must be by choice in order to be considered leisure. Throughout this essay I am going to identify and explain the different types of leisure and why individuals participate with reference to relevant academic literature. Leisure as a concept is not new, throughout history there has always been examples of leisure. If you think back to the time of ancient Rome, people enjoyed watching and in some cases taking part in the activities held within the Coliseum. Furthermore as you move through history the examples continue; Jousting and banquets in the middle ages, all the way up to what we define as leisure activities today, shopping, participating in sport etc (Pearson, 2008). What’s important to point out is the change in perception of what leisure actually is now, compared to what it was before. During the late eighteenth and nineteenth century Britain went through a massive economic change. Otherwise known as the industrial revolution, this period changed what we would define leisure as today. For so many people, their nature of worked changed drastically, both in terms of what they did and where. This change enabled social class to be born, and with it increased wealth. This new found wealth enabled new technologies which in turn would allow new forms of leisure Trying to define leisure is often difficult; this is due to the many different forms leisure can take. Bull, Hoose and Weed propose four approaches to define leisure. These are leisure as time, leisure as an activity, quality of leisure and personal attitude. Most people work long stressful hours during the day, leisure time is often dictated by the time we are left with after working and earning money. However necessities such as sleeping, eating and personal hygiene all eat into what we define as ‘leisure time’. Under the leisure as time approach, work and leisure can be perceived as being in opposition, with one (usually work) limiting the other. When it comes to activity based approaches, as the name suggests, this approach sees leisure as engaging in activities that one would do in their free time, such as shopping, playing recreational sport etc. The quality of leisure and personal attitude go hand in hand with the previous approaches. If the participant is having fun their quality of leisure is improved, the opposite can be said if their attitude is negative. It’s important when looking at why people participate in leisure, that these 4 approaches are taken into account.

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These stakeholders should create experience for the youthful tourist, as they are likely to act as repeat customers if the experience, which they will have, is pleasurable, memorable and exciting (Holbeche, 2006). Most of the elderly people visit places where they have gone before when young and they had a pleasurable and memorable experience which they would want to rekindle in their old age

Therefore, creating a memorable experience for the young people is imperative in making them lifetime clients of a particular destination (Strokes, 2010). The youth are challenged by the fact that they do not have much information on various destinations and they only look for any available destination that will give them pleasure. Creating and providing information about the organization and destinations is critical in reaching out this target market. Such information may be in brochures or mailing lists providing information about different tour destinations, the experiences that they provide as well as the cost of that experience (Morgan, 2006). To reach out the youth as the target market, it may involve adjusting prices to fit the young people. As indicated earlier young people do not have, enough resources or money and they therefore look for the lowest priced destinations, which can provide the adventure and the experience they are looking for. Because the young people may not be widely travelled, they rarely look for experience as much as for the adventure. Pricing the ticket packages, the hotels with a specific destination and experience for young people at affordable prices will be the winning edge for attracting the young people who want to have fun, pleasure while saving on the expenses (Clow, 2003).

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Briefly, for parents also can learn a lot from the study. The research shows the disadvantages of children use mobile phone, and by this time they can start to control the damage caused mobilecasting. Young generation themselves also be known that the damage of using too much mobile devices. They should know how important the social life is, and also the importance of doing outdoor activities.

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Clow, K. (2007). Integrated advertising, promotion, and marketing communications 3rd edition. London: Pearson Education.

Gregory, R. (1997). Leveraging the corporate brand. Chicago: NTC.

Hofstede, G. (2001). Culture’s consequences. California: Thousand Oaks.

Holbeche, L. (2006). Understanding change: Theory, implementation and success. London: Heinemann.

McDonald, M. (2007). Marketing plans (6th ed.). Oxford: Butterworth-Heinemann.

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