A Critical Appraisal of the Conceptualization of Public Park and Recreation Marketing

249 Pages Posted: 22 Aug 2012

See all articles by Edouard Novatorov

Edouard Novatorov

National Research University Higher School of Economics

Date Written: July 11, 2012

Abstract

The objectives of the study were (a) to identify the reasons and concerns of those public administrators and marketing scholars who do not accept the usefulness of marketing in the public sector; (b) to deconstruct, comprehend, interpret, and critically appraise the current conceptualization of public sector marketing from the viewpoint of negativists identified in step (a); and (c) to reconstruct, redefine, reinterpret, and reoperationalize the current controversial conceptualization of public sector marketing into a new conceptualization in the context of park and recreation services.

The critical theory approach to the study primary used non-empirical procedures data collection and analytic procedures which included investigative research, negative case analysis, and theoretical triangulation. These procedures were supplemented with empirical data collected from in-depth interviews with five scholars and with three parks and recreation managers. Results of the non-empirical procedures revealed the biased selective nature of the current conceptualization of public park and recreation marketing and the existence of alternative conceptualizations which have been ignored. The existing and alternative models were discussed with scholars and park and recreation managers. Support was found for the alternative models. From these data an alternative conceptualization of public park and recreation marketing was developed and named the concept of administered marketing. Implications for park and recreation managers are discussed. Directions for future research into the administratively managed park and recreation marketing concept are suggested.

Keywords: Public sector marketing, Nonprofit marketing, Substanivist economy, Collectivistic sociology

JEL Classification: A10, B10, F10, I10, L30

Suggested Citation

Novatorov, Edouard, A Critical Appraisal of the Conceptualization of Public Park and Recreation Marketing (July 11, 2012). Available at SSRN: https://ssrn.com/abstract=2133237 or http://dx.doi.org/10.2139/ssrn.2133237

Edouard Novatorov (Contact Author)

National Research University Higher School of Economics ( email )

Myasnitskaya street, 20
Moscow, Moscow 119017
Russia

Here is the Coronavirus
related research on SSRN

Paper statistics

Downloads
61
Abstract Views
625
rank
370,729
PlumX Metrics