The relevance of leisure marketing activities among university level students
The leisure sector represents the fastest and among one of the largest growing economic sectors of consumer spending. However, our understanding and knowledge of consumer psychology of recreation and leisure are yet limited to the social and economic significance of the under-research phenomenon. Therefore this study investigated the relevance of recreational marketing activities in leisure consumers in terms of their preferences. Through an online survey 300 responses were collected from the respondents till closing date. Confirmatory Factor Analysis were conducted with help of AMOS 24 software. Significant differences were found in terms of importance, and place, between male and female students. Moreover, higher mean observed for male students than females in terms of these sub-dimensions social, access, and place. This study offer many practical and managerial applications to marketers and policy makers by identifying the important dimension of leisure activities.
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