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1、ROLEOFSOCIALMARKTINGINLEISUREANDRECREATIONMANAGEMENTBright,AlanDConsistentwiththe"socialwelfare"philosophyofparkandrecreation,muchworkhasbeendonetoidentifythebenefitsofleisureandincorporatethemintorecreationmanagement.Thebenefitsofleisureconstituteallaspectsofhumanexistence;in
2、cludingpsychological(e.g.,improvedself-concept,reflectionofpersonalvalues,peakexperiences),psychophysiological(e.g.,cardiovascularhealth,diseasecontrol,mentalandphysicalrestoration),sociological(e.g.,promotionofcommunitystability,familysolidarity,culturalidentity),economic(e.g
3、.,employment,income,reducedhealthcarecosts),andenvironmental(e.g.,preservation/conservation).Thesebenefitsshouldnotaccrueonlytothosewhocanaffordtoparticipateinactivitiesand/oractivelyseekthemout.Leisure'spotentialtoimprovethequalityoflivesofindividualswithmentalandphysicaldisa
4、bilitiesaswellasat-riskyouth,adults,andfamiliesspeaktothepotentialthatrecreationhasforsocialwelfare.Makingthebenefitsofrecreationavailabletothepublicrequiresthatindividuals,headsofhouseholds,andcommunityleadersareawareofandbuy-offonthebenefitsofspecificprograms.Thejobofrecreat
5、ionprofessionalsisnotonlytoprovideopportunitiesforachievingbenefits,buttogetthewordout."Unlesseachofuspromotesandarticulatesthebenefitsofleisure,thetremendousvaluethatparksandrecreationaddstohumanwelfarewillneverberecognizedandappreciatedfullyoutsidetheleisureprofession"(Drive
6、r1998,p.26).Thesebenefitsareunderstoodbyleisureprofessionals,academicians,andstudents,butexperiencingofthebenefitsbythepublicatlargeaswellasspecialpopulationswillnotreachitsfullpotentialwithouttechniquesdesignedtoeducate,andinfluencethepublicregardingavailableopportunities.Top
7、lan,develop,provide,andcommunicaterecreationopportunities,andtheenjoymentoftheirbenefits,parkandrecreationagenciesshouldutilizeasystematicprocessofdoingso.Onewayistoadopttechnologiesfromthefieldofmarketing,however,recreationmanagersareoftenhesitanttoutilizethesetechnologiesfor
8、avarietyofreasons.Thereisamisconceptionthatmarketingissynonym
