Overview of Sectors
August-27-12
8:55 AM
Types of leisure activities:
Social
Physical
Cultural
Outdoor
Leisure travel & tourism
Multi-media usage
Entertainment and amusements
Leisure: an activity in which an individual is engaged during free time.
However, effective service providers must consider offering services that meet subjective criteria as
well.
Commercial Sector
Profit motive Examples: Wonderland, Goodlife Fitness
Customer loyalty
Purveyor of good and/or services
Non-Profit Sector
Social Welfare orientation Examples: Girl Guides of Canada, Local Sports Club
Serves specific groups/ social causes (can be membership based or not)
Public Sector
Serves the public good Example: City of Waterloo, Recreation &
Leisure Services
Includes federal, state, & municipal governments
Organizations Purpose (Core Area of Mission)
Relates to the central goals that determine the agency's activities
Why offer certain goods or services?
Fall within the mission
Sufficient demand to sustain them
Tradition of provision
Generate revenue or profit
Political reasons
Mixed Economy:
Organizations in different sectors direct and influence leisure provision -vs. purely "market-driven"
Relative strength of each sector in economic mix is constantly changing
Social Trends & Commercial Sector
September-16-12
10:56 PM National Picture- On average Canadians spent on leisure in 2005 was 5.5 hours a day. (time decreased
between 1998 &2005)
Gender- Men spend more time on leisure than women.
Age- Older and younger adults (non-prime working years) spent the most time on leisure.
Leisure Time = 18% of our day
Types of leisure/ time of our day
Civic and voluntary activities = 0.3 hours/day
Socializing in homes = 1.2 hours/day
Socializing in restaurants =0.3 hours/day
TV Watching = 2.5 hours/day
Sports, movies and other entertainment = 0.2 hours/day
Active Leisure = 1.1 hours/ day AGING POPULATION
If current trends continue the proportion of the population aged 65 or older will eventually
overtake the number of youth under 15 years of age
IMMIGRATION
Q: How do these immigration numbers change the commercial sector of leisure based upon 'un-natural
immigration'? Family Composition
Two parent and children households is down; families with no children at home is up
Family's are having children much later (new trend) based upon new opportunities for women
Common law unions is up
Size of household have dropped in the last two decades
o
Larger number of Not going to buy a family membership, offer opportunities for
Canadians living alone them to no longer be alone (feel part of a community)
Lone parent households may lack the time and disposable income to participate in leisure activities
HEALTH Trends
Childhood obesity
o Increases in both boys and girls
o Nearly tripled in last 25 years
Factors contributing to obesity
o Less activity work
o More easily accessible travel\fewer opportunities to be active in school
o
Fewer walking to and from school
o Larger portion sizes and consumption of processed foods
Urbanization
75% of Canadian population is in urban areas
Intensification and densification of urban cores
Public space at risk
Environmental Concerns
Climate Change
o Changes in modern climate
o How will (or has) it changed leisure activity?
Less snow for skiing/snowmobile
Less consistent weather for planning of trips
Less outdoor skating rinks (Rideau canal)
Less economic growth because of these issues
Commercial Sector
How do commercial providers differ from other service providers?
They are there to make a profit
The expect a return on investments
The design programs to tap consumer spending (looking for a niche)
Social roles & Expectations
Expected to contribute to the economic well-being of the community (jobs, tax revenue)
Economic impact is regarded with greater importance than social impact Types of Commercial Organizations
Leisure products businesses
o Manufacture and distribute leisure goods and equipment
Leisure services businesses
o Providers of leisure programs and experiences
Business sponsors of leisure
o Sponsors of leisure events and products
LPGA sponsored by CN
CIBC Run for the Cure
Commercial Leisure Services
Travel & Tourism
o The movement of people and the provision of travel related services
Hospitality
o The provision of accommodations, f&b, and related amenities
Local Commercial Recreation
o Primary function is the provision of retail products, entertainment, and recreation programs
for people in their home communities
Facilitators
o These types of commercial recreation businesses support the businesses from the other three
categories
o Travel & transportation Facilitators
Airlines
Rental care
Bus lines
o Hospitality Facilitators
Hotels and motels
Restaurants
Resorts
o Commercial Recreation
Theatres
Fair/festivals
Concerts
Water parks
o Multiple sectors
Casinos
Theme parks
Sole Proprietorship
One person owns the business and is legally responsible for its debts and legal obligations
Advantages
o High personal incentive
o Quick decision making
o Reaps all profits
o Go out of business quickly if desired
Disadvantages
o Risk of personal loss\limited talent o Limited capital
o Unlimited liability
Partnerships
Two or more people pool their funds and abilities to go into business for profit
o Advantages
Greater capital
Improved credit standing
More talent
Few legal restrictions
o Disadvantages
Potential management conflict
Unlimited liability
Difficult to withdraw investment
Corporations
A separate legal entity
o Advantages
Limited liability to its owners
Easy to raise capital
Ability to transfer ownership easily
o Disadvantages
Higher costs to establish
Must disclose information regarding financial affairs to shareholders
Commercial Branding
September-19-12
9:43 AM
Main Point
Everything about an organization communicates!
Corporate Identity
The cues offered by an organization both internally and externally
o Through symbols, communication, and behaviour
The 'idea' or 'persona' of the organization and how it represented to different audiences
o Programs or commitments they use in order to portray themselves in a certain way
Meant to display the organizations personality
Why is identity important?
Creates awareness
Triggers recognition
Activates already stored images
Allows people to identify with an organization
Impacts consumer loyalty
Business enhancement Monolithic Identity
Associated with organizations where the entire company uses the same visual style
Everything in the identity mix is the same for all products and divisions
Endorsed Identity
Associated with organizations whose subsidiaries have their own style and distinction, but the
parent company is still visible in the background
o Westin Hotels and Resorts, owned by Starwood Hotels
Branded Identity
The organization has a number of brands, products, and it is nearly impossible to know who the
parent company is
o Cedar Fair. The Partnership is one of the largest regional amusement parks operator in the
world, With eleven amusement parks and six water parks
Image
Composite psychological impression that can change based o the organizations situation or media
portrayal
Perception in the mind of the consumer/client rather than reflection of the actual or desired state
of the organization
Image is fluid and can change easily
Brand
The visual, emotional, rational, and cultural image that you associate with a company or product
Remembering a brand name and having positive associations with a brand
o
Makes product selection easier
o Enhances value and satisfaction
Brand Awareness
The bits of information a consumer holds about a brand
Brand Equity
There is a assumed value in a well-known brand (more potential for profit)
The differential effect- brand needs to stand out among its competitors
Profit & Customer Loyalty
September-24-12 9:25 AM
MAIN POINT OF THE DAY
THE RELATIONSHIP BETWEEN FRONTLINE WORKERS AND CUSTOMERS NEED TO BE THE CENTRE OF
MANAGEMENT CONCERNS!
Dimensions of Service Quality
Tangibles - appearance of equipment, facilities, and personnel
Reliability - ability to perform the promised service dependably and accurately
Responsiveness- willingness to help customers and provide prompt service
Assurance - knowledge and courtesy of employees and their ability to convey trust and confidence
Empathy - caring, individualized attention the agency provides its patrons
Quality Indicators
Content- are standard and accepted procedures being followed?
Process- is the sequence of events in the service process appropriate?
Structure- are the physical facilities and organizational design adequate for the service?
Outcome- what change in status has the service effected?
Impact- what is the long-range effect of the service on the customer? 1. Customer loyalty drives profitability and growth
a. Three R's
i. Retention
ii. Repeat Sales
iii. Referrals
2. Customer satisfaction drives customer loyalty
a. Creates apostles
i. Customers so satisfied they convert others
b. Avoid saboteurs
i. Customers so unhappy they speak out against your services
3. Service value drives customer satisfaction
a. Value- the results customers receive in relation to the total costs
b. Give frontline employees the permission to customize services
4. Employee retention and productivity drives high service value
a. Take into account the full cost of the loss of key service providers
5. Employee satisfaction drives retention and productivity
a. Keep abreast of employees sentiments
6. Internal Quality drives employee satisfaction
a. Feeling employees have towards jobs, colleagues, and companies
Managing Change in the Commercial Sector
September-26-12
9:32 AM What is organizational change?
Refers to organization-wide change, not smaller changes like adding a new person or modifying a
program
o
Change in mission, restructuring, new technologies, mergers
Requires a fundamental and radical reorientation in the way an organization operates
What provokes organizational change?
Change should not be done for the sake of change- it is a strategy to accomplish some overall goal
Usually provoked by some outside driving force
o Substantial cuts in funding, address major new markets/clients, response to new social trends
Organizations undertake this to move on to a different level in their life cycle.
Types of Change
1. Episodic Change
a. Organizations are inertial (resistant to change) and change is infrequent, discontinuous, and
intentional
b. Emphasizes short-run adoption
Analytic Framework
c. Change is an occasional interruption
d. Tends to be dramatic and driven externally
e. Seen as a failure of the organizing to adapt its structure
Response to Episodic Change
Unfreeze- understanding why change is necessary, preparing, and moving away from comfort zone Transition- inner movement or journey we make towards change; training, coaching, and expecting
mistakes are part of the process
Refreeze establish stability once change occurs; create supportive social norms
2. Continuous change
a. Change is a pattern of endless modifications in work processes and social practice
b. Driven by organizational instability
c. Numerous small accommodations accumulate and amplify
Response to Continuous Change
Freeze- review current practice
Rebalance- reinterpret, re-label, re-fashion approach
Unfreeze- resume improvisation, translation, and learning in ways that are more mindful of change
Why is it difficult to accomplish?
Change often goes against our values
Change should be accompanied by changes in culture, including changes in members values and
beliefs and in the way they enact these values and beliefs.
How is organizational change best carried out?
As a team wide effort
Communications about change should be frequent and with all organization members
To sustain change, the structures of the organization itself should be modified, including strategic
plans, policies, and procedures
Involves unfreezing, change, and re-freezing process
The best approaches to address resistance is through increased and sustained communications and
education
CSR Tutorial
September-27-12
12:29 PM
Definition: corporate conscience, corporate citizenship
Companies or organizations should go beyond what they legally have to do when it comes to social
responsibility
Path to CSR
1. Defensive stage
a. Not our job to fix it
b. Company faced with unexpected criticism
c. Involves outright rejections of allegations or denials of links between practices and outcomes
2. Compliance Stage
a. Corporate policy must be established and observed in ways made visible to critics
b. Aimed at protecting company's reputation
i. "We'll do just as much as we have to do"
3. Managerial Stage a. "It's the business, stupid"
b. Realization company is facing a long-term problem that cant be solved through public
relations
c. Managers are given responsibility for the problem and its solution
4. Strategic Stage
a. Realignment toward corporate responsibility gives firm a competitive edge
i. "it gives us a strategic edge"
5. Civil Stage
a. Company promotes collective action to address society's concerns
i. "we need to make sure everybody does it"
Societal Learning
Companies must attempt to predict and credibly respond to societal issues
Consider:
-Is good citizenship good for the bottom line?
Should a corporation invest in CSR practices even if its not good for the bottom line?
Reasons For CSR Policy (Disney):
Influencing young minds need to set an example
Profit isn't a major concern with Disney so building community trust and appreciation would help in
the long run
"Going green" (cruise ships) clean up environment/reduce pollution
Family friendly, gives strategic edge
Social Media & Customer Relations
October-01-12
9:32 AM
Different Internet Sources:
Sell a product or service
Tech Support
Embellishing existing service
Process orders
Convey Information
Communicate with Membership
Play Games
What is Social Media
Online collection of strategies, practices, and tools for communicating, creating, sharing, and
discussing information.
Digital Consumer Behaviour
Today's consumer connects with brands in fundamentally different ways o
Through media channels beyond a business control
Relying heavily on digital interactions, consumers evaluate options and remain engaged with the
brand through social media even after purchase
Brand & Social Media
1. Offering and communicating a clear customer promise
2. Build trust by delivering on the promise
3. Continually improving the promise
4. Innovating beyond the familiar
Customer Relations
1. Develop a formal social media policy
o What are the standards and guidelines for on-the-job use of social media?
i. Accountability
1. Employees should take responsibility for postings
ii. Accuracy and transparency
1. Posts must be factual, identity disclosed
iii. Lawfulness
1. Employees must respect legal and professional framework
2. Monitor External and Internal Online Communications
o Leverage tools
i. Use existing tools to make this task manageable
o Mobilize Internal Deputies
i. Deputized employees can augment an existing team's efforts
3. Engage Online Communities
o
Develop a social media presence so that people can talk t
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