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The alchemy of applied leisure research: turning marketing data into gold.
| Content Provider | Semantic Scholar |
|---|---|
| Author | Pelleriti, Rudy Selby, Michael John |
| Copyright Year | 1988 |
| Abstract | management makes a difference in bottom line profits. use of information is the key dimension to scientific It helps to isolate the most effective management THE ALCHEMY OF APPLIED LEISURE RESEARCH: TURNING MARKETING DATA INTO GOLD As general manager of the Lassen Park Ski Area in 1985, I was well aware of the fact that the new ski resort opening just hours North of us on the slopes of Mt. Shasta represented serious competition. In fact, one of our importa�t markets would now be located directly between the two ski areas. To further aggravate matters, our building and lift facilities could not hope to compete with the new area's facilities due to the constraints of doing business within a National Park. Inasmuch as we had little control over the grossly inadequate facilities and their inability to meet the needs of a growing skier public, we began to focus on other methods of achieving guest satisfaction. We felt like this approach could be the key to staying competitive. In looking at our strengths and weaknesses, we decided to concentrate our energy on service effectiveness. This was a component of our ski product that we could improve. In fact, our ultimate goal was to become the "friendliest ski area in the West". Following a number of meetings on the subject it was |
| Starting Page | 30 |
| Ending Page | 33 |
| Page Count | 4 |
| File Format | PDF HTM / HTML |
| Volume Number | 7 |
| Alternate Webpage(s) | https://scholarworks.bgsu.edu/cgi/viewcontent.cgi?article=1310&context=visions |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
