Transforming leisure with ethnography

Caroline Gibbons-Barry, Scott Moshier and Karen Hofman

To offer satisfying experiences, the leisure industry must understand how consumers have adopted a complex, multifaceted and integrated approach to leisure.

Transforming leisure with ethnography

Caroline Gibbons-Barry and Scott MoshierPortiCo Research, United States

Karen HofmanPortiCo Research, Canada

INTRODUCTION

To offer satisfying experiences, the leisure industry must understand how consumers have adopted a complex, multifaceted and integrated approach to leisure. Profound cultural and values shifts have lead consumers to build uplifting and transformative leisure moments into their everyday lives, changing the standard against which the leisure industry must compete. Ethnography can take leisure purveyors beyond their own facilities to uncover both the contexts that inform consumer mindsets and perspectives, and what resonates with consumers' inner beings and deepest...

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