Abstract
This article aims to develop an ** alternative conceptualization** for the field of public recreation marketing by addressing the limitations of existing notions. It is observed that rival perspectives fall along a continuum, positioning marketing either as a set of tools for managing exchange or as a means of inducing behavior change. In contrast to these existing approaches, the proposed alternative framework is built upon four major assumptions underlying public recreation: (1) the redistribution system within which recreation resources are allocated; (2) the organizational structure of recreation agencies; (3) the ways in which public recreation agencies interact with local governments and citizens; and (4) the code of ethics and its influence on the behavior of recreation professionals. Integrating these four pillars, a new definition for public recreation marketing, termed “administered marketing,” is presented. Administered marketing is a synergistic management technology that rejects the universality of the exchange concept, encompassing the analysis, planning, implementation, and control of programs designed to facilitate redistributive arrangements within a community for the purpose of achieving established community objectives.
Keywords. Administered Marketing; Public Recreation; Redistribution; Public Sector Marketing; Ethics and Mission.
JEL. C38; I19; L52.
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