Consumer Preferences And Drivers Of Choice Regarding Local Recreation Services

In recent years, the rapidly growing industry of leisure has displayed some signs of overcrowding on account of the diminished capacities of turning employed resources into profit and the lowered personnel productivity in Romania. Economic agents striving to succeed in this rapidly evolving economic sector should reconsider their position and plan a strategy to grow or reinforce their business. The present paper provides a starting point in outlying the local recreation market specificity by investigating consumer preferences and drivers of choice. Results show that although there is an active demand for commercial recreational activities, its quantum is rather low. Moreover, the study shows that service-related factors (such as quality, personnel qualification, price and novelty) appear to have the highest importance for consumers, that positive word of mouth is a rather strong influencer, while advertising and location-related factors rank lowest on the list of priorities when choosing a recreation provider.