Strategies for implementing repositioning of leisure services

Repositioning is viewed as the key to a viable future for leisure services. After a brief review of the repositioning concept, the paper's focus is on the four strategies that can be used to implement repositioning. First is real repositioning. This requires the development of new services or restructuring existing services so they better contribute to addressing the issue(s) expressed in the position statement which articulates the agency's desired position. Associative repositioning is the second strategy. It includes aligning with other organizations that already possess the desired position and acquiring some of this position from the association. Third is psychological repositioning which focusses on changing stakeholders' beliefs about the outcomes that emanate from the services an agency offers, so they better align with the position statement. The fourth repositioning strategy is competitive repositioning which seeks to alter stakeholders' beliefs about what an agency's competitors do. The paper concludes with a discussion of the pay-off from implementing repositioning strategies.