Australians and their Leisure Time
Association for Consumer Research
Business and Public Management
Marketing, Tourism and Leisure
Understanding Australian’s perceptions and consumption of leisure time has significance for marketers of products to be used during leisure activities and advertisers wishing to employ leisure-related symbolism in their communications. The study reported in this paper explored Australians’ perceptions of leisure and the particular pastimes they prioritise. Informants nominated alcohol consumption, sporting activities, taking holidays, attending barbecues, television viewing, and going to the beach as the leisure pastimes that are most important in Australian society. Their discussions illuminate the ways in which these pastimes are integrated into Australian life, providing contextual information to assist marketers in product and communications development.