The Development and Significance of Tennis in the UK as a Leisure Activity
Leisure industry in the UK has seen tremendous growth since the year 2000 as argued by Isla Gower (2004). This is mainly because of the increase in the demand for leisure activities by the working community of the UK. Alongside, the increasing awareness of health and fitness is another kindling element for the growth of leisure industry since the perception of fitness as a leisure activity has increased the number of customers to the industry as well as increasing the revenue generated by the industry.
The increasing demand in the leisure industry has resulted a numerous branches of the leisure industry where active leisure is one of the major divisions. The active leisure is the segment of the leisure industry where the customers are involved in active sports like football, tennis, swimming, etc. The fact that active leisure is predominantly the fitness activities that have secured widespread importance due to the increasing awareness on health and fitness makes it interesting to analyse the significant sport activities, which will help the leisure industry competitors to gain better knowledge of the industry.
In this essay a critical analysis on the development and significance of Tennis as a leisure activity is presented to the reader. Tennis being one of the popular games in the UK with tournaments being conducted across the globe further makes the game a critical element in the leisure industry and the analysis will provide an insight to the significance of the game as a leisure activity in the UK.
The report commences with the overview of tennis and its development in the UK. This is followed by the analysis of Tennis as a leisure activity with supporting arguments from secondary research. An insight into the significance of tennis in the leisure industry is then presented to the reader before concluding the essay.
Development of Tennis
Originated in France during the 12th century Tennis gained popularity in the west with the introduction of the tennis rackets during the late 12th century as argued by Angie Bray AM (2005). The development of tennis as a national game was mainly because of the involvement of the royal families in the European nations as argued by Emily Pattullo (2002). Furthermore, it is also interesting to note that the recent development in Tennis as a leisure activity is predominantly due to the increase in the international participation in the tournaments like Wimbledon, French Open, etc as argued by Emily Pattullo (2002). This is discussed in detail in the section on significance of tennis.
Development of Tennis Global perspective
The development of tennis as an international game is not only because of the increasing participation of the Far Eastern countries but mainly because of the encouragement of the Olympics committee as identified by Isla Gower (2004) who argues that not only that tennis and tennis related products have seen tremendous growth in the recent years but the involvement of the Far Eastern nations is predominantly due to the increasing encouragement of the Olympics Committee.
In the international stage it is also interesting to note that Tennis is not only considered as a game of competition but also considered as a means of international collaboration and unity when approached in a political perspective as argued by Emily Pattullo (2002). The psychological effect (Nancy Darling et al, 2005) of involving in an internationally renowned game for leisure is the major element that contributed to the development of tennis as a leisure activity alongside, football and cricket.
Development of Tennis in UK
It is also intriguing to see that Tennis has not only seen growth in the international stage but also gained significant strength at national level mainly due to the increasing involvement of the school students in the tennis games. The initiative of retired British Tennis players to actively participate in the development of tennis in the UK is the kindling factor for the development of tennis as a leisure activity in the UK (Isla Gower, 2004). Alongside, the fact that the game can be played in-door in leisure club and provides good opportunity for socialising and leisure as argued by Tina Milton (2002). Furthermore, the argument of Nancy Darling et al (2005) that the participation of people in a specific leisure activity mainly reflects upon the brand image portrayed by the activity. Tennis for example, is predominantly portrayed as a ‘Gentleman’ game, which has not only increased the participation, by professionals in tennis as leisure activity but also by commoners from other forms of business. The survey conducted by BRMC (Emily Pattullo, 2002) has revealed that the number of participants in a specific leisure activity mainly because of their perception of the activity as a brand has increased tremendously. The survey also revealed that the number of participants to Tennis has also increased not only because of its brand position but also because of the involvement of celebrity tennis players and the government to encourage tennis in order to preserve the Wimbledon tradition (Nancy Darling et al, 2005).
Significance of Tennis
Considering the game as a sport like any other game, tennis has a rich cultural tradition of international fame Wimbledon in the UK. This traditional significance combined with the initiative of the government and local authorities to encourage tennis in order to gain dominance in the game that hosts an international event annually has increased the significance of tennis as a sport in the UK. Alongside, it is also interesting to note that tennis is not only promoted as a traditional game in UK but also as a game that would fetch leadership for the nation in the particular area of sport that is of traditional importance further strengthens the significance of tennis as a game (Nancy Darling et al, 2005).
In the light of leisure management the aforementioned arguments prove that tennis has gained significance in the leisure predominantly because of the value carried by the game in the UK tradition.
Significance of tennis Leisure and business view
Milan Srejber and Terrance Valeski (2001) argue that the significance of tennis in the business and sales perspective is predominantly through the increase in the sales of tennis related sports products in the UK. The advertising strategies of leading sportswear conglomerates like Nike and Reebok (Isla Gower, 2004), has not only increased the demand for the tennis products but also the involvement of the general public in tennis as a leisure activity. Furthermore, the appearance of the celebrity tennis players like Serena Williams and Maria sharapova as brand ambassadors to Nike products has increased the significance of tennis as a leisure activity rather than a professional sport itself.
Tennis and Leisure Industry
Alice Z. Cunco and Wayne Friedman (1999) have established that many sportswear and sports footwear conglomerates have increased their sales through the promotion of their products as a leisure item rather than the trivial approach of sports goods and accessories. This is further justified by the arguments of Isla Gower (2004) who has identified that the sales of leading brands like Nike and Reebok have increased mainly through the promotion of their products as a leisure items. Furthermore, the arguments of Isla Gower (2004) has also affirmed that the growth of tennis in the leisure industry is predominantly because of the increased promotion activities of the participating conglomerates on selling its products as leisure items rather than professional sports products and accessories.
Furthermore, the arguments of Alice Cunco and Wayne Freidman (199) has also justified that Nike has increased its market share in the leisure sector of tennis purely through the strong promotion of the products with celebrity tennis players as brand ambassadors. This approach has further justified that tennis has secured significance in the leisure industry through the persistent promotion of companies competing in the sports footwear and sportswear industry.
Apart from the involvement of the participating brands and the initiative of the government to promote tennis, the research by Van B. Scott Jr et al (2005) has further confirmed that the effects of tennis as a game that provides high level of concentration as well as mind stability has increased the significance of tennis as a leisure activity in the UK. Furthermore, the involvement of the leisure clubs and local health clubs in promoting tennis as one of the fitness sport to accomplish healthy living as argued by Tood A. Ryska and Zenong Yin (2005) has added to the development and significance of tennis in the leisure industry.
Another intriguing factor that has contributed to the significance of tennis in the leisure industry is the involvement of the parents in the UK who due to their affinity to the traditional significance of tennis encourage their children to involve in tennis as a leisure activity as argued by Emily Cubitt (2004). This further justifies the initial arguments on the traditional significance of tennis that contributed to the popularity of the game in the UK.
Jane Dunford (2005) has identified that the family values and the level of service provided by leisure clubs to tennis is also an accelerating element for the increasing significance of tennis in the UK leisure industry.
Conclusion
From the analysis on the development and significance of tennis it is clear that the game is not only considered as a leisure activity by choice but carries traditional and national interests to fuel its growth. The discussion on tennis in the leisure industry has further made it clear that tennis has gained significance due to numerous factors, which include the promotion by the participating brands, family values, and psychological factors. Furthermore, it was also established that Wimbledon tennis tournament has a significant influence on the development of tennis as a leisure activity in the UK along with the encouragement of the government to promote tennis. The support from the Olympics and the international significance of the game has further increased its popularity in the leisure industry thus making it an activity of significance in the leisure industry. Thus to conclude the essay it is clear that tennis has seen tremendous development in the leisure industry making it a significant leisure activity in UK. Furthermore, the
References
Journals and Reports:
Alice Z. Cunco and Wayne Friedman (1999), Nike back to Wieden for fewer, bigger ads. Advertising Age, 11/29/99, Vol. 70 Issue 49, p6-6
Angie Bray AM (2005), Tennis in the leisure market Significance of Leisure market, Leisure Management, Business Source Premier
Emily Cubitt (2004), Robinsons first online drive to exploit Wimbledon links.. Precision Marketing, 6/18/2004, Vol. 16 Issue 33
Emily Pattullo (2002), Health Clubs and Leisure Centres: 2002 Market Report, UK: Key Note Ltd
Isla Gower (2004), Leisure and Recreation Market: Market Review, UK: key note Ltd
Jane Dunford (2005), Family values.. The Choice of Travel Professionals (Reed), Travel Weekly:7/29/2005 Issue 1780
Milan Srejber and Terrance Valeski (2001), WINNERS & LOSERS. Prague Business Journal, 12/17/2001, Vol. 6 Issue 50
Nancy Darling, Linda L. Caldwell and Robert Smith (2005), Participation in School-Based Extracurricular Activities and Adolescent Adjustment. Journal of Leisure Research, 2005 1st Quarter, Vol. 37 Issue 1, p51-76
Tina Milton (2002), Fitness firms unveil sale strategies. Leisure & Hospitality Business, 8/22/2002
Tood A. Ryska and Zenong Yin (2005), Testing the Buffering Hypothesis: Perceptions of Coach Support and Pre-Competitive Anxiety Among Male and Female High School Athletes. Current Psychology, Winter99/2000, Vol. 18 Issue 4
Van B. Scott Jr , Kamee B. Stiles, David B. Raines and Andrew W. Koth (2005), Mood, Rumination, and Mood Awareness in the Athletic Performance of Collegiate Tennis Players. North American Journal of Psychology, 2002, Vol. 4 Issue 3, p457-468
Tags: development, leisure industry, sportswear, tennis, tournaments, UK, Wimbledon
