RV and Camping Shows: A Motivation-Based Market Segmentation

Abstract

Consumer shows are widely used throughout the world by recreational organizations. Although their use is rampant, little empirical research has been completed to understand the motivations of visitors they attract. The main purpose of this study was to identify different segments of visitors attending RV and camping shows based on the underlying dimensions of their motivations. A total of 411 attendees to four RV and camping shows conducted in Michigan during 2005 were surveyed. Factor analysis performed on the motivations for attendance showed five underlying dimensions for show attendance while subsequent k-means cluster analysis distinguished five segments of visitors. Chi-square and ANOVA tests revealed that these market segments are significantly different regarding their purchase cycle stage, product usage, and show behavior. Recognition of different types of show customers have important marketing implications, especially regarding customer retention and market development, which this article discusses.