Affiliation:
1. TREES (Tourism Research in Economics, Environs and Society), North-West University, Potchefstroom, South Afri
Abstract
Endurance sport participants cannot be regarded as homogenous, and no single marketing effort will satisfy all the individuals' needs. Endurance participants have been segmented based on a variety of bases. The current research moves away from the traditional segmentation bases and
implements a novel segmentation base, namely self-identification (how participants classify themselves). An online survey resulted in 498 completed questionnaires from South African endurance sport participants. Self-identification proved to be a useful segmentation base as it revealed five
segments (average, recreational, intermediate, hard-core, and veteran participants) with specific characteristics and needs. Furthermore, self-identification and their perceived skill level are directly linked to the level of commitment, lifestyle adaption, specific event attributes.
The five segments identified will always be present at any endurance event, and therefore, this research helps event managers determine the appropriate outlets and messages to market their events.
Subject
Marketing,Tourism, Leisure and Hospitality Management,Business and International Management
Cited by
1 articles.
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