Motivation-based behaviour and latent class segmentation of cycling tourists

Abstract

This article focuses on the identification of the prime motivations for participation in sporting events, and segmentation by latent class analysis in order to identify the profile of cycling tourists with the aim of exploiting new market niches. To this end, data from a sample of 1281 participants in an annual one-day road race held in the Balearic Islands, Spain, were analysed. The findings confirm that familiarity and prestige-related motivations are the key to differentiating individuals in terms of spending, whereas sensory, physiological and security-related motivations distinguish very clearly the length of stay. Segmentation by latent class analysis reveals differences in the age variable, as cycling tourism is predominantly an activity undertaken by middle-aged and older males.