A Self-Identification Typology of Endurance Sport Participants

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,and positive travel behaviour. 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