When sport becomes a way of life – a lifestyle market segmentation approach

Myburgh, Esmarie; Kruger, Martinette; Saayman, Melville

doi:10.1080/23750472.2019.1590156

Cited by 6 publications

(2 citation statements)

References 56 publications

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“…However, in addition to the economic aspect, the events are also a source related to other impacts, such as the social impact of the residents in the host city [3,4]. If we look at the scientific literature, the study of user segmentation in the field of sport is a topic that is gaining ground [5][6][7][8]. This is due, as mentioned above, to the fact that the market has been changing, having a wide range of products adapted to many customer profiles, so that marketing is no longer only oriented to one target but also specializes in reaching the person buyer [9].…”

Section: Introductionmentioning

confidence: 99%

Segmentation of Participants in a Sports Event Using Cluster Analysis

et al. 2020

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The aim of this study is to analyze the segmentation of participants in a sports event according to their perceived quality, perceived value, satisfaction, and future intentions, in order to better understand how each user profile behaves. The sample was made up of 195 participants of a marathon aged between 18 and 65 and the instrument for collecting information consisted of a questionnaire structured in four blocks referring to their participation in popular races, their sports habits, and their opinions according to the aforementioned variables. Using SPSS version 25, frequencies and percentages were analyzed to find out respondents’ opinions. Subsequently, a cluster analysis was carried out to obtain information on how the clusters created from the variables under study aforementioned are distributed. The results of the hierarchical cluster analysis allow us to conclude that there are two differentiated groups of participants that have been called Non-Conformists and Conformists, characterized by having low average ratings and high ratings, respectively. These groups show significant differences in their opinion about perceived quality, perceived value, satisfaction, and future intentions, providing useful information to organizers, to better understand their opinions, better manage events, and better handle variables that are key to business success.

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Section: Introductionmentioning

confidence: 99%

Segmentation of Participants in a Sports Event Using Cluster Analysis

et al. 2020

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“…In the case of sports services of which nature is intangible, the market segmentation is essential [14][15][16]. Several studies [17][18][19] suggest that the way to achieve the satisfaction of users of sports services may be different depending on the segment or profile in question.…”

Section: Introductionmentioning

confidence: 99%

Characterization of Profiles as Management Strategies Based on the Importance and Valuation That Users Give to the Elements of the Golf Courses

et al. 2020

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The main objective of this study was to characterize golfers’ profiles based on the importance and valuation that users give to the elements of golf courses, considering the segmentation as key to making strategic decisions. This was done using a priori segmentation of the traditional style against a post hoc segmentation based on the importance that users concede to variability of elements of golf courses. Moreover, the relationship between the quality attributed to the service dimensions and the golf course global performance was examined for each of the obtained segments. The results have established certain specific characteristics of the typical golf user and two large segments of golfers were identified from Cluster Analysis (Competitives and Socials), they were made up of the following subgroups: Regular-leisure and business and matures-familiar. The causal analysis of covariance structures for each segment revealed partially different interests. This study provides useful information for managers to design management strategies that address the different characteristics, interests, and priorities of their customers and potential customers in order to win them, keep them, satisfy them, and build their loyalty, ensuring the development and sustainability of the entity.

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Beyond a tug-of-war: Motivation-based segmentation of visitors to a national arts festival

Viljoen

2023

Journal of Convention & Event Tourism

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When sport becomes a way of life – a lifestyle market segmentation approach

Cited by 6 publications

References 56 publications

Segmentation of Participants in a Sports Event Using Cluster Analysis

Segmentation of Participants in a Sports Event Using Cluster Analysis

Characterization of Profiles as Management Strategies Based on the Importance and Valuation That Users Give to the Elements of the Golf Courses

Beyond a tug-of-war: Motivation-based segmentation of visitors to a national arts festival

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