How Do the Internal Variables of the Sport Konsumer Affect the Marketing of ports Events; Case Study Triathlon in the UK (original) (raw)
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2008
Triathlons and their events are in a new era in the consumption of sport. Because of this increased funding more professionals are needed to understand what attracts sports consumers to what is seen as a gruelling but enjoyable multi sports event. For affective marketing and event management, practioners need to understand more and more what decisions are made when the sports consumer makes a choice for a particular sports event. This study is focused at the National Governing Body for the sport of Triathlon in the United Kingdom and also the Regional/ local event managers and marketers. Drawing upon marketing and consumer behaviour literature, the primary aim of this research was to investigate from the consumer perspective how their internal variables during the decision making process of consumer behaviour affects the selection of sports event, namely triathlon. To establish this information, data was drawn upon previous participants of a triathlon event, then a further investigation into what decisions were made from triathlon consumer's perspective when selecting an event. A self administered piloted questionnaire was done in January (2005) with twelve active local triathletes. A further 60 were then posted and electronically mailed to previous participants of a Triathlon event 2005 at the end of January (2005). The consumer's abilities ranged from the recreational participant through to the elite athlete and the questionnaire contained eighteen questions incorporating a variety of ordinal and nominal questions as well as likert scale questions. The questionnaires were both returned electronically and by post. The response rate was fairly high at 92% (n=55), respondents represented the sample frame representing a cross section of gender, age and abilities. The quantitative data was analysed via SPSS 13.0 which is a statistical package. This revealed a variety of statistical results of approximately twenty with statistical findings (P<0.05).). Event selection was made from athletes' experiences from internal factors of what they held in memory to what they wished to achieve in the sport. Interestingly enough, all the respondents came from one of the three disciplines in the sport.
2008
Triathlons and their events are in a new era in the consumption of sport. Because of this increased funding more professionals are needed to understand what attracts sports consumers to what is seen as a gruelling but enjoyable multi sports event. For affective marketing and event management, practioners need to understand more and more what decisions are made when the sports consumer makes a choice for a particular sports event. This study is focused at the National Governing Body for the sport of Triathlon in the United Kingdom and also the Regional / local event managers and marketers. Drawing upon marketing and consumer behaviour literature, the primary aim of this research was to investigate from the consumer perspective how their internal variables during the decision making process of consumer behaviour affects the selection of sports event, namely triathlon. To establish this information, data was drawn upon previous participants of a triathlon event, then a further investig...
Frontiers in Psychology, 2020
The present study is intended to analyze the effect of global quality, perceived value, general satisfaction, and emotions on future behavior patterns among participants in the European Duathlon Championship. In this sense, a questionnaire was administered (n = 210), composed of four sections: essential demographic and profiling variables, perceived quality, overall quality, and emotions. Consequently, a relational model was designed to be examined by means of structural equation modeling (SEM) and fuzzy set qualitative comparative analysis (fsQCA). Results reveal that global quality and general satisfaction are key dimensions for determining future behaviors of participants, but not so the perceived value. Moreover, up to three combinations of these dimensions together with emotions -pleasure and arousal- emerged as enough for depicting future intentions to a great extent. In this line, a remarkably sufficient combination consists of global quality, general satisfaction, pleasure, ...
A MOTIVATION-BASED TYPOLOGY OF TRIATHLETES
Ironman South Africa is the only Ironman on the African continent which takes place every April in Nelson Mandela Bay (Eastern Cape Province), with nearly 2 000 athletes participating. The purpose of this research was to use reasons for participation (motivation) to identify different market segments of triathletes participating in Ironman South Africa. A survey was conducted during registration of the event in 2013 and a total of 425 questionnaires were administered. A factor analysis found that triathletes were motivated by seven motivational factors including: challenge; inner vie; health and fitness; intrinsic achievement and control; event novelty; group affiliation and socialisation; and, lastly, respect and risk. Based on these motives, three distinct clusters of triathlon participants were identified: Devotees; Enthusiasts; and Aspirationals. Although these participants have different motives, there are only significant differences in age and no other socio-demographic characteristics. This research narrowed the gap in current research related to triathlons and triathletes in the country, which is currently non-existent. The results show distinct segments of different athletes that can aid organisers and destinations to create products and services that complement the participants' motives. This can ultimately lead to a more competitive and sustainable event.
Conceptualizing triathlon sport event travelers’ behavior
2019
This paper analyzes the relationships between self-congruity, functional congruity, satisfaction, sport event involvement and behavioral intentions of triathlon sport travellers. The moderating effect of different training experiences is assessed in allowing these relations. 885 data were collected among triathletes participating to international triathlon competitions. A theoretical model has been developed and tested using Structural Equation Modelling (SEM). The majority of hypotheses are empirically confirmed. Regarding the moderation hypothesis, a multi-group SEM has been estimated (considering high-intensity and low-intensity sport training as moderators). Some differences between the two groups are highlighted, remarking the need to develop differential marketing strategies in active sport tourism.
Triathlon as a form of sports consumption: Motives for participation
Turyzm/Tourism, 2018
This article presents triathlon as a modern form of sports consumption. The theoretical part underlines the importance of triathlon events for the development of tourism and the promotion of health and physical activity, whereas the empirical part presents the results of research carried out at the Środa Wielkopolska Triathlon 2018 event. The socio-demographic profile of the participants of the event (N=109) and their motives for participation were determined. The information contained may be of value for those involved in the development of sport and tourism in smaller towns in Poland.
Sport Consumer Behavior Research: Improving Our Game
Sport consumer behavior (SCB) research continues to grow in both popularity and sophistication. A guiding principle in much of this research has focused on the nature of sport-related experiences and the benefits sport consumers derive from these experiences. This emphasis has generated new knowledge and insights into the needs and wants of sport consumers. Although these efforts have contributed to the field's understanding of SCB, the vast majority of this research has centered on psychological phenomena and the evaluative and affective components of these sport experiences. Approaches to this work have also narrowed, with SCB research predominately relying on cross-sectional studies and attitudinal surveys to collect information. This has resulted in limited findings that seldom account for how various situational or environmental factors might influence attitudinal data patterns at the individual and group level. This special issues seeks to deepen our understanding of SCB by providing seven papers that demonstrate or validate findings using multiple studies or data collections.
This investigation was an assessment of data analysis statistical techniques used in Sport Marketing Quarterly (SMQ) from 1992 to 2004. In 159 quantitative data based articles reviewed, 360 uses of statistical data analysis techniques were identified. The techniques were classified by type of statistical data analysis method as descriptive statistics, parametric statistics, and nonparametric statistics. One half (50.00%) were used as descriptive statistics, 41.94% as parametric statistics, and less than one tenth (8.06%) as nonparametric statistics. Percentages and frequencies were the most frequent descriptive statistics used to answer the research purposes, questions, and/or hypotheses by the researchers of SMQ for this period. One-way ANOVA and regression analysis were the most frequent parametric statistics used and chi-square was the most frequent nonparametric statistic used. The intent of this investigation was to provide undergraduate and graduate students, their instructors, and other scholars with an overview of the most frequently used statistical data analysis techniques used in SMQ during its first 13 years. In addition, this study has provided some insight into the directions of the research conducted in sport marketing studies from a research methodology standpoint. For a new and developing academic area such as sport marketing, it is important for its consumers to know how such an area advances relative to its research methods.
Development and initial validation of Sport Experiences Questionnaire (SEQ)
Journal of Leisure Research, 2019
To understand sport participation, multiple scales existed to examine why people participate. However, no questionnaires have been devised to assess what sport experiences people declare most pleasurable. This study aimed to develop and provide initial validation of a scale measuring adolescent athletes' retrospective reports of pleasure in three modern sports experiences: competition, progress, and risk-taking. The first study examined the validity of a pool of 25-items. The second study examined the factor structure and reliability of a 14-item questionnaire among a sample of adolescent athletes, the measurement invariance across sexes and context of participation and the differential item functioning and possible latent mean differences as a function of age. Results showed initial evidence regarding the reliability and validity of the scale. They showed invariance of the model across sexes, and context of participation. This questionnaire could be used by sports federations and could help the development of sport promotion programs.