Segmentation of cycling event participants: a two-step cluster method utilizing recreation specialization
Lamont, M & Jenkins, J 2013, 'Segmentation of cycling event participants: a two-step cluster method utilizing recreation specialization', Event Management, vol. 17, no. 4, pp. 391-407.
Published version available from:
Recreation specialization is a widely applied concept for segmenting recreation participants according to their levels of skill and expertise in particular activities; however, few studies have employed this concept as a segmentation variable in event management research. A segmentation method incorporating two-step cluster analysis, underpinned by recreation specialization, is proposed and tested for segmenting attendees at a participatory sporting event. The research used data collected through a survey conducted at the 2010 Audax Alpine Classic, a participatory cycling event held each February (Summer) in Australia's Victorian Alpine region. Participants in this event exhibited high levels of recreation specialization in relation to cycling and could be segmented into two distinct clusters: Intermediate cyclists and Expert cyclists. The two clusters demonstrated statistically significant differences in terms of the distance they chose to ride, their motivations for participating in the event, and their opinions regarding a variety of operational aspects to do with the event. Data indicated that the event catered to a specialized, yet nuanced, participant base. The advantages of employing exploratory segmentation methods through application of the concept of recreation specialization in event management research are discussed.