This paper argues that recreation specialisation is a useful means for segmenting participants in participatory cycling events, particularly for event evaluation research. Segmenting event participants according to their level of recreation specialisation may contribute to a more comprehensive insight into attendees’ needs, preferences and satisfaction than segmentation based on elementary demographic variables. In this paper, a two-step clustering method for segmenting attendees at a participatory cycling event according to level of recreation specialisation is tested. The research used data collected from the 2010 Audax Alpine Classic, a participatory cycling event that is an important Summer-time tourism drawcard for Victoria’s Alpine region. Results indicated that although participants in this event generally exhibited high levels of recreation specialisation in relation to cycling, this population could be segmented into two distinct clusters: ‘intermediate’ and ‘expert’. Management implications are discussed along with suggestions for future research.
Conference proceeding
Splitting the peleton: segmenting attendees at a participatory cycling event using recreational specialisation
CAUTHE 2011 National Conference : tourism ; creating a brilliant blend
CAUTHE 2011 National Conference: Tourism: Creating a Brilliant Blend (Adelaide, South Australia, 08/02/2011 - 11/02/2011)
2011
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Abstract
Details
- Title
- Splitting the peleton: segmenting attendees at a participatory cycling event using recreational specialisation
- Creators
- Matthew James Lamont - Southern Cross UniversityJohn M Jenkins - Southern Cross University
- Publication Details
- CAUTHE 2011 National Conference : tourism ; creating a brilliant blend
- Conference
- CAUTHE 2011 National Conference: Tourism: Creating a Brilliant Blend (Adelaide, South Australia, 08/02/2011 - 11/02/2011)
- Publisher
- School of Management, University of South Australia; Adelaide, South Australia
- Identifiers
- 3932; 991012820429802368
- Academic Unit
- School of Business and Tourism; Faculty of Business, Law and Arts
- Language
- English
- Resource Type
- Conference proceeding