A MOTIVATION-BASED TYPOLOGY OF TRIATHLETES

作者：Myburgh Esmarie; Kruger Martinette^*; Saayman Melville

来源：South African Journal for Research in Sport, Physical Education and Recreation, 2014, 36(3): 117-134.

• Triathlons
• Market segmentation
• Factor analysis
• Clustering
• Motivation
• Sport tourism
• Ironman South Africa

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.

• 出版日期2014
• 单位西北大学