Motivation, satisfaction, and behavioral intentions : segmenting youth participants at the Interamnia World Cup 2012

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Bibliographic Details
Title translated into German:Motivation, Zufriedenheit und Verhaltensabsichten : die Segmentierung der jugendlichen Teilnehmer am Interamnia World Cup 2012
Author:Prayag, Girish; Grivel, Elsa
Published in:Sport marketing quarterly
Published:23 (2014), 3 (Marketing sport event tourism), S. 148-160, Lit.
Format: Publications (Database SPOLIT)
Publication Type: Journal article
Media type: Print resource
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Identification number:PU201502001631

Author's abstract

The present study is aimed at segmenting participants’ motivation for attending the Interamnia World Cup (IWC) in 2012 and identifying whether motivational profiles differ by demographics and post-consumption behaviors. The IWC is an annual event hosted by the city of Teramo-Italy and is aimed at young participants interested in the sport of handball. Based on a sample of international sport tourists (n = 242), the study uncovers four clusters of participants (Indifferent, Enthusiast, Socializer, and Competitive). The results confirm that the youth segment of sport tourists is not homogeneous on motives to attend a sporting event. The four identified segments differ by socio-demographics, overall satisfaction, revisit, and recommend intentions. Implications for attracting participants to IWC and marketing of youth sporting events in general are suggested. Verf.-Referat