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Sports Tourism Marketing
Abstract
Research dealing with the motives of sports tourists from a marketer's perspective remains underdeveloped. This chapter describes the phenomenon of sports tourism and aspires to examine with an empirical study the motives of winter and summer sports tourists. The first sample (n=339) was comprised of active as well as passive summer sports tourists. The second sample (n=477) only focused on active participants being winter sports tourists. Both samples were sharing a particular profile of consumers: The respondents were predominantly male, medium-aged, well-educated, and affluent. Cluster analysis based on the items of involvement and strengths of motivation revealed the clusters Casual and Committed. The Committed cluster showed a higher level of involvement, whereas sport motivation differed between the two clusters. Implications for marketing are presented.
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