An examination of motives underlying active sport tourist behavior: a market segmentation approach

The purpose of this study was to develop and evaluate a preliminary sport tourism motivation scale (STMS) that detected unique active sport tourist segments according to their social psychological motives for traveling to a destination to compete in sport. Segments' conative loyalty were also analyzed to gain a greater understanding of how underlying motives for sport event tourism influences consumers' behavioral intentions. A convenient sampling approach was used to collect data from 380 athletes participating in the 2014 GoPro Mountain Games in Colorado. In developing the STMS, items derived from previously validated sport and tourism motivation scales were used to reduce and verify a parceled STMS factor structure. Confirmatory Factor Analysis yielded acceptable psychometric properties. Ward's Hierarchical cluster analysis identified three segments: tourism-oriented, sport tourism enthusiasts, and sport-oriented. The sport tourism enthusiasts, who exhibited favorable valuations on each of the nine STMS factors, demonstrated elevated conative loyalty characteristics above those of the other two segments. Additionally, the STMS was able to explain 30% of the variation in consumers' conative loyalty with factors, 'Destination Attributes' and 'Competitive Desire' being the most influential predictors. Overall, the study's findings may better equip event managers with information necessary to tailor event service elements which may enhance customer satisfaction and lead to greater retention.