Abstract
Abstract Participation and interest in disability sport has grown tremendously, resulting in expansion of the responsibilities of promoters of adaptive sport. Prior research has provided insight regarding consumers of disabled sport, although one factor, spectators’ relationship to disability, offers great potential for use of market segmentation practices. This research, conducted at a national wheelchair basketball event, examined differences in motivation between spectators with and without relationships to disability and between those who did or did not identify themselves as having a disability. The results of this research indicate differences in motivating factors among the groups, supporting practitioner use of market segmentation. Keywords: consumer behavior, disability sport marketing, relationship to disability
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