Segmentation Analysis Of Participatory Behaviour In Road Race Events In Taiwan

Abstract

The purpose of this study was to explore a segregation analysis of the participatory behaviour of Taiwans road race participants, and to understand the difference between participants demographic variables and participatory behaviours. The methods integrated existing literature to develop a survey examining the effects of participating behaviour for road race events. Purposive sampling was used to obtain 1,556 valid questionnaires from representatives of 12 road race events in Taiwan. The collected data were analysed with cluster analysis, discriminant analysis and a chi-square test. The results revealed the following: 1) participants could be effectively segmented into the following groups: “Male and High Experience Group” (742/47.7%), “Female and High Experience Group” (551/35.4%), and “Middle and Low Experience Group” (263/16.9%); gender,intention, revisitingbehaviourand satisfaction were the most important segregation variables. 2) The above three groups were analysed by discriminant analysis and91.3% of observations could be correctly classified. 3) There was a significant difference in the results of the cross-analysis and chi-square test on gender, age, educational level, occupation, income and participation rate in the above events. This study has found that gender, intention, revisiting behaviour and satisfaction were the most important segmentation variables for the participants of road race events in Taiwan. The marketing and planning strategies of road race events should primarily focus on gender, event quality and event image. Moreover, they should aim to strengthen the participation experience of the “Middle and Low Experience Group” to enhance their revisiting behaviour and participation intention.