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Author Kruger, Martinette ♦ Saayman, Melville ♦ Myburgh, Esmarie
Source Directory of Open Access Journals (DOAJ)
Content type Text
Publisher AfricaJournals
File Format PDF
Date Created 2018-06-20
Copyright Year ©2014
Language English
Subject Domain (in LCC) TX901-946.5 ♦ HF5001-6182
Subject Keyword Business ♦ Triathlons ♦ Technology ♦ Commerce ♦ Age-based segmentation ♦ Ironman South Africa ♦ Hospitality industry ♦ Hotels ♦ Etc ♦ Social Sciences ♦ Clubs ♦ Restaurants ♦ Market segmentation ♦ Food service ♦ Home economics
Abstract Triathlon organisers should focus on segmenting participants according to different age groups. Age was found to be a significant factor in commitment, motivational and loyalty levels in reviewed research material. The purpose of this research is therefore to categorise triathletes participating in the only Ironman event held on the African continent, the Ironman South Africa, based on their age. Ironman South Africa will resultantly gain continued participation from different age groups of triathletes and sustain the event in a competitive sport tourism industry. Self-administered questionnaires were distributed during the 2013 registration for Spec-Savers Ironman South Africa where 425 questionnaires were administered. Respondents were divided into four age categories and labelled according to their level of experience in the sport: -= 30 years (Young triathletes), 31-40 years (Adept triathletes), 41-50 years (Mature triathletes) and 51+ years (Senior triathletes). These four clusters differ significantly statistically and practically, in terms of their spending behaviour, their sport participation behaviour and their motives for competing. The results showed that age, as a segmentation variable, is a successful way to categorise triathletes, as different age groups typify distinctive segments, each with different sport and spending behaviour and participation motives. In addition to sustaining Ironman South Africa, these findings can be used to expand the event in the future as well as the sport in general.
ISSN 2223814X
Age Range 18 to 22 years ♦ above 22 year
Educational Use Research
Education Level UG and PG ♦ Career/Technical Study
Learning Resource Type Article
Publisher Date 2014-01-01
e-ISSN 2223814X
Journal African Journal of Hospitality, Tourism and Leisure
Volume Number 3
Issue Number 2

Source: Directory of Open Access Journals (DOAJ)