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ERIC Number: EJ1219163
Record Type: Journal
Publication Date: 2019
Pages: 11
Abstractor: As Provided
ISSN: EISSN-1554-5210
Physically Active Leisure Participants Segmentation: PCM Stage-Based Investigation
Eskiler, Ersin
International Journal of Progressive Education, v15 n3 p169-179 2019
Recent recreation and sports marketing research demonstrates that involvement can be used as a new segmentation strategy and offers potential opportunities for better understanding of leisure participants. In the current study, the three-step the Psychological Continuum Model (PCM) segmentation procedure was performed for participant segmentation by using physically active leisure involvement profiles. This study consisted of 561 (n[subscript male]=321 and n[subscript] female=240) physically active leisure participants and three involvement facets of hedonic value, centrality and symbolic value were conducted to segment participants. Confirmatory factor analysis, the Pearson correlation coefficient and multivariate analysis of variance were used for data analysis. Our findings showed that a significant majority of the participants were allocated to the attraction stage (n = 306, 54.5%) and awareness (n = 106, 18.9%), attachment (n = 104, 18.5%) and allegiance (n = 45, 8%), respectively. Consequently, the segmentation revealed that differences in attitudes from awareness to attraction, attachment and allegiance stages, become strengthened among physically active leisure participants. Thus, this information can be used to better understand the leisure activity participation habits of students for marketers-practitioners.
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Turkey