Viability of nonresident open water swimming event competitors as a target market: a case study

• Autores: D.M. Spencer, Allison P. Adams
• Localización: Event management, ISSN 1525-9951, Vol. 21, No. 4, 2017, págs. 391-402
• Idioma: inglés
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• Resumen

  • No research has been published on the characteristics and behavior patterns of athletes traveling to compete in open water swimming events, despite the growing popularity of such events. This article fills this gap by profiling nonresident competitors in the Waikiki Roughwater Swim, an iconic comunity-based event held annually on the Hawaiian island of Oahu. Data were collected in an intercept survey of swimmers shortly after they finished the race. Nonresident competitors in the event were found to be a viable market segment according to established criteria for such viability. Their significant numbers and high incomes evidenced their potential profitability and their high levels of affiliation with swimming organizations suggested that personal selling to the organizations' leaders and advertising via the organizations' newsletters and websites might be effective channels throughwhich to reach them. In addition, their high levels of education, athletic identity, experienced "flow ," involvement with open water swimming, and importance ascribed to swimming "the famous Waikiki coastlilne" suggested that advertisements directed at them shouls be designed to resonante with well educated, accomplished, and committed athletes, include reminders of the psychological and social benefits of race participation, and explicitly mention the event's unique and attractive geographic and historial setting.