In the crowded sport event market, differentiation strategy is key to the survival of event organizers. One way to differentiate an event is by adding a charity component. To understand how events attract athletes, this study compared the motives of athletes to participate in cause-related or non-cause-related sport events. Using the Motivations of Marathoners Scales (MOMS), participants rated motivations to attend either cause-related sport events or non-cause-related sport events. The five motivations important for all participants were General Health Orientation, Personal Goal...Read more
