Motivation, Satisfaction, and Behavioral Intentions: Segmenting Youth Participants at the Interamnia World Cup 2012, pp. 148-160
The present study is aimed at segmenting participants’ motivation for attending the Interamnia World Cup (IWC) in 2012 and identifying whether motivational profiles differ by demographics and post-consumption behaviors. The IWC is an annual event hosted by the city of Teramo-Italy and is aimed at young participants interested in the sport of handball. Based on a sample of international sport tourists (n = 242), the study uncovers four clusters of participants (Indifferent, Enthusiast, Socializer, and Competitive). The results confirm that the youth segment of sport tourists is not homogeneous on motives to attend a sporting event. The four identified segments differ by socio-demographics, overall satisfaction, revisit, and recommend intentions. Implications for attracting participants to IWC and marketing of youth sporting events in general are suggested.