Motivation, Satisfaction, and Behavioral Intentions: Segmenting Youth Participants at the Interamnia World Cup 2012, pp. 148-160

Girish Prayag
Elsa Grivel

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.