Virtual running events (VREs) have emerged as participatory events and are projected to be a legitimate future segment in the sport event industry. This paper considers the most suitable market segment(s) with future intentions to partake in VREs. A Chi-Squared Automatic Interaction Detector (CHAID) algorithm, scarcely used to segment sport consumer markets, was applied based on various motivational factors that may drive VRE participation. Data were collected from 1,017 individuals who had participated in a VRE. Ten distinct market segments with varying intentions to partake in VREs were...Read more
