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dc.contributor.advisorKruger, Martinette
dc.contributor.advisorSaayman, Melville
dc.contributor.authorMyburgh, Esmarie
dc.date.accessioned2014-10-20T09:36:38Z
dc.date.available2014-10-20T09:36:38Z
dc.date.issued2014
dc.identifier.urihttp://hdl.handle.net/10394/11907
dc.descriptionMCom (Tourism Management), North-West University, Potchefstroom Campus, 2014en_US
dc.description.abstractA triathlon can be described as the combination of the three athletic competencies swimming, cycling and running where each of the items is performed in a specific order and vary in distance. A triathlon is a very select sport that only attracts specific participants, seeing that constant training is necessary in order to improve fitness and skill in the three different disciplines. Being a triathlete involves a substantial amount of physical and psychological stress over several hours of continuous activity. Therefore the key aspects that drive this study are the following: * The uniqueness of triathlons and triathletes makes it important to research certain aspects such as: Who these participants are? Why they participate in triathlons? And why do they return to the event each year? * Currently most triathlon research is done in countries such as United States of America, Australia, Germany and Japan. There are also numerous studies done on triathletes, although most of these studies focus on physiological and medical aspects of these athletes. * To the best of the author’s knowledge no other study in South Africa has focused on profiling triathletes and gaining knowledge on what differentiates these participants from other endurance sport athletes. * As there is currently a deficiency of information regarding triathletes in South Africa it becomes imperative to research this market through market segmentation. With the latter in mind, the main purpose of this study was to apply market segmentation on triathletes that participate in Ironman South Africa, the only full-length Ironman held on the African continent. In order to achieve this goal a destination-based survey took place during the registration process of participants at The Boardwalk Convention Centre and Spa in Port Elizabeth. A total of 425 completed questionnaires were used in the study. An in-depth literature study was also done to review different aspects of triathlons and triathletes, including the unique nature of the sport and participants as well as analysing previous literature concerning the characteristics of triathletes. Literature also explored market segmentation and the different variables used to segment triathletes and other endurance sport athletes. From literature it became clear that motives to participate and frequency of participation could be useful in segmenting sport participants. These two variables were applied to Ironman South Africa in two separate articles. In Article 1 motives to participate was applied as a market segmentation variable. It was found that triathletes were motivated by seven motivational factors including: Challenge, Inner vie, Health and fitness, Intrinsic achievement and control, Event novelty, Group affiliation and socialisation and lastly, Respect and risk. Based on these motives three distinct clusters of triathlon participants were identified: Devotees, Enthusiasts and Aspirationals. The participants in each cluster showed statistical significant differences with regard to their motives, while age was the only variable with significant socio-demographic differences between the clusters. In Article 2, frequency of participation was used to segment Ironman South Africa participants. Significant differences were found between first time and repeat participants based on the variables: demographic, behaviour and motives to participate. Four segments were identified at Ironman South Africa based on the number of times they have previously participated in the event. The frequent flyer concept was applied which resulted in the dividing of the four participant segments into different loyalty segments. The segments were the Bronze, Silver, Gold and Platinum segment. Three marketing strategies were developed, firstly for the Bronze and Silver segments (these two segments shared similar characteristics), secondly for the Gold and Platinum segments also sharing corresponding characteristics and lastly, a marketing strategy to expand triathlons in South Africa. The information obtained from the two market segmentation variables led to an array of recommendations to attract and retain participants to Ironman South Africa events. Also recommendations focus on how to expand triathlon events in South Africa. Significant contributions were made to literature regarding the profile of the Ironman South Africa participants and how these triathletes compare to other endurance sport athlete.en_US
dc.language.isoenen_US
dc.subjectTriathlonsen_US
dc.subjectIronman South Africaen_US
dc.subjectMarket segmentationen_US
dc.subjectMotives to participate and frequency of participationen_US
dc.subjectDriekampen_US
dc.subjectYsterman Suid-Afrikaen_US
dc.subjectMarksegmenteringen_US
dc.subjectMotiewe tot deelnameen_US
dc.subjectAantal deelnameen_US
dc.titleMarket segmentation of triathletes participating in Ironman South Africaen
dc.typeThesisen_US
dc.description.thesistypeMastersen_US
dc.contributor.researchID13018493 - Kruger, Martinette (Supervisor)
dc.contributor.researchID10201424 - Saayman, Melville (Supervisor)


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