PEN Academic Publishing   |  ISSN: 1554-5210

Original article | International Journal of Progressive Education 2019, Vol. 15(3) 169-179

Physically Active Leisure Participants Segmentation: PCM Stage-Based Investigation

Ersin Eskiler

pp. 169 - 179   |  DOI: https://doi.org/10.29329/ijpe.2019.193.12   |  Manu. Number: MANU-1902-04-0003

Published online: June 03, 2019  |   Number of Views: 25  |  Number of Download: 110


Abstract

Recent recreation and sports marketing research demonstrates that involvement can be used as a new segmentation strategy and offers potential opportunities for better understanding of leisure participants. In the current study, the three-step the Psychological Continuum Model (PCM) segmentation procedure was performed for participant segmentation by using physically active leisure involvement profiles. This study consisted of 561 (nmale=321 and nfemale=240) physically active leisure participants and three involvement facets of hedonic value, centrality and symbolic value were conducted to segment participants. Confirmatory factor analysis, the Pearson correlation coefficient and multivariate analysis of variance were used for data analysis. Our findings showed that a significant majority of the participants were allocated to the attraction stage (n = 306, 54.5%) and awareness (n = 106, 18.9%), attachment (n = 104, 18.5%) and allegiance (n = 45, 8%), respectively. Consequently, the segmentation revealed that differences in attitudes from awareness to attraction, attachment and allegiance stages, become strengthened among physically active leisure participants.  Thus, this information can be used to better understand the leisure activity participation habits of students for marketers-practitioners.

Keywords: Campus recreation; Segmentation; PCM stage; Leisure activity


How to Cite this Article?

APA 6th edition
Eskiler, E. (2019). Physically Active Leisure Participants Segmentation: PCM Stage-Based Investigation . International Journal of Progressive Education, 15(3), 169-179. doi: 10.29329/ijpe.2019.193.12

Harvard
Eskiler, E. (2019). Physically Active Leisure Participants Segmentation: PCM Stage-Based Investigation . International Journal of Progressive Education, 15(3), pp. 169-179.

Chicago 16th edition
Eskiler, Ersin (2019). "Physically Active Leisure Participants Segmentation: PCM Stage-Based Investigation ". International Journal of Progressive Education 15 (3):169-179. doi:10.29329/ijpe.2019.193.12.

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