Esmarie Myburgh

ABSTRACT The goal of this study was to segment endurance athletes according to their lifestyle adaption. To achieve this goal, an online survey targeting endurance athletes participating in South African events was conducted, with 498 questionnaires being collected. Lifestyle proved to be a favourable segmentation variable as it led to three distinctive market segments, each with specific demographic and lifestyle characteristics, namely the Serious, Opportunistic and Recreational Pursuers. Lifestyle can furthermore exert an influence on travel patterns, spending and participation frequency with all these constructs being directly related to one another. A lifestyle in which sport is the main priority will increase the event participation of different South Africans in the long-term, which would ultimately secure a sustainable endurance event sector. The study also supports the notion that the main aim of events and the government should be fostering a sport-related lifestyle among the youth in South Africa.

ABSTRACT Various studies have been done on the sport commitment of endurance athletes who take part in events, but few have been done from the perspectives of both commitment and tourism. Such a combined approach, drawing on psychology and the social sciences, would benefit not only the endurance event but also the host destination. The Sport Commitment Model, an established model in the sport literature, is insufficient on its own to measure endurance athletes’ commitment. It should be applied in conjunction with other models and theories, such as involvement theory, and should take into account aspects such as lifestyle, event attributes and travel behaviour, whose influence on athletes’ participation specifically in endurance events has yet to be determined. To fill this gap in the sport tourism literature, an online survey aimed at endurance athletes participating in South African events was conducted in 2015. A questionnaire was distributed via South African endurance event websites and endurance sport social media. Data from 498 completed questionnaires showed that lifestyle, event attributes and travel behaviour were related positively to these athletes’ commitment. Structural equation modelling revealed that to encourage commitment, the focus should be on managing lifestyle and travel behaviour. Overall, the high mean values of the commitment factors indicated that endurance athletes are highly committed. Event organisers and marketers could use this commitment in marketing campaigns to ensure loyalty to their particular event, increase on-flow tourism from the event, spread event participation geographically, highlight the lifestyle benefits of endurance sport participation and decrease sport abandonment.

ABSTRACT This research identified cyclists’ main motives for participating in the Cape Town Cycle Tour, and segmented them accordingly. Six distinct motives were identified (in order of importance): commitment and event affiliation, lifestyle, achievement and challenge, escape and socialization, international standing of event, and skill mastery and group affiliation. On the basis of these motives, two distinct national cycling segments and one international segment were identified: Regulars, Devotees, and Beginners. The findings confirm that event cyclists should not be regarded as homogeneous and that the type of sport and the nature of the event significantly influence the type of participant.

Ironman South Africa is the only Ironman on the African continent which takes place every April in Nelson Mandela Bay (Eastern Cape Province), with nearly 2 000 athletes participating. The purpose of this research was to use reasons for participation (motivation) to identify different market segments of triathletes participating in Ironman South Africa. A survey was conducted during registration of the event in 2013 and a total of 425 questionnaires were administered. A factor analysis 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. Although these participants have different motives, there are only significant differences in age and no other socio-demographic chara...

i | P a g e Declaration with regard to independent work I, Esmarie Myburgh, identity number 90070190088084 and student number 21704724, hereby declare that this research submitted to the North West University, for the Master study: Market segmentation of triathletes participating in Ironman South Africa, is my own independent work; and complier with the Code of Academic Integrity, as well as other relevant policies, procedures, rules and regulations of the North West University; and has not been submitted before to any institution by myself or any other person in fulfilment of the requirements for the attainment of any qualification.

Endurance sport participants cannot be regarded as homogenous, and no single marketing effort will satisfy all the individuals' needs. Endurance participants have been segmented based on a variety of bases. The current research moves away from the traditional segmentation bases and implements a novel segmentation base, namely self-identification (how participants classify themselves). An online survey resulted in 498 completed questionnaires from South African endurance sport participants. Self-identification proved to be a useful segmentation base as it revealed five segments (average, recreational, intermediate, hard-core and veteran participants) with specific characteristics and needs. Furthermore, self-identification and their perceived skill level are directly linked to the level of commitment, lifestyle adaption, specific event attributes,and positive travel behaviour. The five segments identified will always be present at any endurance event, and therefore, this research...

Triathlon organisers should focus on segmenting participants according to different age groups. Age was found to be a significant factor in commitment, motivational and loyalty levels in reviewed research material. The purpose of this research is therefore to categorise triathletes participating in the only Ironman event held on the African continent, the Ironman South Africa, based on their age. Ironman South Africa will resultantly gain continued participation from different age groups of triathletes and sustain the event in a competitive sport tourism industry. Self-administered questionnaires were distributed during the 2013 registration for Spec-Savers Ironman South Africa where 425 questionnaires were administered. Respondents were divided into four age categories and labelled according to their level of experience in the sport: <= 30 years (Young triathletes), 31-40 years (Adept triathletes), 41-50 years (Mature triathletes) and 51+ years (Senior triathletes). These four c...

Triathlon organisers and marketers must attempt to achieve a balance between first-time and repeat participants, but should be aware of the attributes that differentiate these participants. This study was carried out to segment participants of the Ironman South Africa event based on the frequency of participation and distinguish between first-time participants and repeat participants via an empirical analysis. Self-administered questionnaires were distributed during Ironman South Africa at the Boardwalk Convention Centre and Spa during the registration period (11 to 13 April 2013). A convenience sample was used to conduct the destination-based survey. Fieldworkers collected a total of 425 questionnaires and the analyses comprised two different stages: a factor analysis, and an analysis of differences based on the number of years participants at Ironman South Africa have previously participated in the event. The results showed significant differences between first-time and repeat tri...

Ironman South Africa is the only Ironman on the African continent which takes place every April in Nelson Mandela Bay (Eastern Cape Province), with nearly 2 000 athletes participating. The purpose of this research was to use reasons for participation (motivation) to identify different market segments of triathletes participating in Ironman South Africa. A survey was conducted during registration of the event in 2013 and a total of 425 questionnaires were administered. A factor analysis 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. Although these participants have different motives, there are only significant differences in age and no other socio-demographic chara...

Triathlon organisers should focus on segmenting participants according to different age groups. Age was found to be a significant factor in commitment, motivational and loyalty levels in reviewed research material. The purpose of this research is therefore to categorise triathletes participating in the only Ironman event held on the African continent, the Ironman South Africa, based on their age. Ironman South Africa will resultantly gain continued participation from different age groups of triathletes and sustain the event in a competitive sport tourism industry. Self-administered questionnaires were distributed during the 2013 registration for Spec-Savers Ironman South Africa where 425 questionnaires were administered. Respondents were divided into four age categories and labelled according to their level of experience in the sport: <= 30 years (Young triathletes), 31-40 years (Adept triathletes), 41-50 years (Mature triathletes) and 51+ years (Senior triathletes). These four c...

Ironman South Africa is one of the world’s most gruelling one-day endurance events that require athletes to complete a 3.8km sea swim, followed by a 180km cycle and finishing with a 42.2km run. All of these items should be completed in less than 17 hours. Ironman South Africa is the only Ironman event on the African continent and takes place every April in Nelson Mandela Bay (Eastern Cape Province) with nearly 2 000 athletes participating. Although triathlons such as Ironman are popular events and draw large numbers of participants, there is still little research about the participants themselves, how to attract different market segments of participants and to retain these participants. With this in mind, reasons for visiting or participation prove to be an excellent method of segmentation and hence the purpose of this research is to use reasons for participation (motivation) to identify different market segments of triathletes participating in Ironman South Africa. To achieve this ...

Various studies have been done on the sport commitment of endurance athletes who take part in events, but few have been done from the perspectives of both commitment and tourism. Such a combined approach, drawing on psychology and the social sciences, would benefit not only the endurance event but also the host destination. The Sport Commitment Model, an established model in the sport literature, is insufficient on its own to measure endurance athletes’ commitment. It should be applied in conjunction with other models and theories, such as involvement theory, and should take into account aspects such as lifestyle, event attributes and travel behaviour, whose influence on athletes’ participation specifically in endurance events has yet to be determined. To fill this gap in the sport tourism literature, an online survey aimed at endurance athletes participating in South African events was conducted in 2015. A questionnaire was distributed via South African endurance event websites and endurance sport social media. Data from 498 completed questionnaires showed that lifestyle, event attributes and travel behaviour were related positively to these athletes’ commitment. Structural equation modelling revealed that to encourage commitment, the focus should be on managing lifestyle and travel behaviour. Overall, the high mean values of the commitment factors indicated that endurance athletes are highly committed. Event organisers and marketers could use this commitment in marketing campaigns to ensure loyalty to their particular event, increase on-flow tourism from the event, spread event participation geographically, highlight the lifestyle benefits of endurance sport participation and decrease sport abandonment.

The goal of this study was to segment endurance athletes according to their lifestyle adaption. To achieve this goal, an online survey targeting endurance athletes participating in South African events was conducted, with 498 questionnaires being collected. Lifestyle proved to be a favourable segmentation variable as it led to three distinctive market segments, each with specific demographic and lifestyle characteristics, namely the Serious, Opportunistic and Recreational Pursuers. Lifestyle can furthermore exert an influence on travel patterns, spending and participation frequency with all these constructs being directly related to one another. A lifestyle in which sport is the main priority will increase the event participation of different South Africans in the long-term, which would ultimately secure a sustainable endurance event sector. The study also supports the notion that the main aim of events and the government should be fostering a sport-related lifestyle among the youth in South Africa.

This research identified cyclists’ main motives for participating in the Cape Town Cycle
Tour, and segmented them accordingly. Six distinct motives were identified (in order of importance):
commitment and event affiliation, lifestyle, achievement and challenge, escape and socialization, international
standing of event, and skill mastery and group affiliation. On the basis of these motives, two
distinct national cycling segments and one international segment were identified: Regulars, Devotees,
and Beginners. The findings confirm that event cyclists should not be regarded as homogeneous and that
the type of sport and the nature of the event significantly influence the type of participant.

Ironman South Africa is the only Ironman on the African continent which takes place every April in Nelson Mandela Bay (Eastern Cape Province), with nearly 2 000 athletes participating. The purpose of this research was to use reasons for participation (motivation) to identify different market segments of triathletes participating in Ironman South Africa. A survey was conducted during registration of the event in 2013 and a total of 425 questionnaires were administered. A factor analysis 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. Although these participants have different motives, there are only significant differences in age and no other socio-demographic characteristics. This research narrowed the gap in current research related to triathlons and triathletes in the country, which is currently non-existent. The results show distinct segments of different athletes that can aid organisers and destinations to create products and services that complement the participants' motives. This can ultimately lead to a more competitive and sustainable event.

Triathlon organisers and marketers must attempt to achieve a balance between first-time and repeat participants, but should be aware of the attributes that differentiate these participants. This study was carried out to segment participants of the Ironman South Africa event based on the frequency of participation and distinguish between first-time participants and repeat participants via an empirical analysis. Self-administered questionnaires were distributed during Ironman South Africa at the Boardwalk Convention Centre and Spa during the registration period (11 to 13 April 2013). A convenience sample was used to conduct the destination-based survey. Fieldworkers collected a total of 425 questionnaires and the analyses comprised two different stages: a factor analysis, and an analysis of differences based on the number of years participants at Ironman South Africa have previously participated in the event. The results showed significant differences between first-time and repeat triathletes competing in Ironman South Africa based on their demographic profile, behaviour and motives to participate. The key contributions of this research were: First, differentiation based on frequency of participation was found to be a useful segmentation tool. Second, the results revealed distinct attributes that have not previously been identified in previous research, especially with regard to the motives and behavioural patterns of participants. Third, four distinct clusters namely, the Bronze, Silver, Gold and Platinum segments were identified. Fourth, loyalty programme and cards was successfully applied for the first time as a retention tool for endurance sport participants. Fifth, this study also challenged existing sport theory. Lastly, the research contributes to existing sport literature, seeing that this is orginal research done in South Africa regarding triathlons and understanding the distinct characteristics of triathletes. These contributions emphasise that understanding endurance sport participants, in this case triathletes, will help to expand the sport in South Africa and contribute to making the country a premier endurance sport destination.

Triathlon organisers should focus on segmenting participants according to different age groups. Age was found to be a significant factor in commitment, motivational and loyalty levels in reviewed research material. The purpose of this research is therefore to categorise triathletes participating in the only Ironman event held on the African continent, the Ironman South Africa, based on their age. Ironman South Africa will resultantly gain continued participation from different age groups of triathletes and sustain the event in a competitive sport tourism industry. Self-administered questionnaires were distributed during the 2013 registration for Spec-Savers Ironman South Africa where 425 questionnaires were administered. Respondents were divided into four age categories and labelled according to their level of experience in the sport: <= 30 years (Young triathletes), 31-40 years (Adept triathletes), 41-50 years (Mature triathletes) and 51+ years (Senior triathletes). These four clusters differ significantly statistically and practically, in terms of their spending behaviour, their sport participation behaviour and their motives for competing. The results showed that age, as a segmentation variable, is a successful way to categorise triathletes, as different age groups typify distinctive segments, each with different sport and spending behaviour and participation motives. In addition to sustaining Ironman South Africa, these findings can be used to expand the event in the future as well as the sport in general.

Endurance sport events form an important part of the sport tourism industry. Since these events act as a catalyst for tourism, it ensures economic benefits for the host destination and is more sustainable in the long-term. Endurance participants all share similar characteristics such as the will to excel, competitive nature, high levels of involvement, strong identification with the sport, willingness to adapt their lifestyle, perseverance, and determination. It can reasonably be anticipated that commitment forms the foundation of these athletes’ participation in sport. However, the commitment of endurance athletes is complex to measure, and therefore the previous literature has shown that to fully understand their commitment one should review other methods, apart from the well-known Sport Commitment Model (SCM), to comprehensively measure sport commitment. Although commitment has been measured from different perspectives, which has led to different models and theories, it has not been measured in a South African sport tourism perspective and has not included variables such as lifestyle, event attributes and travel behaviour. The aim of this study was therefore to develop a commitment framework for endurance sport tourism in South Africa. To achieve this aim, this study utilised an online survey targeting endurance athletes participating in South African events. The online survey was conducted from March to November 2015 where 498 questionnaires were collected. Furthermore, the aim of the study was realised by executing several objectives. The first five objectives were all achieved through literature reviews. The first objective was to analyse sport tourism by focusing on key stakeholders within the sport tourism industry and highlighting the importance of hosting sport events. The second objective was to examine the distinct characteristics of endurance sport events and athletes within a sport tourism context. Objective three entailed a critical analyses of the SCM, related theories and the complexity of sport commitment in an endurance sport context. The fourth objective was to analyse the current state of endurance sport tourism and events in South Africa. The fifth objective was to explore the methodological considerations applied in the study as well as to design a research framework for the study. The study’s sixth objective and its four sub-objectives focused on the results from the survey which were used for the descriptive and multivariate analyses. The last objective was to draw conclusions, make recommendations concerning the results of the study, and to propose a commitment framework for sport tourism in South Africa.The data from the results was analysed through SPSS software (SPSS version 23). Furthermore, AMOS, which is an added SPSS module, was used for the Structural Equation Modeling (SEM) as well as mediation modelling. The results from the descriptive statistics revealed a detailed profile of endurance sport participants of various endurance events and disciplines in the country. Exploratory factor analyses determined the commitment, lifestyle, event attributes and travel behaviour factors of endurance athletes. The t-tests and ANOVAs revealed the specific determinants that either increased or decreased the commitment of endurance athletes. The first set of determinants were the internal influences which included socio-demographics, sport and event preferences, participation frequency as well as travel behaviour. The other three determinants were the behavioural factors and included lifestyle; event attributes, and travel behaviour. Each of these seven determinants had specific variables that had an effect on endurance athletes’ commitment. SEMs determined which factors had the strongest unique relation to sport commitment. The SEM models showed that to increase the commitment of endurance participants, one should focus on travel behaviour and lifestyle. Additionally, mediation models revealed travel behaviour and lifestyle are both mediators for the relationship between event attributes and commitment.
This study has various contributions that are invaluable to sport tourism researchers, sport event organisers, sport destination managers, and sport governing bodies. This research firstly fills the gap in the endurance sport literature by proposing a commitment framework that considers various aspects within a South African sport context, but other developing countries can also implement this framework. The framework is ideal for researchers to better understand the complex nature of commitment among endurance sport participants. This research contributes to the sports tourism literature by giving results focusing on specifically endurance athletes and their sport commitment. This is also the first study to conduct a nationwide survey among endurance athletes in South Africa. In addition, the research fills the gap in the literature and provides insights on how commitment can be used to progress sport tourism.
From a methodological point of view, the measuring instrument applied in this research fills the gap in the current sport literature by integrating additional socio-demographic, behavioural, lifestyle or travel-related factors that may also play a role in athletes’ commitment. Furthermore, the commitment to a particular event is also taken into account. This study lastly proposes a practical framework to foster sport commitment not only among participants but also amidst the greater population. This framework can be applied to all sporting types and disciplines and presents a comprehensive guideline to sport governing bodies, event organisers and sport destinations to help cultivate commitment among sport participants (individual and team-based) as well as supporters and spectators of sport. This framework can ultimately be used to foster a love for the sport (commitment) among the broader public. Then, in addition, through commitment sport is made more accessible to every citizen irrespective of geographic location, gender, age, race and political background. Moreover, the framework provides guidelines to South African Tourism on how to use the sports events hosted in South Africa in the marketing and branding campaigns of the country as these are aspects that can give South Africa a competitive advantage.

A 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 the 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.