To explore or race? Examining endurance athletes’ destination event choices

Destinations often seek to attract big sporting events with the assumption these event participants will engage in additional tourism opportunities. Potential destination attributes were explored with endurance athletes—specifically runners, triathletes, and cyclists—to determine how their interests and intent to travel to destination races are piqued. Seven elements were examined using conjoint analysis: trip price, nightlife, typical group tours, unguided tours, destination location, shopping, and entertainment. Cluster analysis identified three segments: partiers, explores, and escapists. All groups were found to be highly price sensitive; however, differences between the groups were present.