A motivation-based segmentation study of kitesurfers and windsurfers

Lifestyle sports are no longer a niche market and provide a significant business opportunity for suppliers of clothing, equipment and services such as education and tourism. The purpose of this study was to understand the motives of kitesurfers and windsurfers via motive-based segmentation, which, when matched with demographics and behavioural variables, can provide understanding of customers and suggest segment-specific marketing and communication strategies. Researchers conducted an online survey (n = 576) via special interest websites in summer 2012. A cluster analysis based on 14 motives was performed to segment the heterogeneous group. A sports motivation consumption scale was applied to measure the motives. Cluster analysis resulted in three clusters which were labelled casuals, recreational athletes and core participants. Discriminant analysis confirmed the three clusters. Differences in motivational, demographic and behavioural variables were analysed. Participants were found to be highly motivated by fun and stress release to engage in lifestyle sports, but not by competition. The study reveals marketing implications for watersport schools, travel agencies and other providers.