Motivations to Run among Singles in Management of Sporting Events

Abstract

The purpose of the chapter is to identify the motives for running (participating in the marathon) among singles and to identify differences in relation to runners in a formal/informal partnership. Using the Motivations of Marathoners Scale (MOMS) questionnaire, a diagnostic survey was conducted among 493 participants of (20th) PKO Poznan Marathon. In the first stage, the motives for running among singles were identified and whether there were statistically significant differences compared to the motives declared by nonsingles (56 motives were analyzed according to the MOMS scale). In the second stage, the differences for nine groups of motives indicated in the MOMS questionnaire were checked, i.e., health orientation, weight concern, personal goal achievement, competition, recognition, affiliation, psychological coping, life meaning, and self-esteem. Statistically significant differences were noted with 2 of the 56 MOMS motives: “to add a sense of meaning to life” and “to stay physically attractive.” The findings about motivations to run among singles can be used in developing more effective marketing strategies in the marathon and sporting events industries.

Citation

Malchrowicz-Mośko, E. and Lubowiecki-Vikuk, A. (2020), "Motivations to Run among Singles in Management of Sporting Events", Sport Entrepreneurship, Emerald Publishing Limited, Leeds, pp. 121-133. https://doi.org/10.1108/978-1-83982-836-220201018