Road cycling event preferences for racing cyclists

Abstract

Despite persistent levels of participation in cycling, little research has been undertaken in the context of competitive cycling event management and marketing. This study explored participant preferences using conjoint measurement and plausible market segmentations. Results of the survey conducted at three southeastern US cycling events (N=199) suggest that travel distance has primacy across nearly all segment groups and differences in recreational specialisation in cycling are reflected among other preferred event attributes.

Citation

Larson, D.J. and Won, D. (2012), "Road cycling event preferences for racing cyclists", International Journal of Sports Marketing and Sponsorship, Vol. 13 No. 2, pp. 27-42. https://doi.org/10.1108/IJSMS-13-02-2012-B004