SEGMENTING HORSE RACING GAMBLERS USING THE CONCEPT OF INVOLVEMENT Academic Article

abstract

• 2004 Cognizant Comm. Corp. Horse racing is a popular new tourist attraction and tool for regional development in South Korea. The objectives of the current study were developed to further examine this phenomenon. The first objective was to segment the horse racing gamblers using the concept of involvement. The second was to identify the distinctiveness of involvement clusters (segments) on motivation to a racecourse, behaviors and attitudes toward horse racing gambling, and selected sociodemographic variables. A cluster analysis of data collected from horse racing gamblers produced four distinctive clusters. Differences were revealed between clusters on motivations to visit a racecourse, behaviors and attitudes toward horse race gambling, and sociodemographic variables. Thus, this study confirmed the potential of the concept of involvement as a segmentation tool.

authors

• Petrick, James

published proceedings

• Tourism Analysis

author list (cited authors)

• KIM, S. S., & PETRICK, J. F.

citation count

• 5

complete list of authors

• KIM, SAMUEL SEONGSEOP||PETRICK, JAMES F

publication date

• January 2004

publisher

• Cognizant, LLC  Publisher

published in

• Tourism Analysis  Journal

keywords

• Basic Behavioral And Social Science
• Behavioral And Social Science

Digital Object Identifier (DOI)

• 10.3727/1083542041437567

start page

• 103

end page

• 116

volume

• 9

issue

• 1

URL

• http%3A%2F%2Fdx.doi.org%2F10.3727%2F1083542041437567