Association of Marketing Theory and Practice Proceedings 2015
 

Title

Segmentation and Loyalty: Strategies for Increasing Park Trail Physical Activity and Community Exercise

Document Type

Conference Proceeding

Conference Track

Service Marketing/ Non-Profit Marketing/ Ethics

Publication Date

2015

Abstract

This study is concerned with social marketing and has used consumer research, complex marketing analysis and market segmentation to understand and to develop strategies to assist the future marketing of the positives of broad community physical activity and exercise centered on park trail use. The positive promotion of the benefits of exercise and immediate experience of trail users may assist with community participation levels in physical activities and personal exercise habits and thus assist in a healthier community via more park trail use. The study supports the validation and value of distinctive Trail User segments and the importance of experience in sustaining trail use exercise. Additionally, the correlational coefficients support the function of segmentation by finding influences for segments on the variables of interest. Trails are a major feature in parks for recreational physical activity. Physical activity in parks are major contributors to community exercise. Interviews were conducted over four years and data was used for 1,532 trail users at 31 diverse Australian parks. Structural equation modelling (SEM) was undertaken to examine economic and experiential benefits and consequential effects on loyalty factors and associated measures, particular repeat visits. Economic benefits were found to be the stronger influence; but while experiential benefits were found to be moderate, they are crucial in sustaining ongoing loyalty and repetitive physical trail activity. Applied and theoretical contributions to marketing parks leisure are discussed.

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

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