SEGMENTING HORSE RACING GAMBLERS USING THE CONCEPT OF INVOLVEMENT

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Abstract:

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.

Keywords: Horse racing; Involvement; Segmentation

Document Type: Research Article

DOI: http://dx.doi.org/10.3727/1083542041437567

Affiliations: 1: *Department of Hospitality & Tourism Management, Sejong University, Seoul, Korea, 143-747 2: †Department of Recreation, Park & Tourism Sciences, Texas A & M University, College Station, TX

Publication date: January 1, 2004

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  • The aim of Tourism Analysis is to promote a forum for practitioners and academicians in the fields of Leisure, Recreation, Tourism, and Hospitality (LRTH). As a interdisciplinary journal, it is an appropriate outlet for articles, research notes, and computer software packages designed to be of interest, concern, and of applied value to its audience of professionals, scholars, and students of LRTH programs the world over.
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