Do they behave the same? Identifying the motives and behavioural intentions that influence the event loyalty of different distance triathletes
by Esmarie Myburgh; Martinette Kruger
International Journal of Sport Management and Marketing (IJSMM), Vol. 22, No. 3/4, 2022

Abstract: Triathlons consist of four different events, determined by their distance (Olympic distance, Ironman, sprint, and middle distance/Half Ironman). Participants may have different levels of involvement and behavioural intentions because of the difference in distance (half vs. full triathlon). This study identifies the determinants of loyalty among athletes who compete in triathlons that differ in distance. Participants competing in a full (140.6 miles) or a half (70.3 miles) Ironman triathlon in South Africa were surveyed in 2018. Self-administered questionnaires were distributed during the respective registration periods, and 348 and 443 completed questionnaires were obtained. Multivariate analyses revealed the primary behavioural intention (event loyalty pursuits) and the secondary intentions in the form of pursuits and motives to participate. Regression analyses showed similar variables influencing both types of triathletes' event loyalty pursuits. This study's findings can assist event marketers with strategic marketing decisions to attract and retain loyal triathletes.

Online publication date: Mon, 11-Jul-2022

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