Title: Factors affecting participation in charity sport events involving a low intensive physical activity

Authors: Doyeon Won, Meungguk Park, Kwang-Yong Lee, Jaeyong Chung

Addresses: Department of Sport and Leisure Studies, Yonsei University, Seoul, Korea. ' Department of Kinesiology, Southern Illinois University, Carbondale, IL, USA. ' Department of Sport and Leisure Studies, Yonsei University, Seoul, Korea. ' Korean Broadcasting System, Seoul, Korea

Abstract: This study was to investigate motivational and constraining factors that affect participants in charity sport events (CSEs) involving a low intense physical activity. For this study, responses were collected from participants (N = 247) in three MS Walk events. Results revealed that the most important motive was supporting the cause, followed by socialising with others, enjoying sports and getting benefits. Participants perceive a greater number of external constraints than internal constraints. In addition, the findings from multivariate analysis of variances revealed differences in motivational factors and future intentions based on participation types. Results also suggest that CSEs should consider the participants| demographic characteristics as a base for market segmentation.

Keywords: CSEs; charity sport events; non-profit marketing; motivation; constraints; sport marketing; sport participation; low intense physical activity; demography; charity events; charity participation.

DOI: 10.1504/IJLTM.2011.042289

International Journal of Leisure and Tourism Marketing, 2011 Vol.2 No.3, pp.248 - 257

Available online: 02 Sep 2011 *

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