Authors: Erik Thibaut; Steven Vos; Wim Lagae; Tom Van Puyenbroeck; Jeroen Scheerder
Addresses: Policy in Sports and Physical Activity Research Group, KU Leuven, Belgium ' Policy in Sports and Physical Activity Research Group, KU Leuven, Belgium; Department of Industrial Design, Eindhoven University of Technology, Netherlands; School of Sport Studies, Fontys University of Applied Sciences, Netherlands ' Department of Marketing, KU Leuven, Belgium ' Research Centre for Economics and Corporate Sustainability, KU Leuven, Belgium ' Policy in Sports and Physical Activity Research Group, KU Leuven, Belgium
Abstract: This study analyses the determinants of cycling expenditure by means of a Tobit regression analysis, based on a dataset of 5,157 cyclists. Using a heterodox economic approach, 23 different variables are combined into two commonly used variable groups in the field of sports expenditure (socio-demographics, sports intensity variables) and two variable groups [socio-economic cycling capital, and attitudes, interests, opinions (AIOs)] that are less frequently incorporated. With all variables included in the Tobit regression, sex, trip duration, frequency, number of cycling variants practised, visiting cycling websites, and practicing road bicycle racing or mountain bike influence cycling expenditure positively. A negative association is found with competitive riding and cycling drop out. It is suggested that marketers of cycling services and cycling apparel should meet the cyclist's need for identification instead of focusing solely on socio-demographic factors.
Keywords: cycling expenses; expenditure; cycling costs; heterodox economics; Tobit regression; determinants; sports participation; segmentation; sports management; sports marketing; socio-demographics; sports intensity; socio-economic cycling capital; attitudes; interests; opinions; gender; trip duration; trip frequency; cycling websites; road racing; mountain bikes; competitive riding; drop outs; cycling services; cycling apparel; cycling clothing; identification.
International Journal of Sport Management and Marketing, 2016 Vol.16 No.3/4/5/6, pp.221 - 238
Accepted: 11 Feb 2016
Published online: 22 Jul 2016 *