This study aims to segment winter sport tourists based on involvement variables and create winter sport personas characterised by additional descriptor variables rooted in socio-economics and behavioural variables.
This study employs a quantitative research paradigm using cross-sectional data derived from an online survey (n = 2,500). Using the four stages of involvement of the psychological continuum model (PCM), four distinct involvement segments were created and tested with various descriptor variables using a multinomial probit regression.
Segmentation results revealed four unique winter sport personas: (1) snow-curious explorers, (2) laid-back adventurers, (3) powder chasers and (4) snow devotees. Each segment differed in its involvement profile and was characterised by specific socio-demographic attributes, behavioural patterns, and expenditure levels. The data suggested that higher levels of involvement are associated with participation in a wider range of winter sports and increased spending across various categories.
Involvement was used as the primary segmentation criterion, encompassing hedonic, symbolic and centrality dimensions. In contrast to previous approaches, which tested for group differences, a probit regression analysis revealed determinants of consumer segment membership. Finally, the PCM was utilised in a multi-sport setting for the first time.
