Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2023 Annual

Sports consumer behaviour: Identifying specific segments of recreational cyclists

Published: May 24, 2023


Eva Bundsag, University of Szeged, Faculty of Economics and Business Administration


Abstract Cycling has become a popular activity, and in recent years cycling tourism has boomed, demand for bicycles is rising and the market is expanding. The present research focuses on a segmented approach to the cycling population and aims to identify specific segments of recreational cyclists. The results of the research suggest that segmentation among cyclists makes sense as well, as well-defined segments with specific characteristics, motivations and habits can be developed. Based on the questionnaire survey, which included 246 responses from respondents, six cycling segments can be identified, with differences in awareness, preparedness, community activity, event attendance and preferences. The results are also relevant from a practical point of view, as the characteristics of the segments can be used to reach cyclists more effectively, target them and offer them a personalised offer.