AZ ÉLETSTÍLUSCSOPRTOK SPORTCÉLÚ UTAZÁSAI

Abstract

Psychographic segmentation procedures play a prominent role in sport consumption research due
to the specific characteristics of sport. One of these methods is lifestyle-based segmentation, which
has become very popular in general marketing research in recent decades. Lifestyle has a significant
impact on everyday consumer behavior and fundamentally influences consumer decisions.
Nevertheless, in sport marketing literature only a few have examined the impact of lifestyle on
sport consumption. This study is intended to partially address this shortcoming by exploring some
of the links between lifestyle and sport tourism. The level of sport tourism has been increasing
globally for many years, but the specifics of sport travels of lifestyle groups differ. This study
presents the characteristics of different lifestyle groups related to sport travels based on the results
of a sports consumption questionnaire conducted in the framework of the EFOP-3.6.2-16-2017-
003: "Creating a Cooperating Research Network for Sport, Recreational and Health Economy"
project. Our survey is based on 2000 pencil and paper interviews which sample is representative
for the Hungarian population in age, gender and the region of residence. To define the lifestyle
segments, we used the validated scale of LifestyleInspiration-model, which allowed differentiation
of certain social groups along the pace of life and value orientation. After segmentation we
examined the statistically significant differences in sport travels between lifestyle groups. One of
the limitations of our study is that we have only conducted the research in Hungary. Consequently,
extending our study to an international level could be a future research direction.