The preferences of participants in small-scale sport events: A conjoint analysis case study from Taiwan

Sa？etak The primary objective of this study was an investigation of participants' preferences for a cycling orientated sport tourism event using conjoint analysis. Respondents in a survey were presented with a range of different event alternatives related to the characteristics of proposed small-scale cycling events to draw out useful conclusions about the ideal scenario of such a sporting event that would be the most attractive and desirable for those who compete. A questionnaire, in two parts, was developed and distributed to 195 bicyclers during an event in Kaohsiung, Taiwan and the data was analysed using SPSS Conjoint at the aggregate level (pooled data). Based on the preferences expressed by the athletes the three most important factors were: "preferred season to organizing the event", "parallel organised trade shows & exhibitions" and "entertainment & awards". The findings of this study provide event coordinators and sport marketers with practical insights into event planning and possibility of development of effective marketing strategies designed to reach and attract more participants to these types of activities. This investigation is unique since is one of the first to use a full design of seven parameters in the conjoint analysis model to comprehensively examine athlete's preferences