AZ ÉLETSTÍLUSCSOPRTOK SPORTCÉLÚ UTAZÁSAI
SPORTS-RELATED TRAVEL BY LIFESTYLE GROUPS

Summary/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 Lifestyle Inspiration-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.

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