Perceived Constraints to Winter Sports: A Segmentation of German Non-Participants and their Market Potential

Schumann Johanna (), Schmidt Lukas () and Roth Ralf ()
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Schumann Johanna: German Sport University Cologne Institute of Outdoor Sports and Environmental Science Cologne Germany
Schmidt Lukas: German Sport University Cologne Institute of Outdoor Sports and Environmental Science Cologne Germany
Roth Ralf: German Sport University Cologne Institute of Outdoor Sports and Environmental Science Cologne Germany

Zeitschrift für Tourismuswissenschaft, 2025, vol. 17, issue 2, 225-245

Abstract: Securing, retaining and attracting demand in winter sports tourism requires consideration of participants and non-participants in marketing efforts and product development. This study examined perceived constraints to winter sports among non-participants in the German winter sports source market. Constraints were assessed in a representative sample (n=704) using 15 pre-determined items on a five-point Likert scale. Four constraining factors were identified using principal component analysis (context, physical condition, cost, attitude). Five clusters were identified using segmentation analysis (most constrained, self- and context constrained, least constrained, cost-sensitive, disinterested). Significant differences in socio-demographic and behavioural characteristics were found between clusters. The findings suggested the least constrained and cost-sensitive segments to have the greatest potential for future participation.

Keywords: winter sports; tourism; consumer behaviour; leisure constraints; segmentation; Wintersport; Tourismus; Nachfrage; hemmende Faktoren; Segmentierung (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:bpj:touwis:v:17:y:2025:i:2:p:225-245:n:1006

DOI: 10.1515/tw-2025-0004

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