Segmenting the Older Resident’s Perception of a Major Cycling Event

José Miguel Vegara-Ferri, José María López-Gullón, Ricardo José Ibanez-Pérez, María Carboneros and Salvador Angosto
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José Miguel Vegara-Ferri: Department of Physical Activity and Sport, Faculty of Sport Sciences, University of Murcia, 30720 Santiago de la Ribera, Spain
José María López-Gullón: Department of Physical Activity and Sport, Faculty of Sport Sciences, University of Murcia, 30720 Santiago de la Ribera, Spain
Ricardo José Ibanez-Pérez: Department of Physical Activity and Sport, Faculty of Sport Sciences, University of Murcia, 30720 Santiago de la Ribera, Spain
María Carboneros: Department of Physical Activity and Sport, Faculty of Sport Sciences, University of Murcia, 30720 Santiago de la Ribera, Spain
Salvador Angosto: Department of Physical Activity and Sport, Faculty of Sport Sciences, University of Murcia, 30720 Santiago de la Ribera, Spain

Sustainability, 2020, vol. 12, issue 10, 1-19

Abstract: The aim of the study is to evaluate the social perception of older adults, resident in the host communities where the stage of “La Vuelta” 2019 starts or ends, identifying the possible existing groups and comparing the results before and during the event. Community support is a critical factor in ensuring the success of a major sports event and in generating a greater sense of community involvement. In order to analyze the social perception of the event, 521 older adults were interviewed using a questionnaire of 27 items. Data were collected online in the pre-event period and face-to-face in the on-site period using tablets. A t -test and cluster analysis was carried out to identify different residents’ opinions. The results showed an improvement in the perception of the positive and negative impacts in the in situ period with respect to the pre-event. Three clusters were identified (Positives, Moderates, Haters) with the Positives group being the most represented in each of the periods. The findings suggest that a high level of future intentions for positive behavior can benefit the intangible characteristics of the event and host communities, and that these population groups can better harness the tangible benefits of sports events.

Keywords: social perception; resident segmentation; elderly; sports event; community support; cycling (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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