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From snow-curious explorers to die-hard snow devotees: segmenting winter sport tourists

Kirstin Hallmann et al.

International Journal of Sports Marketing and Sponsorship2026https://doi.org/10.1108/ijsms-07-2025-0304article
AJG 1ABDC B
Weight
0.37

Abstract

Purpose This study aims to segment winter sport tourists based on involvement variables and create winter sport personas characterised by additional descriptor variables rooted in socio-economics and behavioural variables. Design/methodology/approach This study employs a quantitative research paradigm using cross-sectional data derived from an online survey (n = 2,500). Using the four stages of involvement of the psychological continuum model (PCM), four distinct involvement segments were created and tested with various descriptor variables using a multinomial probit regression. Findings Segmentation results revealed four unique winter sport personas: (1) snow-curious explorers, (2) laid-back adventurers, (3) powder chasers and (4) snow devotees. Each segment differed in its involvement profile and was characterised by specific socio-demographic attributes, behavioural patterns, and expenditure levels. The data suggested that higher levels of involvement are associated with participation in a wider range of winter sports and increased spending across various categories. Originality/value Involvement was used as the primary segmentation criterion, encompassing hedonic, symbolic and centrality dimensions. In contrast to previous approaches, which tested for group differences, a probit regression analysis revealed determinants of consumer segment membership. Finally, the PCM was utilised in a multi-sport setting for the first time.

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https://doi.org/https://doi.org/10.1108/ijsms-07-2025-0304

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@article{kirstin2026,
  title        = {{From snow-curious explorers to die-hard snow devotees: segmenting winter sport tourists}},
  author       = {Kirstin Hallmann et al.},
  journal      = {International Journal of Sports Marketing and Sponsorship},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1108/ijsms-07-2025-0304},
}

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From snow-curious explorers to die-hard snow devotees: segmenting winter sport tourists

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Evidence weight

0.37

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.16 × 0.4 = 0.06
M · momentum0.53 × 0.15 = 0.08
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.