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

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.