A Means-End Approach to Understanding Adventure Race Participation

This multiple purpose qualitative research initiative sought to (a) provide research on the relationship between attributes and values associated with adventure race participation, (b) discover motivations for adventure racing, (c) provide support for prior means-end research, and (d) research a new, emerging recreational activity. An adventure race was held on the campus of Old Dominion University in Norfolk, Virginia. After the conclusion of the race, race participants were asked to complete a self-administered survey which offered attributes and values which potentially serve as motivations for adventure race participation. Means-end theory provided the framework for how the data obtained in the study was analyzed with the use of the Grounded Theory Method (GTM). Marketing professionals may use means-end theory to understand the motivations behind racer participation and obtain information on what participants expect based on the attributes and their personal values motivating them to participate.