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

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.