The purpose of this study is to segmented clusters of the demographic variables and participants' behaviors in Taiwan road running events, and to verify the validity of segmented discrimination, as well as to compare the population differences between segmented clusters. This study collected 2,036 valid data of 18 road running events in Taiwan from 2015 to 2019. The collected data were analyzed with cluster analysis, discriminant analysis and a chi-square test, the results are as follows: 1) The participants can be effectively segmented into the ＂Male and High Experience Group＂ (903 /44.35%), ＂Female and High-Middle Experience Group＂ (664/32.61%), and ＂Male and Middle-Low experience group (469/23.04%), the main segmented variables are gender, participation intention, revisit behavior, event satisfaction, destination image, motivation, event image and past experiences; 2) 91.3% of participants' observations can be correctly and effectively segmented into the above three groups; 3) There were significant differences in the chi-square test results which of gender, age, occupation, income and participation rate. In conclusion, the demographic variables and participation behaviors of Taiwan road running event can be used as segmentation variables, and the participants can be correctly and effectively segmented into three different clusters, and the three clusters show significant differences in demographic variables. Therefore, road running event marketing and planning should pay attention to demographic characteristics, event quality, event image, motivation and satisfaction in order to maintain participant satisfaction and loyalty. In addition, it is necessary to strengthen the feelings of those who experience low and medium level in events, establish active emotional awareness and connect the community, and enhance their enthusiasm and achievement in road running events, so as to enhance their behavior of revisit and intention.
台灣路跑賽事參與者市場區隔分析=Market Segmentation Analysis of Participants
