Larson, Daniel J.; Won, Doyeon - In: International Journal of Sports Marketing and Sponsorship 13 (2012) 2, pp. 27-42
Despite persistent levels of participation in cycling, little research has been undertaken in the context of … competitive cycling event management and marketing. This study explored participant preferences using conjoint measurement and … plausible market segmentations. Results of the survey conducted at three southeastern US cycling events (N=199) suggest that …
