With the rise of international cycling tourism, it is necessary to study the role that motivations and satisfaction play in explaining the probability of repeat participation. This study analyses a sample of 1098 participants in the “Mallorca312”, an international road cycling race. The results confirm the importance of motivations related to contemplation, lifestyle, social interaction, and the satisfaction dimension before, during and after service increase the probability of repeat participation. Furthermore, the findings contribute to the theory of the characterization and behaviour of cycling tourists, in addition to helping event organisers and destination management to improve their marketing strategies.
Management implications
This article provides management implications for enhancing marketing campaign effectiveness and repeat participation in sports tourism events. These suggestions will
- Promote more sustainable tourism and maintain constant demand outside peak season,
- Focus promotional campaigns on motivational dimensions that increase the likelihood of repeat participation,
- Emphasize experiential aspects and social interactions in event organization,
- Vary challenges and new routes to sustain participant interest.
The study provides information to identify and attract the most profitable and potentially loyal market segments, thereby improving segmentation efficiency, promotional campaign effectiveness, and the event's economic performance.
