Segmenting horse racing gamblers using the concept of involvement

Corp. Horse racing is a popular new tourist attraction and tool for regional development in South Korea. The objectives of the current study were developed to further examine this phenomenon. The first objective was to segment the horse racing gamblers using the concept of involvement. The second was to identify the distinctiveness of involvement clusters (segments) on motivation to a racecourse, behaviors and attitudes toward horse racing gambling, and selected sociodemographic variables. A cluster analysis of data collected from horse racing gamblers produced four distinctive clusters. Differences were revealed between clusters on motivations to visit a racecourse, behaviors and attitudes toward horse race gambling, and sociodemographic variables. Thus, this study confirmed the potential of the concept of involvement as a segmentation tool.