A prevailing hypothesis in recreation scholarship is that a strong relationship exists between leisure choice behavior and life style. In this study boaters in a coastal county were segmented through life style analysis. Twenty-one life style dimensions utilized in previous studies were identified and twice pretested for validity. Of the 21 dimensions, 7 were found to be valid. These seven variables: Community Mindedness, Brand Loyalty, Price Consciousness, Law and Order, Upper Class Sociability, Women's Rights, and Credit User were included in the final survey instrument. Analysis of life style dimension data by K-means clustering resulted 1n a five group segmentation that effectively separated sail, power and dual boat owners. These groups were defined by their responses to the life style opinions and associated recreational activities. Findings support previous studies that suggest a strong relationship between leisure choice behavior and life style.
Potts, Thomas D.
"Recreational Boaters: A Life Style Segmentation Analysis,"
Visions in Leisure and Business: Vol. 10
, Article 4.
Available at: https://scholarworks.bgsu.edu/visions/vol10/iss4/4