An Investigation of the Relationship Between Activity Loyalty and Perceived Constraints

Abstract

Very little is known about the constraints that influence individuals to discontinue their participation in leisure activities. The purpose of this study is to examine the relationship between loyalty and the perception of constraints among golfers. Based on combining a measure of affective attachment with one of frequency of participation, loyalty was classified as high, spurious, latent, or low. Results of the analyses revealed that there were significant differences between golf participants' type of loyalty and their perceptions of transportation and promotion constraints necessary to induce discontinuance. No significant differences were found between types of loyalty and the perception of individual, social, and pricing/distribution constraints.

KEYWORDS:

• discontinuance in leisure activities
• barriers
• loyalty
• ceasing participation