Abstract:

This study investigates the motivations of mothers with underage children to engage in active leisure activities - a segment often constrained by time and caregiving responsibilities, yet strategically important not only for the leisure industry but also for demographic welfare of society. A two-stage mixed-method design was employed. In Stage 1, focus group discussions with eight leisure industry professionals identified key motivational themes, which were used to develop a structured questionnaire. In Stage 2, data from 502 mothers across Cyprus were analyzed using descriptive statistics and principal component analysis (PCA). Results revealed a coherent two-factor structure: Restoration/Well-being (relaxation, stress relief, body awakening, appearance) and Competence (self-accomplishment, challenge). Crosstabulation of groups defined by financial and time engagement demonstrated motivational score stability, suggesting consistent patterns of evaluation. Analysis indicated that Relieving Stress was the most salient motive, while Socializing was least important but remains a significant factor in sustaining long-term engagement and retention. This distinction between entry motivation and retention mechanism is critical, particularly when considering the introduction of service robots and digital tools in fitness and recreation settings. The findings highlight the need for flexible, emotionally supportive, and competence-oriented leisure services to attract and retain mothers. From a practical standpoint, tailoring leisure programs to the lived realities of mothers with underage children offers public health, demographic benefits and competitive advantage for the leisure industry.

Please choose your submission type: Full Paper

Primary Track: Marketing and Retail

Keywords: Consumer behaviour and psychology;Marketing communications;Marketing strategy;Services marketing

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Elena Malkawi