Abstract
Although the effect of leisure constraints and involvement on loyalty has drawn attention in recent years, there are a limited number of studies for bicycle users. For this purpose, we investigated a) the main constraints for enrolled university students and the level of loyalty, b) the impact of perceived constraints on bicycle use c) the relationships between variables (leisure constraints, involvement, and loyalty) in the present study. This study consisted of 498 (289 female and 209 male) university students. When the main constraints of university students’ participation were examined, the highest constraints average scores were determined as "infrastructure", "laws and legislation" and "physical and economic" constraints, respectively. The regression analysis demonstrated that bicycle constraints significantly influenced both leisure involvement and loyalty. Besides, the sub-dimension attraction and self-expression of involvement significantly affected participation loyalty. In conclusion, these results suggest that marketing strategies could be improved to strengthen leisure involvement and to minimize constraints in order to increase loyalty.
Highlights
The bicycle has been used both a sports and transportation vehicle for many years
We investigated a) the main constraints for enrolled university students and the level of loyalty, b) the impact of perceived constraints on bicycle use c) the relationships between variables in the present study
When the main constraints limiting the participation of university students were examined, it was determined that the constraints with the highest average scores were as follow "infrastructure", "laws and legislation" and "physical and economic" constraints, respectively
Summary
The bicycle has been used both a sports and transportation vehicle for many years. The popularization of the bicycle use has a significant positive effect on issues such as public health, development of human relations and sports consciousness, reduction of environmental and air pollution, reduction of traffic density/ease of transportation (Ceyiz & Kocak, 2015). The mental and physical health benefits of physical activity are increasingly important in the recreation and entertainment literature (Halforty & Radder, 2015; Henderson & Bialeschki, 2005; Norling, Wells, & Christensen, 2010). In this context, recreation programs designed to increase the willingness of individuals to use bicycles may allow a lifestyle change in a social sense starting at the university campus level. Academic research on the relationship between leisure constraints and involvement and its effects on consumer decisions is quite limited
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