Psychological Values of Cycling around Taiwan: A Hierarchical Analysis of Value-Based Motivations

Abstract

The purpose of this study was to explore the participating motivation, and obtained personal meanings and values of the cyclists around Taiwan. Total 60 cyclists participated in in-depth personal interviews, and means-end chain approach and the laddering technique were used to uncover the value-based motivations. Thirty-nine categories were obtained, such as 12 attributes, 19 consequences and 8 values, which reflected the complicated motivations of the cyclists. The characteristics of enjoying scenery with a flexible itinerary appealed to cyclists, as a form of slow travel. The cycling journey around Taiwan Island was challenging, however, cyclists felt free to engage in it. Three most commonly mentioned attributes, including “Physical challenge,” “A long cycling journey,” and “An activity with great flexibility in a controllable itinerary and schedule,” were observed. Of the predominant consequences, those involving in “Achieving goals,” “Self change and growth” and “Experiencing natural & cultural attractions” received the most attention. Furthermore, three most prevalent motivations including “A sense of accomplishment,” “A positive self-image” and “A sense of belonging to Taiwan” were noticed for the means-end hierarchies in the values of cycling. Therefore, this exploratory research may facilitate a better understanding of the cyclists’ motivations by linking the specific tour attributes with consequences related to their choices (cycling around Taiwan), and identifies the personal values behind the cycling activity. This study indicates that cyclist behavior is multi-value driven, where personal values of cyclists certainly influence their choices. The factors motivate the cyclists were related within and in-between hierarchies. The cycling tour around Taiwan appeared to be part of a process of self-identity formation for cyclists seeking self-esteem. In addition, their place identity was implicitly promoted by rediscovering the beauty of Taiwan. Furthermore, both values of self-identity and place identity were rooted in the same activity attributes.