Who are the big spenders at a motorcycle event?

Martinette Kruger,Armand Viljoen,Melville Saayman

doi:10.4102/jef.v8i2.97

Martinette Kruger, Armand Viljoen + Show 1 more

Open Access

https://doi.org/10.4102/jef.v8i2.97

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Abstract

Africa Bike Week, considered South Africa’s premier biking event, attracts large numbers of bikers, especially Harley-Davidson bikers, and bike enthusiasts from across the country. This study investigated these visitors and their spending behaviour. As background to the study, we provide a broad survey of the literature on socio-demographic and behavioural determinants of spending. Motorcycle tourism has received international research attention, especially in the US, but to date has been neglected in South Africa. Our study helps to fill this gap, particularly as regards biker and spectator characteristics. We found that more behavioural than socio-demographic variables influenced spending at this event. Visitors’ motorcycle behaviour and group composition had a significant effect on higher spending. The analysis identified three new determinants of spending: the travel motives lifestyle, event attractiveness and event novelty. Event organisers can use this information to increase spending and enhance the economic impact of motorcycle tourism in South Africa.

Highlights

Motorcycling is rarely mentioned in the tourism literature, but motorcycle tourism is a large and growing market with considerable economic value (Sykes & Kelly, 2012; Scholtz, Kruger, Saayman & Saayman, 2013)
The purpose of this research was to identify the determinants of visitor spending at Africa Bike Week, a major motorcycle event in South Africa
This was the first time that the determinants of visitor spending at a motorcycle event in South Africa were identified, thereby helping to fill a gap in the motorcycle tourism literature regarding the profile, motives and spending behaviour of bikers and bike enthusiasts

Summary

Introduction

Motorcycling is rarely mentioned in the tourism literature, but motorcycle tourism is a large and growing market with considerable economic value (Sykes & Kelly, 2012; Scholtz, Kruger, Saayman & Saayman, 2013) This type of tourism takes various forms, from individuals or groups arranging their own biking holiday to tours organised by clubs or professional companies. One of the outcomes of the increased interest in motorcycles has been the organisation of large motorcycle rallies and events, which bring motorcyclists and motorcycling enthusiasts together for a specific cause and to share their culture, lifestyle and love of bikes These events can be leveraged to attract more bikers to a destination and encourage them to stay on for a touring holiday (Motorcycle Tourism Strategy, 2013-2016)

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