A critical evaluation of socio-cultural motivations of organised motorcycle tourism
Robinson, Michelle Jane
Cardiff Metropolitan University
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This study is an evaluative and explorative based research into the reasons why riders choose to participate on an organised motorcycle tour. The study begins by briefly explaining the technical and cultural history of the motorcycle and how it has transformed over the past century. The introduction describes the organised motorcycle tour market, its recent consumer boom and the case study company, Globebusters. Following on from the introduction, a combination of tourism and motorcycle secondary research was analysed and debated to reveal a set of relevant topics specific to the organised motorcycle industry. These topics were used as a base for the primary research semi-structured interviews. The primary research included interviewing five participants, four rider participants and one industry contact. This provided rich data into the physiological, social and cultural reasons to why individuals picked to participate on an organised tour. The interview with Globebusters also revealed an industry perspective to the study, which was used to compare and back up the rider participant data. Both perspectives were compared to the secondary research during the discussion to finally produce a complete evaluative summary. The summary revealed a set of predominate individual motivations and a set of rider typologies. A conceptual framework was also produced. The framework encapsulated the market characteristics and the individual motivations and behaviour and can be applied to the whole of the organised motorcycle tour market. The study concluded that what motivates riders to participate on organised motorcycle tours is a complex combination of individual wants and needs which are affected by the social and cultural characteristics of the motorcycle market. From the conclusion and summary a set of relevant market recommendations for the use of tour operators was produced.
BA (Hons) Tourism Management
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