Is there difference between men and women motorcyclists?

Abstract

ORIENTATION: To broaden the literature, identify markets and determine the motives of these markets within South Africa. RESEARCH PURPOSE: The aim was to compare male and female motorcyclists' socio-demographic and behavioural characteristics at a motorcycle festival in South Africa. MOTIVATION OF THE STUDY: There has been an increase in motorcycle sales and events and therefore motorcycle tourism, especially in South Africa. While from an international perspective, the socio-demographic and behavioural aspects of motorcyclists are well documented, what is lacking is literature on the behavioural aspects of motorcyclists and the differences between men and women. RESEARCH DESIGN, APPROACH AND METHOD: The study was descriptive, and data were primarily collected through self-administered questionnaires. Independent t-tests and cross-tabulation analyses were used. MAIN FINDINGS: Four key motives were identified for attending the South Africa Bike Festival. The findings also confirmed that male and female motorcyclists differ from both socio-demographic and behavioural aspects and should be viewed as two distinctive segments. In addition, the research confirmed the importance of the age at which motorcyclists were exposed to motorcycling. PRACTICAL MANAGERIAL IMPLICATIONS: Marketing campaigns should focus on both segments and should appeal to all motivational factors that have been identified. CONTRIBUTION: The study contributes to the motorcycle literature and provides a greater understanding of motorcyclists' behaviour and what motivates them to attend a motorcycle festival. The research provides guidelines to event organisers to effectively market such an event. The research also identifies different segments to this event, which provides more indications on what the motorcyclist looks like.