Cycle Tourism in Australia · 2018-10-29 · Bicycle touring — South Australia. 2. Bicycle...

CYCLE TOURISM AND SOUTH AUSTRALIA DESTINATION MARKETING

Pam Faulks, Brent Ritchie, Graham Brown and Sue Beeton


Technical Reports The technical report series present data and its analysis, meta-studies and conceptual studies, and are considered to be of value to industry, government and researchers. Unlike the Sustainable Tourism Cooperative Research Centre’s Monograph series, these reports have not been subjected to an external peer review process. As such, the scientific accuracy and merit of the research reported here is the responsibility of the authors, who should be contacted for clarification of any content. Author contact details are at the back of this report.

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National Library of Australia Cataloguing-in-Publication entry

Faulks, Pam. Cycle tourism and South Australia destination marketing. ISBN 9781920965495 (pbk and pdf). Notes: Bibliography. 1. Bicycle touring — South Australia. 2. Bicycle trails—South Australia. 3. Ecotourism—South Australia. I. Faulks, Pam. II. Cooperative Research Centre for Sustainable Tourism. Other Authors/Contributors: Ritchie, Brent. Brown, Graham. Beeton, Sue. Dewey Number: 338.47919423

Copyright © CRC for Sustainable Tourism Pty Ltd 2008 All rights reserved. Apart from fair dealing for the purposes of study, research, criticism or review as permitted under the Copyright Act, no part of this book may be reproduced by any process without written permission from the publisher. Any enquiries should be directed to: General Manager, Communications and Industry Extension or Publishing Manager, [email protected] First published in Australia in 2008 by CRC for Sustainable Tourism Pty Ltd Edited by Kelly Van Asperen Printed in Australia (Gold Coast, Queensland) Cover designed by Sin Design

Acknowledgments The Sustainable Tourism Cooperative Research Centre, established and supported under the Australian Government’s Cooperative Research Centres Program, funded this research. Thanks are extended to the many cyclists who took the time to complete the online survey; and to the businesses and organisations that supported, promoted, and helped distribute the survey. Particular thanks go to Mr Craig Grocke for his advice and support throughout the project.

http://sustainabletourismcrc.cmail3.com/l/424209/s4i6d21/www.surveymonkey.com/s.aspx?sm=cCMy_2fyZbjAjkr2Vy5LopCg_3d_3d�

mailto:[email protected]�


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CONTENTS

LIST OF TABLES _______________________________________________________________________ I LIST OF FIGURES _____________________________________________________________________ II

SUMMARY _________________________________________________________________________ III OBJECTIVES OF STUDY_________________________________________________________________ III METHODOLOGY ______________________________________________________________________ III KEY FINDINGS _______________________________________________________________________ III FUTURE ACTION______________________________________________________________________ IV

CHAPTER 1 INTRODUCTION _________________________________________________________ 1 CHAPTER 2 METHODOLOGY_________________________________________________________ 2 CHAPTER 3 RESULTS ________________________________________________________________ 4

DEMOGRAPHICS ______________________________________________________________________ 4 CYCLING PROFILE OF RESPONDENTS ______________________________________________________ 6 RECENT CYCLING HOLIDAYS___________________________________________________________ 10 HOLIDAY INTENTIONS ________________________________________________________________ 17 PERCEPTIONS OF SOUTH AUSTRALIA AS A CYCLING DESTINATION ______________________________ 22 CYCLE TOURIST SEGMENTATION ________________________________________________________ 23

Cluster 1 – Active Socialisers ________________________________________________________ 23 Cluster 2 – Independent Confident Doers _______________________________________________ 23 Cluster 3 – Emerging Confidence Seekers ______________________________________________ 24 Cluster 4 – Beginners ______________________________________________________________ 24 Cluster 5 – Uninterested ____________________________________________________________ 24

CHAPTER 4 CONCLUSION AND RECOMMENDATIONS ________________________________ 29 APPENDIX A: CYCLING ATTITUDE STATEMENTS ___________________________________________ 31 APPENDIX B: WORDS AND PHRASES USED TO DESCRIBE SOUTH AUSTRALIA AS A CYCLE TOURISM

DESTINATION __________________________________________________________________________ 32 REFERENCES _____________________________________________________________________ 39 AUTHORS ________________________________________________________________________ 40

List of Tables Table 1: Age and gender of respondents________________________________________________________ 4 Table 2: Residence of respondents ____________________________________________________________ 5 Table 3: Highest educational level ____________________________________________________________ 5 Table 4: Work category_____________________________________________________________________ 5 Table 5: Income __________________________________________________________________________ 6 Table 6: Living arrangements________________________________________________________________ 6 Table 7: Years as a regular cyclist ____________________________________________________________ 7 Table 8: Cycling activities __________________________________________________________________ 8 Table 9: Membership of cycling organisations___________________________________________________ 8 Table 10: Cycling statement mean scores_______________________________________________________ 9 Table 11: Agreement to cycling statements (%) _________________________________________________ 10 Table 12: Main purpose of last cycling holiday _________________________________________________ 11 Table 13: Motivations for last cycling holiday __________________________________________________ 12 Table 14: Origin of visitors to each destination _________________________________________________ 13 Table 15: Activities other than cycling ________________________________________________________ 14 Table 16: On and off-road cycling activities during last cycling holiday______________________________ 14 Table 17: Travelling group composition_______________________________________________________ 15 Table 18: Group size______________________________________________________________________ 15 Table 19: Accommodation Type _____________________________________________________________ 16 Table 20: Information source for last holiday __________________________________________________ 16


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Table 21: Expenditure_____________________________________________________________________ 17 Table 22: Planned cycle tourism holidays _____________________________________________________ 18 Table 23: Destination attributes mean scores___________________________________________________ 19 Table 24: Importance of cycle tourism destination attributes (%) ___________________________________ 21 Table 25: Perceptions of cycle tourism destinations______________________________________________ 23 Table 26: Cycle Tourism Segments and Characteristics based on Cluster Analysis _____________________ 25

List of Figures Figure 1: Purposes for cycling _______________________________________________________________ 7 Figure 2: Cycling statement mean scores _______________________________________________________ 9 Figure 3: Motivation for last cycle tourism holiday ______________________________________________ 11 Figure 4: Holiday destinations during last cycle tourism holiday ___________________________________ 13 Figure 5: Destination Attribute Mean Scores ___________________________________________________ 20


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SUMMARY

Objectives of Study A network research project was undertaken to analyse cycle tourist travel propensity, motivations, travel behaviour, preferred destination attributes and cyclists’ perceptions of South Australia as a cycle tourism destination. The purpose of the project was to assist the South Australian Tourism Commission to better understand the cycle tourism market and the potential degree of fit with South Australian destination marketing and development. The project also segmented the sample according to their attitudes towards cycling. This was to provide more detailed information on key potential target markets to help develop more effective marketing and development strategies.

Methodology A series of focus groups were conducted with regular cyclists in Victoria and South Australia during September 2006. These groups were made up of a mixture of males and females from a range of age groups. Their responses were used in conjunction with secondary data to develop two online surveys. The online surveys were designed with the aim of collecting data on the motivations of cycle tourists, as well as desired attributes of cycle tourism destinations and the perception of South Australia as a cycle tourism destination. The larger (major) survey was distributed to members of cycling associations and was placed on a series of cycling related websites. The smaller (minor) survey was provided to cycle tourists at key cycling locations in New South Wales, Victoria and South Australia via accommodation, attraction and visitor information centres.

A total of 564 usable surveys from the major survey were returned by the end of April 2007, while only 48

responses were received from the minor survey. This low response rate for the minor survey was partly due to hot and dry weather conditions and bush fires at the distribution locations. Furthermore, the low response rate may have also been due to the type of cycle tourist (casual bike riders) as well as the long URL provided on the postcards.

The data was analysed through SPSS, a computer program used for analysis, which provided frequencies and

cross tabulations. A cluster analysis was undertaken using the concept of ‘enduring involvement’, whereby respondent’s attitudes to cycling were used to cluster those who completed the major survey. A five cluster solution was found, and then cluster membership was used to examine differences between member motivations, destination preferences, perceptions of South Australia as a cycle tourism destination as well as socio-demographics and cycling experience.

Key Findings The report indicates that:

• Survey respondents were predominantly male and between 40 and 54 years of age (45% and 59% respectively in the major and minor survey).

• Respondents were well educated with the majority holding a university qualification and being employed in professionals or held managerial positions

• Approximately 34 per cent of respondents to both surveys were married or in de facto relationship with children living at home

• Over half of respondents classified their cycling skill level as intermediate with more than one third indicating having advanced skills

• Approximately 36 per cent of respondents had between one and ten years of cycling experience compared with 27 per cent of respondents who had more than 20 years cycling experience

• Most undertook their last cycle tourism holiday for fitness, health and recreation and were active cycle tourists (participating in a variety of mass participation rides, independent cycle holidays and as an event spectator or participant)

• Over half subscribe to a cycling magazine and between 27 per cent and 42 per cent from the two surveys do not belong to a cycling club or organization


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• A total of two-thirds to the major survey had undertaken a cycle tourism holiday in the last 12 months,

with both survey respondents indicating preferences for outdoor and active holidays which are adventurous, stimulating, exciting and help to maintain fitness

• Approximately 19 per cent went on an overseas cycle holiday, with Victorians the most likely to travel interstate

• Over two-third (68%) of the major survey respondents indicated planning a cycle tourism holiday in the future, with the majority suggesting a departure within 3 months and over half indicating a independently organised interstate trip using sealed roads

• The most important destination attributes included scenery, safe drinking water, bike friendly accommodation, safety, and quality of roads and trails

• Over half of respondents had previously been on a cycling holiday in South Australia, with the majority rating it as the same as other cycle tourism destinations and over a third indicated that it was better than other destinations

• The Tour Down Under event was rated highly by respondents as the best cycle tourism event, while Europe was rated the best overall cycle tourism destination

• South Australian destinations received the highest ratings for safety (Riesling Trail); weather/climate, natural environment and off-road trails (Flinders Ranges); and accommodation (Barossa)

• Five cluster segments were discovered from the major survey. They were named: o active socialisers who represented 25.9% of the sample. o independent confident doers represented 20.7% of the sample. o emerging confidence seekers represented 26.2% of the sample o beginners represented 16.3% of the sample. o uninterested represented 1.9% of the sample.

• Some differences existed between the five segments and their cycle tourism propensity, motives, travel behaviour, preferred destination attributes, perceptions of South Australia, socio-demographics and cycling behaviour

• Although differences existed between segments, overall differences in motivations and destination preferences were small proportionally, indicating that cyclists are relatively homogeneous

• Recommendations are made to destination marketers and managers in South Australia, which may be of interest to other destinations attempting to develop cycle tourism as a niche market

Future Action • Detailed quantitative research and qualitative research may be required on key market segments

identified in this report, to assist in the development of adequate marketing and product development initiatives to meet cycle tourists’ needs.

• The South Australia Tourism Commission could use the information provided in this report, coupled with further research, to develop a cycle tourism marketing and communication plan linked to their ‘Brilliant Blend’ brand.

• More detailed research on specific cycle tourism activities could be undertaken using a similar set of questions for comparative purposes (i.e. mass participation cycle tourists or touring cycle tourists).

• Segmentation could be conducted for other special interest markets using the concept of enduring involvement, to better understand tourist motives and perceptions to assist the development of more effective destination marketing and development strategies.


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Chapter 1

INTRODUCTION

Although there appears to be a growing industry interest in bicycle tourism from consumers, the tourism industry and destinations, international studies on the phenomenon of cycle tourism are scarce. Most of the literature on cycling is based in either North America or Europe, and very few authors examine cycling in the context of tourism (for exceptions see Schieven 1988; Green 1991; Kerr 1992, Lumsdon, 1996; Simonsen & Jorgenson 1996; Ritchie 1998, 1999). In Britain, Cushing (1997) estimates cycle tourism to be worth £535 million per year, comprising of leisure day trips—which account for £293.8 million, domestic holidays which contribute £180 million and overseas holiday makers which generate £60 million. In New Zealand Ritchie (1999) estimates that cycle tourism is worth more than cruise ship tourism because of the long length of stay of the cycle touring segment. A substantial proportion of spending related to cycle tourism in New Zealand occurs in regional or rural areas, helping to stimulate rural economies (Ritchie 1999).

In Australia, research also illustrates that cycle tourism has potential (Beeton 2003) and has been discussed as

a potential niche market which could assist the dispersion of tourism to rural areas (Department of Industry, Tourism and Resources 2003). A recent report on the Size and Scope of Cycle Tourism in Australia undertaken by Sustainable Tourism Cooperative Research Centre (Faulks, Ritchie & Fluker 2007) suggested that although some data exists at a national level it covers domestic cycle tourists only and is limited in that it does not include all segments of cycle tourism. Therefore, it is difficult to adequately quantify the size and scope of this market in Australia.

Some authors believe that cycle tourists are part of a homogeneous group (Simonsen and Jorgenson, 1996).

However, although they may be motivated by a common ‘special interest’ the bicycle tourist includes a wide variety of individuals and potential market segments, such as short break holiday cyclists, longer holiday cyclists, event spectators and participants. The South Australian Tourism Commission (2005) suggests that cycle tourists can be categorised as being dedicated, interested, or incidental/opportunistic. It notes that individuals are not necessarily confined to one group, as cycling activities might take on different levels of importance for different trips. Therefore, not all cycle tourists may have different motivations/preferences and subsequently may require different types of tourist product and respond differently to marketing activities.

The aim of this project was to analyse cycle tourist motivations and experiences and provide information to

help assess the potential degree of fit of cycle tourist needs with South Australian tourism marketing and destination development. This was a network project undertaken for the South Australian Tourism Commission. More specifically, the project set out to:

• examine the motivations and destination experiences cycle tourists seek when taking part in cycle tourism

• examine the destination preferences of cycle tourists and the images and associations cycle tourists have of their preferred destinations

• examine cycle tourists’ perceptions and associations of South Australia as a cycle tourism destination • compare and contrast South Australian product and destination branding and the destination preferences

and holiday experiences sought by cycle tourists. It is hoped that this information can be used by the South Australian Tourism Commission (SATC) and other

destinations to assist in developing appropriate marketing and product development strategies on the basis of quantitative data.


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Chapter 2

METHODOLOGY

A series of focus groups were conducted with regular cyclists in Victoria and South Australia during September 2006. These groups were made up of a mixture of males and females from a range of age groups. As researchers from South Australia and Victoria undertook the focus groups separately, a sample structure was provided to ensure consistency across the focus group locations and to ensure that all topics were covered. The three sections included:

• introductions and overview of project and session • the main part of the focus group, which covered

o motivations and destination experiences o destination preferences and images o images and perceptions of South Australia as a cycle tourism destination

• a conclusion and thank you. The focus group data was then used in conjunction with secondary data on cycle tourists’ motivations and

experiences to develop the survey instrument. An online survey using the survey tool Survey Monkey, was designed with the aim of collecting data on the

motivations of cycle tourists as well as desired attributes of cycle tourism destinations. An online survey was used to collect data for its ability to reach a large number of potential respondents cheaply and quickly. The final content and design of the survey was the result of consultation with members of a number of cycling organisations as well as the original focus group participants and research team members.

The survey was distributed primarily through Bicycle Victoria, Bicycle NSW and Bike SA, with links to the

survey also appearing on a number of websites including that of Cycle Tourism Australia and through a number of cycle tour businesses. Although it was widely distributed it is impossible to calculate a response rate and margins of error associated with the research. On the basis of an estimated sample population of approximately 55,000 members in Bicycle Victoria and Bicycle NSW the results are most likely confident to +/- 4 to 5% margin of error with a 95% confidence level based on a usable return rate of 564 usable surveys. However, this would differ slightly in certain sections of the survey due to lower responses rates to specific sections and questions, and may rise to +/- 7% margin of error.

As well as the main survey distributed through these organisations, a second online survey was also

developed with the aim of capturing details and opinions from cyclists who were currently participating in a cycle tourism holiday. This survey although almost identical to the original survey was distributed by advertising the survey on a postcard which gave potential respondents details about the survey and the Survey Monkey details which respondents accessed by typing the provided URL into a web browser. These postcards were distributed in Jindabyne and Thredbo in the Australian Snowy Mountains region; as well as trails in Victoria and South Australia at key accommodation points, visitor information and recreation centres. A total of only 48 completed surveys were received and reports from operators indicated that cycle tourist numbers were lower than normal at the time of surveying.

The original closing date of 31st January 2007 was extended to 30th April 2007 to allow greater response to

the surveys. This was particularly relevant in reaching cyclists on cycling holidays—as opposed to electronic communication—as it was felt that fires and heat over the summer months had reduced number of cyclists who might complete the survey.

Incentive prizes organised through South Australian Tourism Commission, were offered to encourage

completion of the survey. Prizes included an outback mountain biking guided cycling trip through the Flinders Ranges, a limited edition signed jersey from the Tour Down Under and a discount voucher for a South Australian short holiday package.

To segment the cycle tourism data for the main survey the concept of enduring involvement was used, which

looks at respondents’ attitudes toward cycling; how central it is to their lifestyle and self expression; and the importance and enjoyment received from cycling. The question used to cluster respondents is located in Appendix A. Enduring involvement has been used in the past to segment groups of special interest tourists (McIntyre & Pigram 1992; Bricker & Kersetter 2000) to better understand their motives and destination


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preferences. This was then compared to respondents’ last trip motivations, future destination preferences, cycling experience level, socio-demographics and perceptions of South Australia as a cycle tourism destination, to examine differences between cluster segments. A furthest neighbour hierarchical analysis was first undertaken to calculate the number of possible clusters based on similar responses to the enduring involvement questions. Once the number of clusters were decided upon, the researchers then used a k-means analysis to produce the cluster membership details, which then allowed comparisons between the cluster (segments) and their travel behaviour, motivations, destination preferences and perceptions of South Australia (through the use of chi-square and ANOVA tests).


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Chapter 3

RESULTS

The results presented in this chapter are based on the 564 usable surveys from the main survey, plus an additional 48 completed surveys that resulted from respondents logging on to the ‘minor’ survey through the URL provided on postcards advertising the survey. However, perhaps due to comprehensive nature and length of the survey, not all respondents completed all relevant sections. Additionally, section 1 of the survey only applied to those respondents who had been on a cycle tourism holiday in the previous 12 months (n=359), while section 2 was only relevant to those who were planning a cycle tourism holiday (n=288).

In most sections of the results tables and graphs will provide results from both the major and minor surveys,

although due to the small sample size of the minor survey, results from that survey should be treated with caution. Additionally, this small number of responses precluded the researchers from undertaking more advanced statistical analysis.

Demographics Survey respondents were predominantly male (63% of respondents to the major survey and 61% of respondents to minor survey) and between 40 and 54 years of age (45% and 59% respectively). Table 1 provides a more detailed breakdown of age distribution according to the gender of respondents.

Table 1: Age and gender of respondents Major survey Minor survey

Age range Female

% n=198

Male %

n=339

Total %

n=537

Female %

n=20

Male %

n=29

Total %

n=49

15-19 years 0.5 0.9 0.7 0.0 3.4 2.0

20-24 years 5.1 1.5 2.8 5.0 0.0 2.0

25-29 years 10.1 5.6 7.3 10.0 6.9 8.2

30-24 years 8.6 13.0 11.4 0.0 10.3 6.1

35-39 years 14.6 11.8 12.8 5.0 10.3 8.2

40-44 years 15.7 13.9 14.5 25.0 31.0 28.6

45-49 years 17.2 17.7 17.5 20.0 10.3 14.3

50-54 years 14.1 12.7 13.2 10.0 20.7 16.3

55-59 years 10.6 12.4 11.7 15.0 6.9 10.2

60-64 years 1.5 7.1 5.0 10.0 0.0 4.1

65-69 years 1.0 2.4 1.9 0.0 0.0 0.0

70 years + 1.0 1.2 1.1 0.0 0.0 0.0

There was a noticeable difference in the residence of respondents to each of the surveys, with over a third (37%) of respondents to the main survey residing in South Australia, but only 22 per cent of respondents of the minor survey living in this state. While Victorian residents made up 30 per cent of respondents to the minor survey, they made up only 11 per cent of the major survey, but respondents from New South Wales made up approximately one quarter of respondents of both surveys (29% and 25% respectively). Details on respondents’ place of residence are provided in Table 2.


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Table 2: Residence of respondents

Residence Major survey

% n=537

Minor survey %

N=48

South Australia 37.4 22.4

New South Wales 29.4 24.5

ACT 11.7 12.2

Victoria 10.6 30.6

Queensland 6.1 2.0

Western Australia 2.4 2.0

Northern Territory 1.1 0.0

Other 0.9 6.1

Tasmania 0.2 0.0 As Tables 3 and 4 illustrate, respondents to both surveys were most likely to be well-educated (holding a

university of post-graduate degree) and work in a professional or managerial position. Consistent with these results, respondents were most likely to earn over $100,000 (30% or respondents to the major survey), or for respondents of the minor survey, slightly less at between $80,000 and $100,000 (31% of respondents). Income details are provided in Table 5.

Table 3: Highest educational level

Highest educational level Major survey

% n=533

Minor survey %

n=48

Year 10 3.9 0.0

Year 12 8.3 2.1

Apprenticeship 1.7 2.1

College/TAFE diploma 18.4 8.3

University degree 33.6 41.7

Postgraduate degree 31.5 43.8

Other 2.63 2.1

Table 4: Work category

Work Major survey

% n=537

Minor survey %

n=48

Professional 46 58

Manager/administrator 22 21

Retired 7 4

Intermediate clerical, sale and service worker 6 0

Other 6 6

Associate Professional 5 6

Full time student 3 4

Tradesperson/Trades related worker 2 0

Intermediate Production and Transport worker 1 0

Elementary clerical, sales and service worker 1 0

Labourers and related workers 1 0

Do not work 1 0


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Table 5: Income

Income Major survey

% n=517

Minor survey %

n= 48 < $20,000 3.7 2.1

$20,000 - $39,999 6.4 6.3

$40,000 - $59,999 20.1 16.7

$60,000 - $79,999 24.6 16.7

$80,000 - $99,999 14.9 31.3

>$100,000 30.2 27.1

More than one-third of respondents live as a couple without children, or with children living elsewhere (38%

of major survey respondents and 40% of minor survey respondents). Approximately a further one-third of respondents are married or living in a de-facto relationship, but with children living at home (34% of major survey respondents and 35% of minor survey respondents). This data is provided in Table 6.

Table 6: Living arrangements

Living arrangement Major survey

% n=531

Minor survey %

n=48 Married/de facto, with children living at home 33.7 35.4

Married/de facto, without children 23.9 27.1

Single, without children 20.9 18.8

Married/de facto, with children living elsewhere 14.5 12.5

Single, with children living at home 2.6 0.0

Single, with children living elsewhere 2.3 2.0

Other 2.1 4.0

Cycling Profile of Respondents The majority of respondents to the major survey (55%) classified their cycling skill level as intermediate, with more than a third (36%) indicating they had advanced skills. The remaining respondents classified themselves as novices. The results from the minor survey were almost identical with 38 per cent nominating their skill level as expert; 54 per cent as intermediate, and 8 per cent as novice.

Few of the respondents were new to cycling (Table 7), with less than 10 per cent either riding regularly for

less than a year, or not being a regular cyclist (11% of respondents to the minor survey). The greatest proportion of respondents to the major survey have been riding regularly for between one and five years (25%), with respondents to the minor survey more likely to have been riding regularly for slightly longer, with 21 per cent indicating they have been riding regularly for between 6 and 10 years.


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Table 7: Years as a regular cyclist

Years as a regular cyclist Major survey

% n=537

Minor survey %

n=48 Not a regular cyclist 4.7 4.2

Less than 1 year 3.9 6.3

1-5 years 25.0 16.7

6-10 years 15.8 20.8

11-15 years 11.0 12.5

16-20 years 11.0 12.5

21-25 years 8.4 6.3

26-30 years 5.8 10.4

More than 30 years 14.5 10.4

Respondents were also asked why they cycle, with respondents being able to choose as many options from

the suppled list as applied to them. As Figure 1 demonstrates, cyclists ride for a range of reasons but fitness and health (80%) and recreation (68%) were the most frequently nominated reasons. These were also the most frequently cited reasons by respondents of the minor survey, but with the order reversed and recreation being cited by 74 per cent of respondents, and fitness and health by 70 per cent.

0

10

20

30

40

50

60

70

80

90

Fitness and health Recreation Transport Social interaction Competition OtherMain purpose for cycling

Perc

enta

ge

Major survey (n=564) Minor survey (n=48) Figure 1: Purposes for cycling

Apart from regular cycling activities, respondents also participated in a range of cycling holidays and events

in the previous 12 months, as outlined in Table 8. The most popular of the listed activities amongst respondents to the major survey was participating in a mass participation ride (60%), followed by independent domestic cycling holidays (49%). Events are also popular activities with respondents attending as both spectators (45%) and participants (43%). The results illustrate that respondents are active travellers taking part in different types of cycle tourism activity confirming Roy Morgan data (2005) as well as the South Australian Tourism Commission’s (2005) suggesting that they participate in multiple cycle tourism holiday types.


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As the respondents to the minor survey was targeted to people who were actually on a cycle tourism holiday (who collected a postcard inviting them to complete the survey by logging onto the provided URL), it is not surprising that an independent cycling holiday was nominated by 87 per cent of respondents as a cycling activity they had participated in during the previous 12 months (or were participating in currently).

Table 8: Cycling activities

Activity

Major survey %

n=564

Minor survey %

n=46

Mass participation ride 60.1 43.5

Independent cycling holiday - within Australia 49.5 87.0

Attending an event as a spectator 45.4 32.6

Attending an event as a participant 42.9 41.3

Organised cycling holiday – within Australia 20.7 21.7

Independent cycling holiday - overseas 13.5 8.7

Organised cycling holiday - overseas 5.7 8.7 NB. Percentages do not total 100% due to multiple responses

In an attempt to discover how central cycling is to respondents’ lives, a range of questions were asked

relating to club membership, magazine subscription, and attitudes to cycling. Over half the respondents (51%) subscribe to at least one cycling magazine. Of these respondents (n=269) the magazines most frequently nominated magazines were Australian Cyclist (50%)—targeted at a conservative/family/recreation and commuter segment; Bicycling Australia (26%)—targeted at active sports cyclists and café set; and Ride Cycling Review (12%), targeted at the café-set and competitive road cyclists. It is worth noting that subscription to some magazines is included in the membership benefits of some of the cycling organisations that distributed the online survey. Only 12 per cent of respondents in the minor survey (n=48) subscribe to a cycling magazine.

Despite associations helping to distribute the major survey, approximately a quarter of respondents (27%) do

not belong to a cycling club or association. However respondents do support a range of cycling organisations, which are outlined in Table 9. Notably 40 per cent of respondents to the minor survey indicated that they do not belong to a cycling club or association.

Table 9: Membership of cycling organisations

Organisations Major survey

% n=534

Minor survey %

n=48 Cycling Association 45.1 15.0

Don't belong to a cycling club or association 27.2 41.6

Social/Cafe Riding Group 23.2 15.0

Bicycle Users Group 19.5 15.0

Health Club/Gym 17.0 4.1

Cycle Racing Club 11.6 10.4

Other cycling groups/clubs 11.6 25.0

Bike Shop Ride 9.2 4.1

Special Interest Club 7.5 15.0

NB. Percentages do not total 100% due to multiple responses

Respondents were asked to indicate their level of agreement with a range of statements related to cycling, from strongly disagree (1) to strongly agree (5). Using this five-point Likert Scale, mean scores were then calculated. As can be seen in Figure 2 and Table 10, cycling is very important to respondents (4.61), who find it both enjoyable (4.52) and satisfying (4.42). Respondents also see cycling as a way of dealing with stress (4.17). A more detailed breakdown of respondents’ level of agreement with these statements is provided in Table 11. These questions were used to cluster respondents into specific segments based on their similar responses to these questions. This is discussed in more detail later in the report.


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Figure 2: Cycling statement mean scores

Table 10: Cycling statement mean scores

Mean score Attitude Statement Major survey

n=529-533 Minor survey

n=48 Cycling is important to me 4.61 4.52

Cycling is one of the most enjoyable things that I do 4.52 4.38

Cycling is one of the most satisfying things that I do 4.42 4.27

Cycling offers me relaxation when pressures build up 4.17 3.92

I enjoy discussing cycling with my friends 3.89 3.75

When I am cycling I can really be myself 3.60 3.60

I find a lot of my life is organised around cycling 3.47 3.08

Cycling says a lot about who I am 3.42 3.04

You can tell a lot about a person when you go cycling with them 3.37 3.19

When I am cycling others see me as I want them to 3.09 2.92

Most of my friends are in some way connected to cycling 2.91 2.79

I have little or no interest in cycling 1.24 1.23

1 1.5 2 2.5 3 3.5 4 4.5 5

I have little or no interest in cycling

Most of my friends are in some way connected to cycling

When I am cycling others see me as I want them to

You can tell a lot about a person when you go cycling with them

Cycling says a lot about who I am

I find a lot of my life is organised around cycling

When I am cycling I can really be myself

I enjoy discussing cycling with my friends

Cycling offers me relaxation when pressures build up

Cycling is on of the most satisfying things that I do

Cycling is one of the most enjoyable things that I do

Cycling is important to me

Mean Score

Major survey Minor survey


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Table 11: Agreement to cycling statements (%)

Cycling Statements Survey Strongly disagree

Disagree Neutral Agree Strongly agree

Major 0.6 0.8 3.6 27.8 67.4

Cycling is important to me

Minor 0.0 0.0 6.3 35.4 58.3

Major 0.4 1.1 6.6 31.5 61.0

Cycling is one of the most enjoyable things that I do

Minor 0.0 0.0 6.4 48.9 44.7

Major 0.6 1.9 7.2 35.3 55.0

Cycling is one of the most satisfying things that I do

Minor 2.1 0.0 8.3 47.9 41.7

Major 0.4 1.7 11.1 53.8 33.1

Cycling offers me relaxation when pressures build up

Minor 0.0 2.1 20.8 60.4 16.7

Major 1.5 4.3 17.0 58.3 18.9

I enjoy discussing cycling with my friends

Minor 0.0 8.3 18.8 62.5 10.4

Major 1.31 6.6 38.6 38.0 15.4

When I am cycling I can really be myself

Minor 0.0 12.5 29.2 43.8 14.6

Major 2.8 15.9 28.9 35.8 16.5

I find a lot of my life is organised around cycling

Minor 2.1 33.3 22.9 37.5 4.2

Major 2.6 11.8 37.2 37.2 11.1

Cycling says a lot about who I am Minor 2.1 20.8 58.3 8.3 10.4

Major 2.1 9.6 46.2 34.1 8.1

You can tell a lot about a person when you go cycling with them

Minor 0.0 20.8 45.8 27.1 6.3

Major 3.4 13.7 57.3 22.0 3.6

When I am cycling others see me as I want them to

Minor 2.1 27.1 47.9 22.9 0.0

Major 5.8 34.0 30.9 22.3 7.0

Most of my friends are in some way connected to cycling

Minor 2.1 47.9 22.9 22.9 14.6

Major 82.2 13.8 2.5 0.8 0.8

I have little or no interest in cycling Minor 81.3 16.7 0.0 2.1 0.0

Recent Cycling Holidays Almost two-thirds of respondents to the major survey (64%), and 96 per cent of respondents to the minor survey, indicated that they had undertaken a cycle tourism holiday during the past 12 months. Of these respondents (n=342 and n=46) the average number of cycling holidays undertaken during the previous 12 months was 2.4 holidays and 2.1 holidays respectively. Over one-third of respondents (36% and 39%) had been on only one cycle tourism holiday, with slightly fewer respondents (29% and 33%) having been on two cycle tourism holidays in the same period.

Respondents were asked to indicate the main purpose for their last cycle tourism holiday by selecting from

the list provided, with the list including options that also appeared in Roy Morgan research, as well as additional options specifically relevant to cycle tourism. As Table 12 demonstrates, pursuing outdoor activities was the most frequently cited purpose in each of the three surveys, with participating in physically challenging activities also important for at least a fifth of respondents in each of the surveys. The more traditional tourism purpose of seeing other places was important to 21 per cent of respondents to the major survey, but to only a few of the respondents to the minor survey (9%).


11

Table 12: Main purpose of last cycling holiday

Main purpose Major survey

% n=355

Minor survey %

n=48

Roy Morgan data %

n=913 A holiday where I can undertake some active outdoor pursuits 25 28 31

To see different parts of Australia/the world 21 9 N/A A very active holiday where I can pursue physically challenging activities 20

26

21

To participate in a cycling event/competition 18 4 N/A

Short break to escape the grind/normal routine 9 20 27

To watch a cycling event/competition 3 7 N/A

Other purpose 3 2 N/A

A family holiday where I can relax and the kids are occupied 1 4 22

Watch family/friends participating in a cycling event/competition 1 0 N/A NB. Due to rounding of percentages to nearest whole number, percentages do not always total 100. NB. Roy Morgan survey included other purpose options, with respondents choosing more than one option.

Respondents were asked to indicate the importance of a range of motivations for going on their last cycle tourism holiday from not very important (1) to very important (5). Using this five-point Likert Scale, mean scores were then calculated. As can be seen in Figure 3 ‘for the adventure of it’; ‘to help me keep physically fit’ were the motivations receiving the highest mean scores, while ‘to share my skills and knowledge with others’ and ‘it’s sort of an impressive thing to do’ received the lowest scores. Further details regarding the importance of each of these motivations are provided in Table 13.

Figure 3: Motivation for last cycle tourism holiday

1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0

To share my skills and knowledge with others

It's sort of an impressive thing to do

To give me a feeling of confidence in myself

To meet new people

To develop my cycling skills

To show myself I can do it

To experience peace and tranquility

To use my bike/equipment

To be with friends and/or family

Because I think it is a challenge

For relaxation

For a change from everyday life

To see other parts of Australia/the world

To gain an experience I can look back on

Because it is stimulating and exciting

To help me keep physically fit

For the adventure of it

Mean scores

Cycle tourism survey (n=348-355) cycle tourist survey (n=46)


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Table 13: Motivations for last cycling holiday

Survey NA Not very important

Not important Neutral Important Very

important Major 0.6 1.1 0.8 3.1 47.6 46.7

For the adventure of it Minor 0.0 2.2 2.2 6.5 60.9 28.3

Major 1.1 0.8 2.3 5.4 46.2 44.2 To help me keep physically fit

Minor 0.0 2.2 4.3 8.7 52.2 32.6

Major 0.3 0.6 1.1 8.3 52.3 37.4 Because it is stimulating and exciting Minor 0.0 2.2 2.2 10.9 52.2 32.6

Major 1.1 1.4 2.3 7.9 42.8 44.5 To gain an experience I can look back on Minor 0.0 0.0 6.5 8.7 56.5 28.3

Major 1.7 1.4 3.4 8.2 37.7 47.6 To see other parts of Australia/the world Minor 0.0 4.4 2.2 17.8 35.6 40.0

Major 0.8 1.4 3.7 12.1 43.8 38.1 For a change from everyday life Minor 0..0 10.9 0.0 8.7 37.0 43.5

Major 0.3 1.1 4.6 16.3 41.0 36.7 For relaxation

Minor 0.0 8.7 2.2 17.4 37.1 32.6

Major 0.6 2.0 4.0 15.5 47.1 30.7 Because I think it is a challenge Minor 0.0 8.7 4.3 4.3 43.5 39.1

Major 0.6 2.0 4.0 15.5 47.1 30.7 To be with friends and/or family Minor 0.0 10.9 2.2 8.7 50.0 28.3

Major 0.3 4.0 8.5 23.5 39.1 24.6 To use my bike/equipment

Minor 2.2 8.7 15.2 26.1 34.8 13.0

Major 1.1 3.1 10.1 25.1 34.6 25.9 To experience peace and tranquility Minor 0.0 8.7 4.3 8.7 47.8 30.4

Major 1.1 7.4 13.0 19.5 37.4 21.5 To show myself I can do it

Minor 2.2 13.0 15.2 17.4 32.6 19.6

Major 0.6 5.7 13.7 29.3 35.0 15.7 To develop my cycling skills

Minor 0.0 15.6 13.3 24.4 31.1 15.6

Major 1.1 4.5 14.2 29.7 39.9 10.5 To meet new people

Minor 2.2 13.0 19.6 39.1 23.9 2.2

Major 3.7 7.4 18.5 24.1 30.7 15.6 To give me a feeling of confidence in myself Minor 4.3 13.0 19.6 21.7 30.4 10.9

Major 2.8 13.1 21.1 31.6 23.6 7.7 It's sort of an impressive thing to do Minor 0.0 31.1 20.0 17.8 31.1 0.0

Major 3.4 11.1 22.8 41.6 16.2 4.8 To share my skills and knowledge with others Minor 4.3 23.9 30.4 26.1 15.2 0.0

Approximately one-fifth (19%) of respondents went to an overseas destination for their last cycle tourism

holiday, with South Australia (28%) and Victoria (27%) being the most frequently visited Australian destinations (see Figure 4). However due to the methodology used in this research, the origin of respondents may have reflected the destinations chosen. Therefore, Table 14 provides both details of the destination for respondents last cycle tourism holiday, as well as the proportion of respondents residing from that destination who chose this survey answer. The data indicates that South Australian and New South Wales respondents were more likely to travel intrastate compared with respondents from Victoria, Queensland and Tasmania, where only 26.6% of Victorians, 20.7% of Queenslanders and no Tasmanians indicating travelling intrastate on their last cycle tourism trip. This is compared with nearly 65 per cent of the South Australian and 71 per cent of the New South Wales sample. Furthermore, the two States with the largest percentage of overseas cycle tourism holidays were New South Wales (31.3%) and South Australia (29.9%).


13

0

10

20

30

40

50

60

SouthAustralia

Victoria NSW Overseas Queensland WesternAustralia

Tasmania ACT NorthernTerritory

Holiday destination

Per c

ent

Major survey (n=359) Minor survey (n=46) Figure 4: Holiday destinations during last cycle tourism holiday

Table 14: Origin of visitors to each destination

Destination (%) SA

n=96 NSW n=73

VIC n=94

WA n=18

QLD n=29

TAS n=14

ACT n=10

NT n=3

O'seas n=67

SA 64.6 4.1 26.6 27.8 24.1 28.6 2.0 33.3 29.9

NSW 11.5 71.2 23.4 27.8 34.5 21.4 50.0 0.0 31.3

VIC 11.5 4.1 26.6 5.6 6.9 21.4 20.0 33.3 10.4

WA 1.0 0.0 2.1 22.2 3.4 7.1 0.0 0.0 3.0

QLD 5.2 1.4 1.1 0.0 20.7 14.3 0.0 0.0 6.0

ACT 5.2 17.8 20.2 0.0 3.4 7.1 10.0 0.0 14.9

NT 0.0 1.4 0.0 11.1 6.9 0.0 0.0 33.3 1.5

Ori

gin

(%)

Other 1.0 0.0 0.0 5.6 0.0 0.0 0.0 0.0 3.0

The average length of last cycling holidays was 13.4 days (n=354), slightly less than the 16 nights reported

by Roy Morgan (2005). Of those holidays that included a non-cycling component (n=298), respondents indicated that 63 per cent of their holiday was cycling-related.

While on their cycle tourism holiday respondents also participated in a wide range of non-cycling activities. Table 15 provides an indication of these activities, with respondents having selected as many of the given activities as applicable. Of the ‘other’ activities respondents specified, general tourism and sight-seeing activities were frequently cited, as well as visiting friends and family. This data is slightly different to that discovered by the Roy Morgan study (2005) which suggested that 29 per cent visited restaurants or consumed food/wine, while 31 per cent visited national parks/forests and 35 per cent went shopping.


14

Table 15: Activities other than cycling

Activities Major survey

% n=359

Minor survey %

N=48 Ate at a restaurant 76.9 81.3

Visited national park 46.8 45.8

Shopped for non essential items 43.7 37.5

Hiking/bush walking 42.6 58.3

Visited a winery 36.5 47.9

Visited a museum/gallery 35.1 25.0

Swimming 31.2 45.8

Other activities 22.0 20.8

Other sports/physical activities 19.2 14.6

Attended a show/performance 12.5 6.3

Went to the movies 12.3 10.4

Visited zoo or aquarium 7.0 6.3

Visited a theme park 1.9 0.0 During respondents’ last cycling holiday they participated in a range of on-road and off-road cycling

activities, generally not limiting themselves to one type of cycling activity during their holiday. These activities are outlined in Table 15 and indicate the respondents predominantly organise their own cycling holidays, with 50 per cent of respondents to the major survey (and 44% of respondents to the minor survey) having participated in on-road activities and 38 per cent (72% of the minor survey respondents) in off-road activities they had organised themselves. Cycling events are also popular with respondents to the major survey, with 31 per cent having participated in an on-road cycling event. However, very few respondents to the minor survey (6.5%) participated in such activities.

Table 16: On and off-road cycling activities during last cycling holiday

Cycling activities

Major survey %

n=359

Minor survey %

n=46

On-road Off-road On-road Off-road

Independently organised cycling 50.4 37.6 43.5 71.7

Event organised on road cycling 30.6 8.6 6.5 2.2

Incidental on road cycling 19.2 11.7 8.7 19.6

Spectating/support on road cycling 11.1 0.0 6.5 6.5

Competitor on road cycling 10.3 3.6 6.5 2.2

Tour operator organised on road cycling 8.9 3.4 0.0 2.2

Other on road cycling 1.4 0.9 2.2 2.2

While on their last holiday respondents (n=354) were most likely to have ridden their own bike (87%), with

others hiring (9%) or borrowing a bike (2%). For the remaining respondents, bikes were sourced through a range of sources, including being provided as part of a tour.

Respondents were most likely to have travelled with a partner (31% of respondents to major survey and 42%

for the minor survey) or with a friend or small group of friends (24% for both surveys). Further details of travelling group composition are provided in Table 17.


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Table 17: Travelling group composition

Group composition % n=357

% N=45

With a partner/as a couple 30.8 42.2

With a friend or small group of friends 24.1 24.4

Travelled by myself 13.7 4.4

With other family or family and friends 9.0 8.9

As a family with children 7.8 11.1

With cycling club members 7.0 2.2

With a tour group 4.2 2.2

Other group make-up 3.4 2.4

Consistent with the group compositions outlined in Table 17, the most frequently nominated group size was two people (38%), followed by four people (10%). As also indicated in the group composition during their last cycle tourism holiday, 14 per cent of respondents travelled alone. These figures are quite different for respondents to the minor survey, where over half of the respondents (53%) travelled with one other person, and only 4 per cent travelled alone (see Table 18). The results from the major survey are comparable with the Roy Morgan study (2005), which found 18 per cent were likely to travel alone compared to 11 per cent of all domestic visitors.

Table 18: Group size

Group size % n=357

% n=45

Travelled alone 13.7 4.4

2 people 38.1 53.3

3 people 7.8 2.2

4 people 10.1 11.1

5 people 6.2 2.2

6 people 5.3 8.9

7 people 2.8 0.0

8 people 2.5 2.2

9 people 0.8 4.4

10 people 0.8 8.9

Between 10 and 19 people 5.6 0.0



Greater than 100 people 1.1 2.2

unspecified/varied 0.8 0.0 During their last holiday respondents stayed in a variety of accommodation and often more than one type of

accommodation was used during their trip. The accommodation listed in the survey was consistent with accommodation choices provided in the Roy Morgan data, with comparisons provided in Table 19. The most frequently nominated accommodation by respondents to both the major and minor surveys was a tent/camping (41% and 42% respectively), followed by standard hotel/motel (38% and 36% respectively). These responses are quite different to the Roy Morgan data, where the most popular accommodation was the home of a friend or relative (44%). However readers should remember that the majority of responses to the major survey were from bicycle associations membership lists, quite different to Roy Morgan sampling procedures.


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Table 19: Accommodation Type

Accommodation type Major survey

% n=359

Minor survey %

N=45

Roy Morgan data %

N=916 Tent/camping 41 42 19

Standard hotel/motel/resort 38 36 18

Cabin 20 22 11

Friends/relative's home 19 20 44

Youth hostel/backpackers 12 24 9

B&B/host farm 11 13 6

Rented fully self-contained flat/unit 9 9 14

4 star hotel or resort 8 7 10

Caravan/motorhome 6 4 9

Other 4 2 3

Rented house 4 2 5

Rented serviced apartment 3 2 4

Own holiday house/flat 1 2 7

Luxury hotel or resort 5 star 1 0 6 * Respondents could select more than one accommodation option so percentages total greater than 100. As Roy Morgan data was provided in whole numbers, survey data has also been presented this way in this table.

In planning their last cycling holiday, respondents to the major survey utilised a range of information

sources, with over half (53%) using the internet in planning their holiday (42% of respondents to minor survey). Previous experience (35% and 47% respectively) and word of mouth through friends and family (33% and 42%) were also important sources of information (Table 20). Notably, while 37 per cent of respondents to the major survey relied on cycling clubs or organisations for information, only 16 per cent of respondents to the minor survey used this source for information in planning their previous cycle tourism holiday. This discrepancy is consistent with both membership figure (see Table 9) and the method of distribution for each survey type.

Table 20: Information source for last holiday

Information source for last trip Major survey

% n=359

Minor survey %

n=45

Roy Morgan data %

n=916 Internet 53 42 17

Cycling club/organisation 37 16 N/A

I had been there before 35 47 29

Friends and/or family 33 42 25

Brochures 23 29 10

Travel or guide books 23 27 13

State tourism authority or government travel centre 13 18 5

Other information source 11 14 7

Newspaper or magazines 8 7 7

Tour operator 5 2 4

Travel Agent 3 0 16

TV or radio 1 0 5

Airline 1 0 5

Motoring Club N/A N/A 5

Loyalty Program N/A N/A 2 * Respondents could select more than one accommodation option so percentages total greater than 100. As Roy Morgan data was provided in whole numbers, survey data has also been presented this way in this table.


17

Respondents were asked to indicate how much they spent, in total, during their last cycle tourism holiday, and how many people this expenditure covered. Respondents spent an average of $2,289.13 each ($2,148.11 for respondents to the minor survey), with this expenditure covering an average of 1.9 people (2.3 people for respondents of the minor survey). Based on this data it can be estimated that each cycle tourist spends an average of $1,231.54 during their cycle tourism holiday ($920.62 for respondents of the minor survey). This compares favourably to Roy Morgan data, which indicated an average trip spend of $1,944.40 per cycle tourist surveyed, and Ritchie and Hall (1999) who indicated NZ$3,021 per touring cycle tourist trip in the South Island of New Zealand. The spending is for an average of 13.4 days.

Table 21: Expenditure

Major survey n=353

Minor survey n=45

Average expenditure per respondent $2,289.13 $2,148.11

Average number of people covered by expenditure 1.9 people 2.3 people

Average expenditure per cycle tourist $1,231.54 $920.62

Holiday Intentions This section of the report presents data from those respondents from the major survey who indicated that they are currently planning a cycle tourism holiday (68% of the sample). Questions in this section included types of holidays planned, and the importance of a range of destination attributes for cycle tourism.

In order to give respondents the opportunity to share details of their future cycle tourism trips, respondents were asked to provide information about months until they depart, the type of holiday, the road surface upon which they would ride, and the destination for the trip. These details are provided in Table 22 and illustrate that, of those respondents planning cycle tourism holidays, the first of these holidays is most likely to be taken within three months of completing the survey (56%); to be independently organised (55%); primarily utilising sealed roads (55%); and involve interstate travel (38%). However when examining respondents second or third holiday choice, the intention to travel overseas rises (29.6% of their second holiday and 25.9% of their third) and is linked to a longer period of time until departure.

Fewer respondents were planning second and third holidays, but of those that were preferences were similar

to the first holiday, apart from the timing of the holiday, with these holidays most likely to take place between the 6 to 12 month period following completion of this project’s survey (36% and 46%).

Due to the small sample size of the minor survey, data for future holidays is not provided.


18

Table 22: Planned cycle tourism holidays

Holiday 1 Holiday 2 Holiday 3

% % %

(a) Months until departure n=280 n=188 n=85 < 3 months 56.4 20.2 12.9

3-6 months 20.4 29.3 14.1

6-12 months 15.4 36.2 45.9

12-18 months 4.3 9.6 12.9

> 18 months 3.6 4.8 14.1

Total 100.0 100.0 100.0

(b) Holiday type n=281 n=188 n=85 independently organised 55.2 51.1 50.6

event organised 25.6 26.6 25.9

tour operator organised 7.1 9.6 4.7

spectator/support 2.9 2.1 2.4

Competitor 6.1 7.5 16.5

Incidental recreation 2.5 3.2 0.0

Other 0.7 0.0 0.0

Total 100.0 100.0 100.0

(c) Road surface n=281 n=188 n=85 Sealed roads 54.5 57.5 63.5

Unsealed road and tracks 17.8 14.4 11.8

Both sealed and unsealed 27.8 28.2 24.7

Total 100.0 100.0 100.0

(d) Destination n=280 n=186 n=85 overseas 20.4 29.6 25.9

interstate 37.9 41.4 38.8

intrastate 34.3 23.7 23.5

inter and intrastate 7.5 5.4 11.8

Total 100.0 100.0 100.0 In planning a cycle tourism holiday and when choosing the destination of that holiday, respondents take into

account a range of destination attributes. Respondents were provided with a list of 31 attributes, which they then rated using a 5-point Likert scale, from not at all important (1) to very important (5). A ‘not applicable’ option was also provided. Table 23 and Figure 5 provide the mean scores of each attribute while a detailed breakdown of responses is provided in Table 24. As can be seen by the data presented, respondents to the major survey rated scenery as the most important attribute in a cycle tourism destination (4.15), closely followed by safe drinking water (4.05), bike-friendly accommodation (4.04), safety (4.02) and the quality of roads and trails (4.01). The availability of bikes for hire (1.98) and guided tours (2.20) were least important to respondents when deciding on a cycle tourism destination. Interestingly, respondents to the minor survey rated attributes in the same order.


19

Table 23: Destination attributes mean scores

Mean score Destination Attribute Major survey

n=276-281 Minor survey

n=29 Attractive Scenery 4.15 4.34

Safe drinking water 4.05 4.07

Bike-friendly accommodation 4.04 3.93

Safety 4.02 3.90

Quality of Roads/trails 4.01 3.79

Importance maps and brochures for cyclists 3.90 3.79

Importance weather/climate 3.89 3.72

Bike-friendly eateries 3.87 3.66

Importance ease of access to destination 3.83 3.62

Importance socialising with like minded people 3.70 3.62

Importance attractions/experiences not related to cycling 3.66 3.59

Cleanliness of toilets 3.60 3.52

Signage 3.60 3.48

Availability of toilets 3.53 3.28

Range of accommodation 3.47 3.17

Availability of bike stores/services 3.43 3.14

Opportunity to meet other cyclists 3.38 3.10

Serenity 3.35 3.10

Bicycle transport to destination 3.25 3.10

Camping grounds 3.25 3.10

Challenging gradients 3.24 3.03

Visitor information centres 3.13 2.90

Bicycle transport at destination 3.09 2.86

Availability of public transport 2.93 2.86

Parking 2.92 2.79

Isolation 2.85 2.76

Lack of other people 2.75 2.66

Gentle gradients 2.65 2.59 See international cyclists 2.23 1.93

Guided tours 2.20 1.90

Bikes for hire 1.98 1.62


20

Figure 5: Destination Attribute Mean Scores

1 1.5 2 2.5 3 3.5 4 4.5 5

Bikes for hire

See international cyclists

Lack of other people

Parking

Bicycle transport at destination

Challenging gradients

Camping grounds

Opportunity to meet other cyclists

Range of accommodation

Cleanliness of toilets

Importance attractions/experiences not related to cycling

Importance ease of access to destination

Importance weather/climate

Quality of Roads/trails

Bike-friendly accommodation

Attractive Scenery

Mean Score

Major Survey Minor survey


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Table 24: Importance of cycle tourism destination attributes (%)

Destination attribute NA Not at all important

Not very important Neutral Important Very

Important Major 0.7 1.4 2.9 7.2 52.2 35.6

Attractive scenery Minor 0.0 0.0 0.0 3.4 58.6 37.9

Major 2.5 3.9 4.3 9.3 35.2 44.8 Safe drinking water

Minor 3.4 6.9 13.8 13.8 24.1 37.9

Major 1.1 2.8 4.3 11.7 42.9 37.2 Bike-friendly accommodation Minor 3.4 3.4 6.9 6.9 44.8 34.5

Major 1.1 2.2 3.6 15.8 41.6 35.8 Safety

Minor 0.0 6.9 6.9 20.7 37.9 27.6

Major 0.7 1.8 5.3 11.0 50.2 31.0 Quality of roads/trails

Minor 0.0 3.4 3.4 6.9 55.2 31.0

Major 1.4 8.9 14.6 32.5 35.4 7.1 Maps and brochures for cyclist Minor 3.4 6.9 3.4 3.4 58.6 24.1

Major 1.8 1.8 4.3 14.3 53.9 23.9 Weather/climate

Minor 0.0 0.0 6.9 13.8 58.6 20.7

Major 1.8 3.9 7.4 11.0 44.0 31.9 Bike-friendly bakeries/cafes/eateries Minor 3.4 6.9 13.8 3.8 48.3 24.1

Major 0.4 1.8 6.0 18.9 52.7 20.3 Ease of access to destination Minor 0.0 6.9 6.9 24.1 41.4 20.7

Major 0.7 3.9 8.6 21.4 41.8 23.6 Socialising with like-minded people Minor 0.0 17.2 13.8 20.7 34.5 13.8

Major 1.1 5.4 4.0 11.2 49.3 29.1 Attractions/experiences not related to cycling Minor 0.0 3.4 10.3 10.3 55.2 20.7

Major 1.1 5.4 9.3 21.4 42.1 20.7 Cleanliness of toilets

Minor 3.4 3.4 10.3 41.4 27.6 13.8

Major 1.4 6.4 11.4 16.7 39.5 24.6 Signage

Minor 3.4 13.8 3.4 20.7 27.6 31.0

Major 0.7 4.3 11.7 25.9 39.7 17.7 Availability of toilets

Minor 3.4 10.3 6.9 44.8 20.7 13.8

Major 2.2 4.7 11.2 26.7 36.5 18.8 Range of accommodation Minor 3.4 3.4 13.8 17.2 41.4 20.7

Major 1.1 4.3 11.4 30.6 39.5 13.2 Availability of bike stores/services Minor 3.4 3.4 17.2 31.0 44.8 0.0

Major 0.4 5.7 12.2 29.0 42.7 10.0 The opportunity to meet other cyclists Minor 0.0 6.9 20.7 41.4 24.1 6.9

Major 1.1 7.9 11.5 28.1 37.8 13.7 Serenity

Minor 0.0 10.3 3.4 13.8 55.2 17.2

Major 4.4 10.5 11.3 22.9 31.6 19.3 Bicycle transport to the destination Minor 0.0 13.8 20.7 24.1 24.1 17.2

Major 4.3 11.8 12.1 17.5 35.4 18.9 Camping grounds

Minor 6.9 10.3 13.8 17.2 31.0 20.7

Major 0.4 7.9 11.5 38.1 32.0 10.1 Challenging gradients

Minor 3.4 10.3 31.0 20.7 31.0 3.4

Major 1.4 8.9 14.6 32.5 35.4 7.1 Visitor Information Centres Minor 3.4 10.3 13.8 48.3 24.1 0.0

Major 5.4 11.2 12.3 28.6 25.0 17.4 Bicycle transport at the destination Minor 0.0 13.8 20.7 34.5 27.6 3.4

Major 2.8 14.6 16.0 32.0 22.4 12.1 Availability of public transport Minor 3.4 17.2 24.1 31.0 13.8 10.3

Major 2.5 14.6 16.4 30.0 27.9 8.6 Parking

Minor 6.9 17.2 13.8 37.9 20.7 3.4


22

Destination attribute NA Not at all

important Not very

important Neutral Important Very Important

Major 1.1 11.4 22.4 38.1 20.3 6.8 Isolation

Minor 0.0 17.2 10.3 24.1 41.4 6.9

Major 0.4 7.9 11.5 38.1 32.0 10.1 Lack of other people

Minor 0.0 13.8 20.7 31.0 31.0 3.4

Major 0.7 17.9 28.0 28.3 19.4 5.7 Gentle gradients

Minor 0.0 14.3 35.7 14.3 21.4 14.3

Major 10.4 26.9 19.0 26.2 8.2 9.3 See international cyclists compete in an event or race Minor 16.3 44.8 24.1 13.8 6.9 0.0

Major 3.9 29.6 23.9 29.6 10.7 2.1 Guided tours

Minor 3.4 41.4 31.0 10.3 10.3 3.4

Major 6.8 37.1 23.9 20.0 7.9 4.3 Bikes for hire

Minor 6.9 44.8 17.2 13.8 17.2 0.0

Perceptions of South Australia as a Cycling Destination Over half the respondents (55%) indicated that they had been on a cycling holiday in South Australia. Of those respondents that had been on a cycling holiday in South Australia (n=167) the majority (59%) rated their experience in South Australia ‘about the same’ as other cycling destinations, while over a third (35%) felt their experiences were better than other destinations. The remaining respondents indicated that their experience in South Australia was worse than they had experienced in other cycling destinations.

Regardless of whether respondents had travelled to South Australia on a cycle tourism holiday or not, they

were asked to list up to three words or phrases that came to mind when thinking of South Australia as a cycle tourism destination. A full list of respondents’ words and phrases is provided at Appendix B. Generally the words and phrases highlighted positive aspects about South Australia as a cycle tourism destination, with a number of major themes coming through, including:

• scenery and landscape • quality of roads and trails • availability and variety of trails • wineries and wine regions • cycling events, such as the Tour Down Under • hot and dry climate • landmarks and iconic destinations.

Respondents were also asked to select from a range of given events and destinations, which destinations or

events they think would offer the best opportunities for cycle tourism with regard to specific attributes. It was acknowledged that respondents would not have visited all destinations or events, so respondents were asked to base their answers on their impressions and opinions.

As illustrated in Table 25, there were 17 events or destinations to choose from for 11 attributes, including

overall cycle tourism experience. Destinations and events have been listed according to the percentages received for this attribute, with over a quarter of respondents (26%) choosing Europe overall as the best cycle tourism destination, followed by South Australia’s Tour Down Under event (17%). Although the small sample size for this particular question in the minor survey (n=29) dictates that the data be treated with caution, responses have been included for comparison with the major survey responses.

Europe as a cycle tourism destination received the highest response for having in respondents’ opinion, the

best destination for bike friendly transport and cafés and rated highly for accommodation, road/trail networks and cycling events. The Murray to the Mountains in Victoria, rated the highest for a road/trail network, while the Snowy Mountains region was identified as having the best fresh air. South Australia locations received the highest ratings with respect to the Riesling Trail for safety, the Flinders Ranges for climate/weather, the natural environment and off-road trails. The Barossa Valley scored the highest for accommodation. Interestingly, the Hunter Valley region (which has recently developed a cycle tourism strategy document), was rated third highest with respect to climate/weather but lower on all other attributes.

CYC

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23

Tab

le 2

5: P

erce

ptio

ns o

f cyc

le to

uris

m d

estin

atio

ns

B

ike

frie

ndly

pu

blic

tran

spor

t Sa

fety

C

limat

e/

wea

ther

N

atur

al

envi

ronm

ent

Fres

h ai

r A

ccom

mod

atio

n B

ike

frie

ndly

ca

fes

Off

-roa

d tr

ails

R

oad/

trai

l ne

twor

ks

Cyc

ling

even

ts

Ove

rall

cycl

e to

uris

m e

xp

Des

tinat

ion

n=45

4 n=

29

n=45

7 n=

29

n=46

1 n=

29

n=46

8 n=

29

n=47

4 n=

29

n=45

5 n=

29

n=44

7 n=

29

n=45

3 n=

29

n=45

6 n=

29

n=45

4 n=

29

n=45

5 n=

29

Euro

pe

32.2

33

.3

17.7

16

.2

6.7

5.3

3.2

4.8

0.6

0.0

14.1

13

.5

19.2

24

.3

2.6

2.6

16.9

18

.4

20.3

18

.4

25.9

28

.9

Tour

dow

n U

nder

Ev

ent S

A

14.1

8.

3 14

.2

2.7

9.5

.0.

3.0

0.0

2.7

0.0

7.7

5.4

12.3

10

.8

2.0

0.0

4.2

5.3

45.2

50

.0

17.4

2.

6

New

Zea

land

4.

6 5.

6 4.

2 5.

4 3.

5 5.

3 13

.0

2.4

11.8

4.

8 7.

5 5.

4 3.

4 0.

0 9.

7 5.

1 4.

4 0.

0 1.

1 2.

6 8.

1 7.

9 M

urra

y to

Mou

ntai

ns

Vic

5.

1 22

.2

10.5

21

.6

5.4

15.8

2.

8 2.

4 3.

6 4.

8 6.

4 13

.5

7.4

16.2

6.

8 12

.8

18.9

39

.5

0.9

0.0

6.2

5.3

Oth

er d

estin

atio

ns

7.7

2.8

3.9

2.7

4.1

0.0

3.8

4.8

3.4

4.8

5.5

2.7

6.9

2.7

7.1

7.7

7.2

7.9

6.2

2.6

5.7

2.6

Snow

y M

ount

ains

N

SW &

Vic

2.

0 0.

0 2.

2 2.

7 8.

9 7.

9 16

.5

26.2

23

.6

33.3

2.

4 13

.5

1.6

0.0

14.8

23

.1

4.4

5.3

1.1

0.0

5.5

13.2

Rie

slin

g Tr

ail,

SA

3.5

5.6

19.0

29

.7

9.1

5.3

2.8

4.8

4.2

2.4

10.3

8.

1 9.

2 10

.8

5.5

12.8

13

.2

2.6

1.1

2.6

4.8

13.2

Flin

ders

Ran

ges S

A

2.9

2.8

5.3

0.0

11.5

13

.2

26.7

38

.1

18.1

21

.4

4.2

5.4

1.3

0.0

23.8

17

.9

7.7

2.6

1.1

0.0

4.6

10.5

Gre

at O

cean

Roa

d V

ic

3.3

2.8

1.1

2.7

3.9

13.2

12

.6

4.8

13.9

11

.9

6.4

2.7

3.4

5.4

0.4

0.0

0.0

0.0

1.5

2.6

4.4

2.6

Nor

th A

mer

ica

3.1

2.8

0.4

0.0

2.0

5.3

0.9

2.4

0.8

2.4

1.5

2.7

1.1

0.0

4.9

0.0

3.7

0.0

1.3

2.6

4.0

0.0

Bar

ossa

Val

ley

SA

3.1

8.3

4.2

2.7

10.6

7.

9 2.

8 2.

4 3.

4 0.

0 17

.6

16.2

15

.7

13.5

0.

7 0.

0 2.

4 2.

6 0.

7 0.

0 2.

4 0.

0

Coa

st to

Coa

st S

A

4.8

0.0

3.9

2.7

7.2

7.9

3.8

7.1

5.9

7.1

2.0

2.7

4.5

0.0

1.1

2.6

2.9

7.9

3.1

5.3

2.9

5.3

Brin

dabe

lla C

halle

nge

Even

t AC

T 5.

3 5.

6 3.

9 8.

1 2.

2 0.

0 1.

3 0.

0 1.

3 2.

4 2.

9 2.

7 3.

6 10

.8

5.5

10.3

3.

3 7.

9 9.

7 10

.5

2.2

0.0

Sea

to V

ines

Eve

nt S

A

3.7

0.0

2.6

0.0

4.6

2.6

1.5

0.0

3.0

0.0

1.8

2.7

2.9

0.0

0.4

0.0

1.8

0.0

4.2

2.6

2.2

2.6

Asi

a 1.

3 0.

0 0.

9 0.

0 1.

5 0.

0 0.

4 0.

0 0.

0 0.

0 2.

4 0.

0 1.

1 0.

0 0.

4 0.

0 0.

0 0.

0 0.

2 0.

0 2.

0 5.

3

Hun

ter V

alle

y, N

SW

2.6

0.0

4.4

0.0

8.0

5.3

1.1

0.0

1.3

0.0

6.8

2.7

4.7

5.4

1.5

2.6

2.0

0.0

1.3

0.0

1.1

0.0

Mel

rose

Tra

il SA

0.

7 0.

0 1.

5 2.

7 1.

3 5.

3 3.

8 0.

0 2.

3 4.

8 0.

7 0.

0 1.

8 0.

0 12

.6

2.6

4.4

0.0

1.1

0.0

0.7

0.0


23

Cycle Tourist Segmentation This section of the report outlines the results from the cluster analysis to produce distinct segments based on respondents to the major survey. To segment the cycle tourism data the concept of enduring involvement was used, which included respondents attitudes toward cycling (including how central it is to their lifestyle and self expression as well as the importance and enjoyment received from cycling). These questions from the main survey are located in Appendix A. The analysis showed a five cluster solution was the most appropriate to use. Cluster membership was then used to run statistical analysis comparing the five segments and their respective:

• socio-demographics and cycling experience and behaviour • cycling holiday propensity, behaviour and motives • preferred destination attributes • past travel to South Australia and perceptions of South Australia as a cycle tourism destination.

Table 26 presents the five clusters and summarises their responses to this analysis. All differences outlined in

the table are statistically significant to the 0.05 significance level. Only those that are statistically different are presented in the table, which indicate that many of the responses were similar across the clusters. The differences between the segments have been summarised in the table (using terms highest, lowest, higher, lower) to aid and simplify interpretation. The remainder of this section discusses the key characteristics and differences of each of the segments.

Cluster 1 – Active Socialisers This group which makes up a quarter of respondents (25.9%), consists of male and female experienced cyclists in the middle age groups (30-59 years of age), who ride regularly and have been doing so for many years. Their commitment to cycling is demonstrated by both attitudinal and behavioural characteristics: their long-term involvement; their likelihood of subscribing to a cycling magazine; and their strong sense of identification with cycling activities and other cyclists.

The active socialisers are keen cycle tourists who are likely to have been on both overseas and/or Australian

independent cycling holidays during the previous 12 months as well as having participated and/or watched cycling events.

Personal endeavour appears to be an important motivating factor when active socialisers are deciding to

undertake a cycle tourism trip, with ‘to gain confidence’; ‘to show myself I can do it’; ‘for stimulation and excitement’; and ‘for adventure’ all being important motivators. Similarly, the inclusion of challenging gradients is seen by this group as an important destination attribute.

The social aspects of cycling are important to the active socialisers, with a high level of agreement with the

statements ‘most of my friends are in some way connected to cycling’ and ‘I enjoy discussing cycling with my friends’. When choosing a cycle tourism destination, active socialisers also indicated that socialising with like-minded people and seeing international cyclists was an important destination attribute. They also require some destination product such as signage, bike hire and services as well as a range of accommodation. This group appears to be conscious about cycling equipment, gear and discussing cycling with like-minded people.

Members of this cluster are also more likely to have been to South Australia on a cycle tourism holiday and

rated South Australia highly on providing natural environment and bike-friendly accommodation. However, overall they rated South Australia lower compared to other Australian or overseas destinations, which may mean that they are seeking new experiences. This may be in part because the largest proportion of this cluster was from South Australia and a larger proportion of Victorians were also represented in this group.

Cluster 2 – Independent Confident Doers The independent confident doers cluster makes up approximately one-fifth of respondents (20.7%) and consist predominantly of males within the 45-59 year age group. These cyclists indicated their skill level as advanced, and are likely to cycle between one and three times per week.

In many ways the independent and confident doers are similar to the active socialisers: they identify

strongly with cycling and participate in independent cycling holidays, as well as mass participation rides and other events, as either a participant or a spectator.


24

The primary point of difference between the active socialisers and the independent confident doers is in their ratings of motivations for their last cycle tourism trip. While the active socialisers generally rated the listed motivations highly, the opposite was true for the independent confident doers suggesting they are not intrinsically motivated or looking to test their skills or for challenges. In essence they are interested in participating and not competing. In choosing cycle tourism destinations the independent confident doers also indicate a certain level of self-sufficiency, with range of accommodation; signage; availability of bikes for hire, or bike stores and services, as well as availability of toilets, not being important destination attributes. This coupled with their motivations suggests a high level of experience and confidence in themselves, most likely because of their experience levels. Members of this cluster are the most likely of all segments to have been on a cycle tourism holiday to South Australia and perceive bike-friendly accommodation to be better in destinations other than South Australia. Again, this cluster has a higher proportion of South Australian residents and fewer from other states compared to other clusters.

Cluster 3 – Emerging Confidence Seekers The largest group (26.2%) is made up of intermediate riders who cycle between one and three times per week and have been doing so for between 11 and 20 years. There was no significant gender difference in this group, but these cyclists are least likely to be between the ages of 45 and 59 years of age.

This group has been named the emerging confidence seekers cluster as they appear to be beginning to

become more involved in cycling and their high level of agreement with statements such as ‘cycling says a lot about who I am’ indicate a personal identity with cycling. Similarly, while members of this cluster may not have been on a cycle tourism holiday during the previous 12 months, it is more likely that they are planning a cycle tourism holiday compared to the next two clusters.

While members of the emerging confidence seekers cluster have similar intrinsic motivations for their last

cycle tourism holiday to the active socialisers, such as ‘to gain confidence in myself’ and ‘to show myself I can do it’, they do not appear to have the same desire for ‘stimulation and excitement’.

When choosing a cycle tourism destination the importance of availability and cleanliness of toilets, as well as

the availability of bikes for hire, indicates a lower level of independence than the independent confident doers. They are less likely to have visited South Australia and overall perceive South Australia to be less attractive than other Australian or overseas cycling destinations and perceive South Australia as less attractive compared to other destinations on natural environment and for providing bike friendly accommodation.

Cluster 4 – Beginners The beginners are the second smallest cluster (16%) and are likely to be females aged either less than 30 years of age, or over 60 years of age. As the name suggests, this group is largely made up of novice cyclists who do not cycle regularly. This group has a low level of identity with cycling, demonstrated by their low level of agreement with statements related to the centrality of cycling in their lives; the unlikelihood that they would subscribe to a cycling magazine; and the unlikelihood that they have been on a cycle tourism holiday or be planning such a holiday.

However, like the emerging confidence seekers cluster, this group is motivated by personal challenge, with

‘to show myself I can do it’ being rated highly in motivations for their last cycle tourism holiday. They were also less interested in gaining excitement or adventure on their last holiday. Similar to the emerging confidence seekers cluster, the availability of bikes for hire is important when considering a cycle tourism holiday. Although they are the least likely to have visited South Australia for a cycling holiday, they rate it as highest overall of all cycle tourism destinations, and in particular for its natural environment.

Cluster 5 – Uninterested This cluster, uninterested, is the smallest of all clusters (1.9%), which limited the extent of the analysis that were able to be conducted on the group. The uninterested group has many similarities to the beginners, with members of this group most likely to females less than 30 years of age, who are beginner cyclists that do not ride regularly, or have been riding regularly for less than 12 months. As the name suggests, uninterested members had the lowest identity with cycling and were least likely to have been on a cycle tourism holiday, or to be planning one. They have not been to South Australia for a cycle tourism holiday but overall perceive it highly as a cycle tourism destination compared with other destinations in Australia or overseas.

CYC

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25

Tab

le 2

6: C

ycle

Tou

rism

Seg

men

ts a

nd C

hara

cter

istic

s bas

ed o

n C

lust

er A

naly

sis

Act

ive

Soci

alis

ers

n=14

6

(25.

9%)

Inde

pend

ent C

onfid

ent

Doe

rs

n=11

7

(20.

7%)

Em

ergi

ng C

onfid

ence

Se

eker

s n=

148

(2

6.2%

)

Beg

inne

rs

n=92

(1

6.3%

)

Uni

nter

este

d n=

10

(1.9

%)

Dem

ogra

phic

s

30–5

9 yr

s of a

ge

M

ost l

ikel

y to

be

from

SA

an

d m

ore

likel

y to

be

from

V

ic.

45

–59

yrs o

f age

Mor

e lik

ely

to b

e m

ale

M

ost l

ikel

y to

be

from

SA

an

d le

ast l

ikel

y fr

om o

ther

st

ates

Le

ast l

ikel

y to

be

in 4

5–59

yr

age

gro

up

M

ost l

ikel

y to

be

from

N

SW a

nd m

ore

likel

y fr

om

AC

T

M

ore

likel

y to

be

<30

or

>60

yrs o

f age

Mor

e lik

ely

to b

e fe

mal

e

Mos

t lik

ely

to fr

om o

ther

Sa

tes (

Qld

., W

A, T

as.)

<3

0 yr

s of a

ge

M

ore

likel

y to

be

fem

ale

Cyc

ling

expe

rien

ce a

nd

beha

viou

r

A

dvan

ced

C

ycle

4–7

tim

es p

er w

eek

H

ave

been

a re

gula

r cyc

list

> 20

yrs

Mos

t lik

ely

to su

bscr

ibe

to a

cy

clin

g m

agaz

ine

A

dvan

ced

Cyc

le 1

–3 ti

mes

per

wee

k

Hav

e be

en c

yclin

g re

gula

rly

1–10

yrs

, or >

20 y

rs

In

term

edia

te

C

ycle

1–3

tim

es p

er w

eek

R

egul

ar c

yclis

ts 1

1–20

ye

ars

N

ovic

e

Cyc

le <

onc

e a

wee

k

Not

a re

gula

r cyc

list o

r has

be

en c

yclin

g fo

r < 1

yr

U

nlik

ely

to su

bscr

ibe

to a

ru

nnin

g m

agaz

ine

N

ovic

e

Cyc

le <

onc

e a

wee

k

Not

a re

gula

r cyc

list,

or

cycl

ing

for <

1 y

r

Unl

ikel

y to

subs

crib

e to

a

runn

ing

mag

azin

e

Cen

tral

ity

Hig

hest

leve

l of a

gree

men

t with

th

e fo

llow

ing

stat

emen

ts:

C

yclin

g is

impo

rtant

to m

e

Cyc

ling

is o

ne o

f the

mos

t en

joya

ble

thin

gs th

at I

do

C

yclin

g is

one

of t

he m

ost

satis

fyin

g th

ings

that

I do

Cyc

ling

offe

rs m

e re

laxa

tion

whe

n pr

essu

res b

uild

up

I f

ind

a lo

t of m

y lif

e is

or

gani

sed

arou

nd c

yclin

g

I enj

oy d

iscu

ssin

g cy

clin

g w

ith m

y fr

iend

s

Mos

t of m

y fr

iend

s are

in

som

e w

ay c

onne

cted

to

cycl

ing

W

hen

I am

cyc

ling

I can

re

ally

be

mys

elf

Y

ou c

an te

ll a

lot a

bout

a

pers

on w

hen

you

go c

yclin

g w

ith th

em

W

hen

I am

cyc

ling

othe

rs se

e m

e as

I w

ant t

hem

to

C

yclin

g sa

ys a

lot a

bout

who

I a

m

Hig

h le

vel o

f agr

eem

ent w

ith th

e fo

llow

ing

stat

emen

ts:

C

yclin

g is

impo

rtant

to m

e

Cyc

ling

is o

ne o

f the

mos

t en

joya

ble

thin

gs th

at I

do

C

yclin

g is

one

of t

he m

ost

satis

fyin

g th

ings

that

I do

Cyc

ling

offe

rs m

e re

laxa

tion

whe

n pr

essu

res b

uild

up

I f

ind

a lo

t of m

y lif

e is

or

gani

sed

arou

nd c

yclin

g

I enj

oy d

iscu

ssin

g cy

clin

g w

ith m

y fr

iend

s

Mos

t of m

y fr

iend

s are

in

som

e w

ay c

onne

cted

to

cycl

ing

Hig

h le

vel o

f agr

eem

ent w

ith th

e fo

llow

ing

stat

emen

ts:

W

hen

I am

cyc

ling

I can

re

ally

be

mys

elf

Y

ou c

an te

ll a

lot a

bout

a

pers

on w

hen

you

go c

yclin

g w

ith th

em

W

hen

I am

cyc

ling

othe

rs se

e m

e as

I w

ant t

hem

to

C

yclin

g sa

ys a

lot a

bout

who

I a

m

Low

leve

l of a

gree

men

t with

the

follo

win

g st

atem

ents

:

Cyc

ling

is im

porta

nt to

me

C

yclin

g is

one

of t

he m

ost

enjo

yabl

e th

ings

that

I do

Cyc

ling

is o

ne o

f the

mos

t sa

tisfy

ing

thin

gs th

at I

do

C

yclin

g of

fers

me

rela

xatio

n w

hen

pres

sure

s bui

ld u

p

I fin

d a

lot o

f my

life

is

orga

nise

d ar

ound

cyc

ling

I e

njoy

dis

cuss

ing

cycl

ing

with

my

frie

nds

M

ost o

f my

frie

nds a

re in

so

me

way

con

nect

ed to

cy

clin

g

Whe

n I a

m c

yclin

g I c

an

real

ly b

e m

ysel

f

You

can

tell

a lo

t abo

ut a

pe

rson

whe

n yo

u go

cyc

ling

with

them

Whe

n I a

m c

yclin

g ot

hers

see

me

as I

wan

t the

m to

Cyc

ling

says

a lo

t abo

ut w

ho

I am

Low

est l

evel

of a

gree

men

t with

th

e fo

llow

ing

stat

emen

ts:

C

yclin

g is

impo

rtant

to m

e

Cyc

ling

is o

ne o

f the

mos

t en

joya

ble

thin

gs th

at I

do

C

yclin

g is

one

of t

he m

ost

satis

fyin

g th

ings

that

I do

Cyc

ling

offe

rs m

e re

laxa

tion

whe

n pr

essu

res b

uild

up

I f

ind

a lo

t of m

y lif

e is

or

gani

sed

arou

nd c

yclin

g

I enj

oy d

iscu

ssin

g cy

clin

g w

ith m

y fr

iend

s

Mos

t of m

y fr

iend

s are

in

som

e w

ay c

onne

cted

to

cycl

ing

W

hen

I am

cyc

ling

I can

re

ally

be

mys

elf

Y

ou c

an te

ll a

lot a

bout

a

pers

on w

hen

you

go c

yclin

g w

ith th

em

W

hen

I am

cyc

ling

othe

rs se

e m

e as

I w

ant t

hem

to

C

yclin

g sa

ys a

lot a

bout

who

I a

m

CYC

LE T

OU

RISM

AN

D S

OU

TH A

UST

RALI

A D

ESTI

NAT

ION

MAR

KET

ING

26 A

ctiv

e So

cial

iser

s

Inde

pend

ent C

onfid

ent

Doe

rs

Em

ergi

ng C

onfid

ence

Se

eker

s

Beg

inne

rs

U

nint

eres

ted

Cyc

ling

holid

ays

M

ost l

ikel

y to

hav

e be

en o

n a

cycl

e to

uris

m h

olid

ay in

pa

st 1

2 m

ths a

nd b

e pl

anni

ng a

cyc

le to

uris

m

holid

ay

M

ore

likel

y to

hav

e be

en o

n an

ove

rsea

s and

/or

Aus

tralia

n in

depe

nden

t cy

clin

g ho

liday

Mos

t lik

ely

to h

ave

been

on

a m

ass p

artic

ipat

ion

ride

Li

kely

to h

ave

been

a

cycl

ing

even

t spe

ctat

or

M

ost l

ikel

y to

hav

e be

en a

n ev

ent p

artic

ipan

t

M

ore

likel

y to

hav

e be

en

on a

cyc

le to

uris

m h

olid

ay

in p

ast 1

2mth

s and

be

plan

ning

a c

ycle

tour

ism

ho

liday

Mor

e lik

ely

to h

ave

been

on

an o

vers

eas a

nd/o

r A

ustra

lian

inde

pend

ent

cycl

ing

holid

ay

Li

kely

to h

ave

been

on

a m

ass p

artic

ipat

ion

ride

M

ost l

ikel

y to

hav

e be

en a

cy

clin

g ev

ent s

pect

ator

Like

ly to

hav

e be

en a

n ev

ent p

artic

ipan

t

L

ess l

ikel

y to

hav

e be

en o

n a

cycl

e to

uris

m h

olid

ay, b

ut

mor

e lik

ely

to b

e pl

anni

ng

a cy

cle

tour

ism

hol

iday

L

ess l

ikel

y to

hav

e be

en o

n cy

cle

tour

ism

hol

iday

du

ring

past

12

mth

s or

curr

ently

pla

nnin

g on

e.

L

east

like

ly to

hav

e be

en

on a

cyc

le to

uris

m h

olid

ay

or to

be

plan

ning

one

Act

ive

Soci

alis

ers

n=10

9 (7

5% o

f clu

ster

)

Inde

pend

ent C

onfid

ent

Doe

rs

n=86

(7

4% o

f clu

ster

)

Em

ergi

ng C

onfid

ence

Se

eker

s n=

88

(60%

of c

lust

er)

Beg

inne

rs

n=45

(4

9% o

f clu

ster

)

Mot

ivat

ions

for

last

cyc

le

tour

ism

hol

iday

Rat

ed th

e fo

llow

ing

mot

ivat

ions

hig

hly:

To g

ain

conf

iden

ce in

m

ysel

f

For s

timul

atio

n an

d ex

cite

men

t

To sh

are

skill

s &

know

ledg

e

To sh

ow m

ysel

f I c

an d

o it

To

use

my

bike

/equ

ipm

ent

Fo

r adv

entu

re

To

gai

n an

exp

erie

nce

B

ecau

se it

is a

n im

pres

sive

th

ing

to d

o

Rat

ed th

e fo

llow

ing

mot

ivat

ions

low

ly:

To

gai

n co

nfid

ence

in

mys

elf

Fo

r stim

ulat

ion

and

exci

tem

ent

To

shar

e sk

ills &

kn

owle

dge

To

show

mys

elf I

can

do

it

To u

se m

y bi

ke/e

quip

men

t

For a

dven

ture

To g

ain

an e

xper

ienc

e

Bec

ause

it is

an

impr

essi

ve

thin

g to

do

Rat

ed th

e fo

llow

ing

mot

ivat

ions

hig

hly:

To g

ain

conf

iden

ce in

m

ysel

f

To sh

ow m

ysel

f I c

an d

o it

To

use

my

bike

/equ

ipm

ent

Fo

r adv

entu

re

To

gai

n an

exp

erie

nce

B

ecau

se it

is a

n im

pres

sive

th

ing

to d

o R

ated

the

follo

win

g m

otiv

atio

ns lo

wly

:

For s

timul

atio

n an

d ex

cite

men

t

To sh

are

skill

s and

kn

owle

dge

Rat

ed th

e fo

llow

ing

mot

ivat

ions

low

ly:

Fo

r stim

ulat

ion

and

exci

tem

ent

To

shar

e sk

ills a

nd

know

ledg

e

To u

se m

y bi

ke/e

quip

men

t

For a

dven

ture

To g

ain

an e

xper

ienc

e R

ated

thes

e m

otiv

atio

ns

high

ly:

To

show

mys

elf I

can

do

it

** S

ampl

e si

ze to

o sm

all t

o be

in

clud

ed in

this

sect

ion

of

anal

ysis

CYC

LE T

OU

RISM

AN

D S

OU

TH A

UST

RALI

A D

ESTI

NAT

ION

MAR

KET

ING

27 A

ctiv

e So

cial

iser

s

Inde

pend

ent C

onfid

ent

Doe

rs

Em

ergi

ng C

onfid

ence

Se

eker

s

Beg

inne

rs

U

nint

eres

ted

Pref

erre

d de

stin

atio

n at

trib

utes

See

the

follo

win

g as

impo

rtant

:

rang

e of

acc

omm

odat

ion

sign

age

avai

labi

lity

of b

ike

stor

es

and

serv

ices

chal

leng

ing

grad

ient

s

havi

ng b

ikes

ava

ilabl

e fo

r hi

re

op

portu

nity

to se

e in

tern

atio

nal c

yclis

ts

so

cial

isin

g w

ith li

ke m

inde

d pe

ople

Lea

st li

kely

to se

e th

e fo

llow

ing

as im

porta

nt:

ra

nge

of a

ccom

mod

atio

n

sign

age

av

aila

bilit

y of

bik

e st

ores

&

serv

ices

chal

leng

ing

grad

ient

s

avai

labi

lity

of b

ikes

for h

ire

av

aila

bilit

y of

toile

ts

av

aila

bilit

y an

d cl

eanl

ines

s of

toile

ts im

porta

nt

va

lue

avai

labi

lity

of b

ikes

fo

r hire

chal

leng

ing

grad

ient

s and

se

eing

inte

rnat

iona

l cyc

lists

no

t im

porta

nt

so

cial

isin

g w

ith li

ke-m

inde

d pe

ople

not

impo

rtant

valu

e av

aila

bilit

y of

bik

es

for h

ire

ch

alle

ngin

g gr

adie

nts a

nd

seei

ng in

tern

atio

nal c

yclis

ts

not i

mpo

rtant

**

Sam

ple

size

too

smal

l to

be

incl

uded

in th

is se

ctio

n of

an

alys

is

A

ctiv

e So

cial

iser

s

Inde

pend

ent C

onfid

ent

Doe

rs

Em

ergi

ng C

onfid

ence

Se

eker

s

Beg

inne

rs

U

nint

eres

ted

Cyc

le to

uris

m

holid

ay to

SA

an

d pe

rcep

tions

of

SA

com

pare

d to

oth

er

Aus

tral

ian

and

over

seas

de

stin

atio

ns

Mor

e lik

ely

to h

ave

had

a cy

cle

tour

ism

hol

iday

in S

A

Pe

rcei

ved

SA m

ore

posi

tivel

y on

: na

tura

l env

ironm

ent

bi

ke fr

iend

ly

acco

mm

odat

ion

R

ated

SA

low

er o

vera

ll co

mpa

red

to o

ther

Aus

tralia

an

d ov

erse

as

Mos

t lik

ely

to h

ave

had

a cy

cle

tour

ism

hol

iday

in S

A

Pe

rcei

ved

SA le

ss p

ositi

vely

on

: B

ike

frie

ndly

ac

com

mod

atio

n

Rat

ed S

A lo

wer

ove

rall

com

pare

d to

oth

er A

ustra

lia

and

over

seas

Les

s lik

ely

to h

ave

had

a cy

cle

tour

ism

hol

iday

in S

A

Pe

rcei

ved

SA le

ast p

ositi

vely

on

: na

tura

l env

ironm

ent

bi

ke fr

iend

ly

acco

mm

odat

ion

R

ated

SA

low

est o

vera

ll co

mpa

red

to o

ther

Aus

tralia

an

d ov

erse

as

Lea

st li

kely

to h

ave

been

to

SA o

n a

cycl

e to

uris

m h

olid

ay

Pe

rcei

ved

SA m

ore

posi

tivel

y on

: na

tura

l env

ironm

ent

R

ated

SA

hig

hest

ove

rall

com

pare

d to

oth

er A

ustra

lia

and

over

seas

Hav

e no

t bee

n to

SA

on

a cy

cle

tour

ism

hol

iday

Rat

ed S

A h

ighe

r ov

eral

l co

mpa

red

to o

ther

Aus

tralia

an

d ov

erse

as


29

Chapter 4

CONCLUSION AND RECOMMENDATIONS

Cycling and cycle tourism is undergoing growth worldwide providing a niche market opportunity for destinations to leverage this more sustainable tourism product. However there has been a lack of data on the demand for cycling holidays and the characteristics of the market, potentially limiting the effectiveness of marketing and product development initiatives. This project planned an exploratory study to examine the nature of the demand for cycle tourism by asking member of cycling associations (the major survey) and those at key cycle tourism destinations (the minor survey), to complete an online survey outlining the nature of their most recent cycle tourism holiday (including the type of holiday, motivations and travel behaviour). Furthermore, respondents from both surveys were asked to indicate the destination attributes they seek in planning their next cycle tourism holiday. All respondents were asked a series of questions on their perceptions of South Australia as a cycle tourism destination as well as their attitudes toward cycling. Questions on their attitudes toward cycling were used to segment respondents to the major survey into distinct cluster segments.

The results suggest that respondents were generally male with the majority aged between 40 and 54 years of

age, highly educated with university undergraduate or postgraduate degrees and are working in professional occupations or in management with approximately 30 per cent earning combined income of more than $100,000 per annum. Over one third of respondents to both surveys are married/de-facto with children living at home. A major difference in the socio-demographics of respondents was a higher proportion of South Australian residents taking part in the major survey compared to the minor survey. This needs to be considered in interpreting the data.

Over half of respondents classified their cycling skill level as intermediate with more than one third

indicating having advanced skills. Approximately 36 per cent of respondents had between one and ten years of cycling experience compared with 27 per cent of respondents who had more than 20 years cycling experience. Most cycle for fitness, health and recreation and were active cycle tourists (participating in mass participation rides, independent cycle holidays and as an event spectator or participant). Over half subscribe to a cycling magazine and between 27 per cent and 42 per cent from the two survey respondents don’t belong to a cycling club or organisation, while cycling was noted as having high importance to their life.

A total of two-thirds to the major survey had undertaken a cycle tourism holiday in the last 12 months with

both survey respondents indicating preferences for outdoor and active holidays which are adventurous, stimulating, exciting and help to maintain fitness. Approximately 19 per cent went on an overseas cycle holiday, with Victorians the most likely to travel interstate compared with South Australian and New South Wales respondents who were more likely to have undertaken an intrastate holiday.

Over two-thirds (68%) of the major survey respondents indicated they were planning a cycle tourism holiday

in the future, with the majority suggesting a departure within 3 months and over half indicating a independently organised interstate trip using sealed roads. Respondents indicated that the most important destination attributes included scenery, safe drinking water, bike-friendly accommodation, safety, and quality of roads and trails. Over half of respondents indicated having been on a cycling holiday in South Australia; with the majority rating it as the same as other cycle tourism destinations and over a third indicated that it was better than other destinations. The Tour Down Under event was rated highly by respondents as the best cycle tourism event, while Europe was rated the best overall cycle tourism destination. However, South Australian destinations received the highest ratings for safety (Riesling Trail); weather/climate, natural environment and off-road trails (Flinders Ranges); and accommodation (Barossa). Many of these attributes were the most preferred destination attributes in considering a future cycle tourism destination.

Five cycle tourist segments were found from an analysis of their attitudes toward cycling and were named:

active socialisers, independent confident doers, emerging confidence seekers, beginners and the uninterested. The three clusters with the most potential as target markets for South Australia include the active socialisers, independent confident doers and the emerging confidence seekers. This is on the basis of their propensity to have completed and be planning a cycle tourism holiday, their respective size (25.9%, 20.7% and 26.2% of the sample); their preferred destination attributes and perceptions of South Australia as a cycling destination.


30

The active socialisers were more likely to have been on a cycle tourism holiday in South Australia, but were also more likely to have been from South Australia. However more Victorians were also in this segment and are more likely to travel interstate. This segment perceives South Australia as having a distinct advantage with respect to the natural environment and bike-friendly accommodation; although it rates South Australia lower overall compared to other cycle tourism destinations. Personal achievement and social motivations are the most important to this segment and they require destination product such as signage, bike hire services and a range of accommodation. They are most likely to have been an event participant (and a mass participation ride participant). This segment are more likely to be between the ages of 35 to 59 years, have been a regular cyclist for more than 20 years and are the most likely to subscribe to cycling magazines. Based on this research, marketing initiatives to target this group could include images and initiatives that convey a sense of personal achievement, socialising with like-minded people, challenging gradients and bike stores/services. This group could perhaps be a key target market for the Tour Down Under event.

The independent confident doers were the most likely to have been on a cycle tourism holiday to South

Australia and were also more likely to have been from South Australia (with fewer other states in this segment). This segment perceives South Australia less positively for bike friendly accommodation and lower overall than other destinations (such as Europe). Contrary to the active socialisers this group were not motivated by intrinsic motivations on their last holiday, and place little importance on infrastructure such as signage, a range of accommodation, bike stores, and challenging gradients. They are most likely to have been a cycling event spectator and/or an independent holidaymaker. This segment is more likely to be aged between 45 to59 years and more likely to be male with high level of cycling experience. Based on this research, marketing initiatives for this segment could include images of men riding touring bikes without infrastructure or support services in view, an emphasis on cycle tourism for fitness, health and participation purposes and of men watching major cycling events.

The emerging confidence seekers are an interesting segment as they represent the largest segment and have

great potential as a target market of South Australia. This segment is less likely than the other segments to have been on a cycle tourism holiday but is more likely to be planning one. This segment is more likely to comprise New South Wales and Australian Capital Territory respondents, who are more likely to travel intrastate, so promotion is required to ensure they are attracted to South Australia. Currently they perceive South Australia the lowest overall as a cycling destination, particularly with respect to the natural environment and bike friendly accommodation. However, based on their experience level and motives for their last cycle tourism holiday, they are more likely to be looking for cycling experiences which enable them to use their own bike, test their skills and gain experience. Availability and cleanliness of toilets and bike hire availability are important destination attributes for this segment. This segment is least likely to be aged between 45 to 59 years of age, have an intermediate skill level and have been cycling for between 11 and 20 years. Based on this research, marketing initiatives to possible attract this segment could include images of males and females touring or mountain biking in soft adventure settings (such as the Clare Valley or Flinders Ranges), and could emphasise the natural environment, bike friendly accommodation and bike hire facilities.

Although these are possible segments for the South Australian Tourism Commission to target, it should be

noted that many of these segments have similar motives and destination preferences. For instance, only eight attributes maximum from seventeen motivational statements were different between segments. A total of seven maximum from thirty-one statements on preferred destination attributes were different between segments. This suggests that product development, information and marketing activities for segments could be fairly similar, but slight variations may be considered based on the research may assist in attracting key target markets.

More detailed quantitative research and qualitative research may be required on key market segments to

assist in the development of adequate marketing and product development activities linked to the South Australian ‘Brilliant Blend’ brand. Product that may attract cycle tourists could be communicated through effective marketing communication channels, with the use of events to help attract new visitors and demonstrate the potential opportunities for other cycle tourism activities (such as touring and soft adventure) in South Australia. The Flinders ranges were perceived as providing the best cycle tourism destinations for climate/weather, the natural environment and off-road trails, while the Riesling trail was rated the best for safety and the Barossa Valley the best for accommodation. These destinations (and their attributes) could be marketed to key target markets (such as the Barossa Valley and Flinders ranges to emerging confidence seekers and active socialisers, and destinations with limited accommodation and events to independent confident doers).


31

APPENDIX A: Cycling attitude statements Please indicate your level of agreement with the following statements about cycling. Strongly

disagree Disagree Neutral Agree Strongly

agree Cycling is important to me Cycling is one of the most enjoyable things that I do Cycling is one of the most satisfying things that I do I have little or no interest in cycling Cycling offers me relaxation when pressures build up I find a lot of my life is organise around cycling I enjoy discussing cycling with my friends Most of my friends are in some way connected to cycling

When I am cycling I can really be myself You can tell a lot about a person when you go cycling with them

When I am cycling others see me as I want them to Cycling says a lot about who I am


32

APPENDIX B: Words and phrases used to describe South Australia as a cycle tourism destination

Theme No of respondents

Cycling Events Tour Down Under 26

Well organised events 3

World Class Riders 1

Advertiser criterium series 1

Bicycle Tourism Destination

Varied/variety of destinations/riding/scenery 15

Bicycle friendly 13

Ease of getting around 6

BikeSA 2

Poor cycling infrastructure/facilities 2

Lack of good facilities 2

Good facilities 2

Becoming a cycling aware state 1

Bike hire 1

Bunch rides in the morning 1

Cycling mecca 1

Cycling Womens and Mens now recognised 1

Great place to ride 1

MTB Park 1

No longer bicycle friendly 1

Good people to ride with 1

Good touring destination 1

Lack of drink stops 1

Under funded cycling 1

Great velodrome 1

New, dry offroad single track in pine and other forests 1

SA is making an effort to encourage bicycles 1

Undeveloped potential for mountain biking 1

Good tourism opportunities—rail trails 1

Diverse opportunities for all types of cycling 1

Diverse range of cycle attractions 1

Lots of riding options 1

Desert touring 1

Idyllic locations 1

Welcoming 1

Good cycle friendly roads/towns 1

Well sign posted 1

Adelaide bike paths and network 1

People friendly in towns 1

Challenging distances between services 2

Achievable gradients 1

Achievable routes 1

Good information availability 1

Poor mapping outside Adelaide 1

Cycle paths and trails


33

Theme No of respondents Excellent trails/tracks 6

Challenging rides/terrain/trails 5

Off road 4

Good bike paths 3

Limited trails/lack of great trails 3

Rail trail 3

Cycle Trails/tracks 3

Good riding routes 2

Cycle friendly paths and roads 1

Cycle paths 1

Good off road 1

Good roads and trails 1

Great rail trails 1

Lack of defined trails and information 1

Needs more rail trails like Victoria 1

No good MTB trails 1

Not enough bike paths 1

Off the beaten track 1

Tracks 1

Trail quality and access 1

Single trail 1

Torrens Bikeway 1

Roads/drivers

Quiet roads 9

Good roads 9

Low traffic density 9

Aggressive/inconsiderate/poor/crazy drivers 7

Limited road selection 1

Nice wide street in Adelaide lots of room for cyclists 1

Not so good main roads 1

Obliging car drivers 1

Reasonable road surfaces 1

Too much fast traffic 1

Traffic 1

Roads are unsealed up north 1

Some roads in poor condition 1

Safety

Safe 7

Unsafe country roads 1

Adelaide Hills scenic but not bike safe 1

Now unsafe and dangerous. 1

Some open roads lacked a shoulder—dangerous 1

Eugene McGee—killed cyclist and avoided jail 4

Food and Wine

Great Wine/Vineyards/Wineries/Winery tours and trails 51

Wine 24

Good food and wine 12

Great Food 4

Coopers Pale ale/cold beer 2

Restaurants/cafes 2


34

Theme No of respondents Big breakfasts 1

Cheese 1

Good food, need more bakeries 1

Scenery/landscape

Nice/good/great/excellent/lovely scenery 32

Scenic/scenery 26

Open spaces/open landscapes 9

Variety and diversity of landscape/scenery 5

Natural beauty 3

Dusty 2

Unique scenery/landscape 2

Country/countryside 2

Great coastal views/seascape 2

Boring landscape 1

Dramatic landscapes 1

Dry landscape and stone ruins 1

Great countryside 1

Wild scenery 1

Landscapes 1

Perhaps lacking in mountain scenery 1

Scenic Towns 1

Seeing the effects of dry and hot climate 1

Unattractive 1

Valleys 1

Very pretty 1

Great views 1

Lack of trees in country areas 1

Terrain

Flat 14

Hills/hilly 10

Adventure/adventurous 4

Great hills/hill rides/ hill courses 3

Rolling Hills/undulating 3

Interesting terrain 2

Rocky/rugged 2

Ever changing terrain 2

Not too hilly/mountainous 2

Friendly terrain 1

Hard terrain 1

Low hills 1

Mix of challenging rides/easier options 1

Mountains 1

Nice terrain 1

Unchallenging terrain 1

Weather

Hot 28

Good/great weather 18

Dry climate/conditions 15

Good climate 8

Windy 3


35

Theme No of respondents Climate/weather 4

Fresh air 3

Hot and dry 2

Warm 2

(Too) hot in summer 2

75% is arid and inhospitable 1

Arid 1

Avoid summer 1

Clean air and good climate 1

Conducive climate (spring and autumn) 1

Flies 1

Hot (although it wasn't when I was there) 1

Hot sun, need water 1

Hotter and drier 1

Sun/sunny 1

Warm and dry 1

Regions/destinations

Flinders Ranges 19

Outback 13

Mawson Trail 9

Riesling Trail 5

Barossa Valley 4

Kangaroo Island 4

Melrose 4

Adelaide Hills 3

Adelaide 2

Murray River 2

Oodnadatta Track 2

Limestone Coast 2

Beach/sea 2

Australian Bite 1

Clare Valley 1

Coast road 1

Flinders Ranges / Mawson Trail 1

Good destinations 1

Great Ocean Road 1

McLaren Vale Region 1

Regions (i.e. Barossa, Clare, Flinders) 1

Nullarbor 1

Larrapinta Trail 1

Long coast lines 1

The pound/crater (can't remember the proper name) 1

Koorong 1

Wilpena Pound 1

Access

Accessible 7

Far away/Distant 6

Long distances 5

Close to home 3

Convenient 2

How do I get my bike there? 2


36

Theme No of respondents Can drive to SA 1

Hard to get to 1

Short distances 1

Airlines make it hard to get to 1

Accommodation

Reasonable/suitable accommodation 2

Caravan parks not geared for cyclists 1

Plenty of good accommodation 1

Accommodation 1

Cost

Value for money 2

Relatively inexpensive 1

How expensive is camping & food? 1

Expensive 1

5

Family

Family 4

Kids love it 1

Like to take my kids there 1

Future

Growing 2

Great potential 3

In our plans for the future 1

Interesting possibilities 1

Looking forward to it 1

Needs some planning 1

Untapped market 1

On my list! 2

General

Friendly 20

Peaceful/Quiet/Tranquil/Sedate 16

Challenging 10

Fun/enjoyable 10

Remoteness/isolation/vast 10

Relaxed/relaxing 8

Well organised 8

Interesting 6

Great/awesome/spectacular 5

Great variety/diversity 4

Historic/history 3

Local 2

Rewarding/satisfying 2

Sparsely settled/uncrowded 2

City of churches 1

Good tourist resources 1

Exciting 1

Exploring 1

Familiar 1


37

Theme No of respondents Great choice 1

I liked it 1

Interesting/old towns 1

It sounds good 1

It's home now 1

Lots of attractions 1

Memorable 1

Need for back up 1

New 1

Nice places 1

Options 1

Other stuff to do 1

Outdoor fun 1

Possible 1

Prestige 1

Professional 1

Recreational 1

Riverland would be nice 1

Salt lakes 1

Semi isolation 1

Sheep stations 1

Short breaks 1

Small and friendly 1

Small towns 1

Snakes and spiders 1

Sociable 1

Underutilized 1

Unique 1

Unorganised 1

Want to do more 1

Water related activities 1

Water scarcity in remote areas 1

Water? 1

Whale watching at Goolwa 1

What is there to see/visit? 1

Wildlife 1

Adelaide not as busy as bigger eastern states capitals 1

Away from rat race 1

Behind 1

Class 1

Conservative 1

Day trip 1

Desirable 1

Different 1

Disjointed 1

Dramatic 1

Great organisation 1

Hard 1

Headwind (all I had riding to Darwin in SA) 1

Helpful 1

In the middle 1

Longer holiday 1

Great People 1


38


39

REFERENCES Beeton, S. (2003). An Economic Analysis of Rail Trails in Victoria, Australia, La Trobe University, Bendigo.

Bricker, K., and Kersetter, D. (2000). Level of specialization and place attachment: An exploratory study of whitewater recreationists. Leisure Sciences. 22: 233-257.

Cushing, S. (1997). The tourism potential of the national cycle network routes. Tourism Society Seminar. 20th October, London.

Department of Industry, Tourism and Resources (2003). Tourism White Paper. Australian Government: Canberra.

Faulks, P., Ritchie, B. & Fluker, M. (2007) Cycle Tourism in Australia: An Investigation into its Size and Scope. Sustainable Tourism CRC Gold Coast, Australia.

Green, J. (1991). Cycle touring in the South Island: Recent developments and future potential. Unpublished Diploma in Tourism Dissertation, University of Otago. Dunedin, New Zealand.

Kerr, T. (1992). Cycle tourism in Christchurch. Christchurch City Council. Christchurch, New Zealand.

Lumsdon, L. (1996). Cycle tourism in Britain. Insights. March: D27-D32.

McIntyre, N., & Pigram, J. J. (1992). Recreation specialization re-examined: The case of vehicle-based campers. Leisure Sciences, 14, 3-15.

Ritchie, B.W. & Hall, C.M. (1999) ‘Bicycle tourism and regional development: A New Zealand case study.’ Anatolia: An international Journal of Tourism and Hospitality Research, 10(2): 89-112.

Ritchie, B.W. (1998). Bicycle Tourism in the South Island of New Zealand: planning and management issue, Tourism Management, 19 (6). 567-582.

Ritchie, B.W. (1999). Cycle Tourism in the South Island of New Zealand. Unpublished PhD Thesis, Commerce Department, University of Otago, New Zealand.

Roy Morgan Research (2005). Holiday Tracking Survey, July 2004-June 2005 (Data provided to researchers by Tourism Australia).

Schieven, A. (1988) ‘A study of cycle tourists on Prince Edward Island.’ Unpublished Masters Thesis. University of Waterloo, Ontario, Canada.

University of Waterloo, Ontario, Canada, Simonsen, P., & Jorgenson, B. (1996). Cycling tourism: Environmental and Economical Sustainability? Unpublished Report, Bornholm Research Center. Fjellerup, Denmark.

South Australian Tourism Commission (2005). Cycle Tourism Strategy 2005-2009.


40

AUTHORS

Ms Pam Faulks Pam Faulks is a PhD candidate at the University of Canberra, with her thesis on cycle tourism concentrating on large-scale, mass-participation cycling events. Pam also teaches in the University of Canberra’s tourism program. Email: [email protected]

Dr Brent Ritchie Brent Ritchie is the network coordinator (ACT) for the Sustainable Tourism CRC at the University of Canberra and a Faculty Fellow at the University of Brighton, United Kingdom. His research interests include niche tourism markets, sport and event tourism, tourism and rural/regional development, crisis and disaster management for tourism, and tourism planning. He is also on the advisory board of the Journal of Sport Tourism and completed his PhD in 2000 on cycle tourism in the South Island of New Zealand. Brent was involved in many STCRC projects at the University of Canberra from 1998 onwards including visitor satisfaction monitoring, community attitudes towards tourism, mountain tourism events, sport tourism scoping study and the ACT Attractions direct expenditure and travel patterns project. Email: [email protected]

Professor Graham Brown Graham Brown joined the University of South Australia as the Foundation Professor of Tourism Management in January 2002. He was the Network Coordinator for the CRC for Sustainable Tourism for South Australia until December 2006. From 1990 to 2002, he was the Associate Professor of Tourism Marketing in the School of Tourism and Hospitality Management at Southern Cross University in NSW, where he had served as Director of Studies and as Acting Head of School. During this time, he taught at the Hotel School in Sydney, a partnership between the university and the Hotel Intercontinental. Prior to coming to Australia, Graham had worked as a Tourism Planner in England before joining the Dorset Institute (now Bournemouth University) where he was actively involved in establishing the first Tourism degree in England. Further course development work included the development of an MA in International Tourism in collaboration with European Universities. Dr. Brown has acted as a Visiting Professor at—University of Mauritus (Faculty of Law and Management)—University of Waterloo, Canada (Department of Recreation and Leisure Sciences)—University of Victoria, Canada (Faculty of Business)—University of Calgary, Canada (Faculty of Business, Canadian Pacific Scholarship). Email: [email protected]

Associate Professor Sue Beeton Sue Beeton is a founding committee member of the Centre for Cycling Research and has interests in cycle tourism and community development. Sue is well connected with cycling associations including Bicycle Victoria and has undertaken previous research on the economic value of Victorian trails. Sue has received funding from the following sources: 1.) A Cooperative Research Centre for Sustainable Tourism (Australia) project: Message reception, information processing and the effectiveness of risk communication in a tourism setting—a scoping study, $25,000, Oct 2002 to Jul 2003. 2.) La Trobe University, Faculty for Regional Development Research Grant: Economic and Social Benefits of Rail Trails, $9,000, Jan 1, 2003 to Jul 1, 2003. 3.) Sustainable Tourism CRC: Marketing and Demarketing in National Parks, $25,000, 2004 to 2004. 4.) Faculty of Law and Management, La Trobe University: Accident Experiences in Adventure Tourism, Victoria, $5,000, 2004 to 2004. Email: [email protected]





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Cycle Tourism in Australia · 2018-10-29 · Bicycle touring — South Australia. 2. Bicycle...

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