Motorcycle drive tourism leading to rural tourism opportunities

Abstract

While opportunities may abound in attracting motorcyclists to rural areas, the lack of research on motorcycle tourism and its demand generators creates challenges in marketing to those opportunities. This article examines the interrelated role of rural tourism and motorcycle tourism, suggesting the formation of Regional Tourism Organizations (RTOs) in order to attract motorcycle tourists. This market has substantial disposable income and represents significant opportunity. However, barriers include regional boundaries, misperceptions regarding motorcyclists in general and failure to understand the demand generators of motorcycle tourism. This study shows that the motorcycle tourism market enjoys rural tourism and amenities and has significant disposable income, with the majority of motorcycle tourists spending more than $100 per day when visiting and touring an area. RTOs would do well to attract this lucrative market to rural areas because motorcyclists enjoy the existing rural nature, character, and amenities when they leave the beaten path.