Understanding the drive experience of motor vehicle club members in the Philippines

Abstract

This study aims to understand drive tourism by exploring the experience of drive tourists and the role and function of motor vehicle clubs (MVCs) concerning their motivations, drive experience, and route choices. The growing demand for transportation and car ownership has popularized drive tourism in recent years. MVCs have started to explore this form of travel to expand membership. In the Philippines, there has been a dearth of literature on drive tourism despite road transport being the most dominant mode of travel. A qualitative inquiry through the case study approach was used to explore the drive tourism experience of MVC members. Data collection includes individual in-depth interviews, focus group discussions, and field observations. Four major themes emerged from the study: immersing with the motor vehicle; engaging with the MVC members; a sense of belongingness; and considerations in route choices. Being in a group plays an integral part in motivating a member to travel to determine destination choice and develop an attitude toward travelling itself. Though recent studies on positive emotions, engagement, relationship, meanings, and accomplishment or the PERMA model were utilized in exploring festival experiences, this study provides a novel contribution in using the model to interpret the experiences occurring in drive tourism in the context of MVCs. The study contributes by using the Philippines as a case given its archipelagic configuration, current infrastructure, and road development that could open opportunities while posing tourism and transport challenges where the function and role of MVCs can be critical in facilitating the growth of drive tourism.