Division for Management in Health and Sport Tourism, UMIT Tirol-Private University for Health Sciences, Medical Informatics and Technology, 6060 Hall in Tirol, Austria.
Institute for Management and Economics in Healthcare, UMIT Tirol-Private University for Health Sciences, Medical Informatics and Technology, 6060 Hall in Tirol, Austria.
Int J Environ Res Public Health. 2021 Feb 26;18(5):2321. doi: 10.3390/ijerph18052321.
The present study examines motives for cycling in the alpine region and focuses on the relative importance of health promotion with respect to other motives. Furthermore, the influences of person-specific characteristics on the rank of the motives are examined, and possibilities for advertising bike tourism based on these motives and characteristics are derived. By applying a quantitative approach, a total of 175 cyclists were surveyed using questionnaires on person-specific characteristics, motives, and their relevance for alpine cycling. Data analysis revealed that health promotion is the most important motive for alpine cycling after fun and action as well as nature experience. Further health-related motives such as stress reduction are also perceived as important. The social component, on the other hand, was given the least priority. The results also showed that person-specific characteristics influence the relative importance of motives. For example, elderly persons and people with children perceive the motive of health promotion as the most important. The study shows that the health-promoting effect of alpine cycling is noticed and may be further encouraged. This study demonstrates that alpine cyclists are a heterogeneous group and that health benefits are perceived by various sub-groups therein. Therefore, any marketing for alpine cycling needs to reflect the diversity of cyclists, and approaches need to be adapted according to the respective target group.
本研究考察了在阿尔卑斯地区骑自行车的动机，并重点研究了健康促进相对于其他动机的相对重要性。此外，还研究了个人特征对动机排名的影响，并根据这些动机和特征得出了自行车旅游广告的可能性。通过采用定量方法，使用有关个人特征、动机及其对高山骑行的相关性的问卷对总共 175 名骑自行车的人进行了调查。数据分析表明，健康促进是高山骑行的最重要动机，仅次于乐趣和行动以及自然体验。进一步的与健康相关的动机，如减轻压力，也被认为是重要的。另一方面，社会因素的优先级最低。研究结果还表明，个人特征会影响动机的相对重要性。例如，老年人和有孩子的人认为健康促进是最重要的动机。研究表明，高山骑行的健康促进效果已被注意到，可以进一步加以鼓励。本研究表明，高山自行车骑行者是一个异质群体，其中各个亚群体都能感受到健康益处。因此，任何高山自行车骑行的营销都需要反映骑行者的多样性，并根据各自的目标群体调整方法。
