Health Promotion as a Motivational Factor in Alpine Cycling

Marco Haid, Elisabeth Nöhammer, Julia N. Albrecht, Alexander Plaikner, Harald Stummer and Peter Heimerl
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Marco Haid: Division for Management in Health and Sport Tourism, UMIT Tirol—Private University for Health Sciences, Medical Informatics and Technology, 6060 Hall in Tirol, Austria
Elisabeth Nöhammer: Institute for Management and Economics in Healthcare, UMIT Tirol—Private University for Health Sciences, Medical Informatics and Technology, 6060 Hall in Tirol, Austria
Julia N. Albrecht: Department of Tourism, University of Otago, Dunedin 9054, New Zealand
Alexander Plaikner: Department of Strategic Management, Marketing and Tourism, University of Innsbruck, 6020 Innsbruck, Austria
Harald Stummer: Institute for Management and Economics in Healthcare, UMIT Tirol—Private University for Health Sciences, Medical Informatics and Technology, 6060 Hall in Tirol, Austria
Peter Heimerl: Division for Management in Health and Sport Tourism, UMIT Tirol—Private University for Health Sciences, Medical Informatics and Technology, 6060 Hall in Tirol, Austria

IJERPH, 2021, vol. 18, issue 5, 1-12

Abstract: 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.

Keywords: motives; alpine region; self-determination theory (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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