Holiday Preferences and Travel Behavior of German Motorcyclists. A Cluster Analysis

Abstract Motorcycle tourism offers tourist destinations the opportunity to diversify their offer and pursue competitive advantage and economic success. However, motorcyclists’ holidaymaking practices remain underexplored so far and there is an assumption of homogeneity within the riders’ community. This paper argues that, despite common features, differences might stand out in riders’ motivations and local practices. To investigate these differences, cluster analysis is used to segment German motorcycle tourists, with the aim to identify sub-groups of travellers. Using a convenience sample of n=441 bikers, the paper discriminates three types of motorcycling tourists: the pleasure-seekers , the drifters and the focused bikers . The two-step clustering procedure is based on behavioral patterns (i. e. type of accommodation, group type and length of stay) and the results are later enriched using additional descriptors related to the attractiveness of local offers and the probability of undertaking non-riding activities. Theoretical and managerial implications are ultimately derived, acknowledging the exploratory nature of the research design.