Original Research

Who are the big spenders at a motorcycle event?

Martinette Kruger, Armand Viljoen, Melville Saayman
Journal of Economic and Financial Sciences | Vol 8, No 2 | a97 | DOI: https://doi.org/10.4102/jef.v8i2.97 | © 2019 Martinette Kruger, Armand Viljoen, Melville Saayman | This work is licensed under CC Attribution 4.0
Submitted: 21 December 2017 | Published: 30 July 2015

About the author(s)

Martinette Kruger, North-West University, South Africa
Armand Viljoen, North-West University, South Africa
Melville Saayman, North-West University, South Africa

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Abstract

Africa Bike Week, considered South Africa’s premier biking event, attracts large numbers of bikers, especially Harley-Davidson bikers, and bike enthusiasts from across the country. This study investigated these visitors and their spending behaviour. As background to the study, we provide a broad survey of the literature on socio-demographic and behavioural determinants of spending. Motorcycle tourism has received international research attention, especially in the US, but to date has been neglected in South Africa. Our study helps to fill this gap, particularly as regards biker and spectator characteristics. We found that more behavioural than socio-demographic variables influenced spending at this event. Visitors’ motorcycle behaviour and group composition had a significant effect on higher spending. The analysis identified three new determinants of spending: the travel motives lifestyle, event attractiveness and event novelty. Event organisers can use this information to increase spending and enhance the economic impact of motorcycle tourism in South Africa.

Keywords

Africa Bike Week; determinants of spending; regression analysis; motorcycle tourism; South Africa

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Crossref Citations

1. Is there difference between men and women motorcyclists?
Hanneri Borstlap, Melville Saayman
Acta Commercii  vol: 18  issue: 1  year: 2018  
doi: 10.4102/ac.v18i1.526