Acceso usuarios
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. However, the relocation of the event to another host city and province could influence the profile, needs, and motives of the motorcycle riders attracted to the event, implying that the event could attract a different market. This research attempted to determine the extent to which the relocation influenced the market by conducting a visitor survey at the event in 2017. Respondents were segmented, based on their motives to attend the event, which provided a 3-E typology of the market, namely Enthusiasts, Escapists, and Entourages. The typology is descriptive of the characteristics that resemble each segment, which should guide marketing campaigns to expand the event. Additionally, the research identified for the first time the attributes that the motorcycle market in South Africa regards as important when selecting routes. This information is valuable, not only for events such as the Africa Bike Week but also for destination managers and marketers who want to expand motorcycle routes and tourism in the country. Moreover, this research provides guidelines to event organizers and marketers on how to efficiently manage the relocation of an event.
