An investigation into cycling tourism and its potential in the UK domestic tourism market

Abstract

This dissertation aims to investigate the potential of cycling tourism in the UK domestic market. In recent years, cycling tourism has experienced a growing popularity and has become a valuable market that contributes to the UK economy. Promoting cycling tourism at any level is more critical now than ever, especially to recover the tourism industry so strongly affected by the Covid-19 pandemic. Fostering cycling tourism does not only have an impact in monetary terms, but its unique characteristics also boost individuals well-being. Cycling reduces stress and anxiety, especially in the present situation characterised by lockdowns and restriction in social gatherings. Moreover, it enhances the liveability and layout of cities and towns while improving UK destinations images. In order to investigate the potential role of cycling tourism in the UK, a quantitative approach was chosen with primary data collection. The participants in this research were recruited from Facebook group pages among cycling and camping communities. Data were collected over three days in January 2021, with a total of 175 completed surveys. Findings revealed that cycling tourists' motivational factors are associated with the sense of adventure that travelling by bicycle provides. During the analysis process, the urgent need to invest in cycling infrastructures has been strongly observed. The use of bicycles instead then public transports was another significant aspect to consider. The Covid-19 pandemic has changed economic sectors such as tourism, and it has also impacted the way people travel. The present research carries some limitations, mainly concerning the limited time available and the non-homogeneous distribution, whereas not all UK countries were balanced represented.