| Summary: | 碩士 === 中國文化大學 === 觀光休閒事業管理研究所 === 96 === In 2002, the government of Taiwan lifted the ban on the import of heavyweight motorcycle and reissued heavyweight motorcycle licensing. Since then the cycling has been arising in the leisure industry in this country. This has given the research special interest to explore the rider’s travel behavior. It aims at investigating their demographic characteristics, travel needs, travel motivates and travel participation determinants, and examines the relationship between demographic characteristics and travel behavior.
A single cross-sectional survey was conducted to gather data for the study. The sample consisted of 342 heavyweight motorcycle riders in Taiwan. The Statistical Package for the Social Sciences (SPSS) was used for computation. An absolute frequency (N) and an adjusted frequency (%) were computed for the demographic items. Factor analysis was used to assess for condensing the factors for travel needs, motivates and determinants. One-way Analysis of Variance (ANOVA) with Scheffe post hoc test was adopted to assess for a significant difference of mean scores of demographic characteristics and travel behavior as well as of travel factors each other.
The result shows heavyweight riders are increasing yearly. Overall, the riders are aged 21 to 40, tended to cycle on weekend or holidays with classmates and friends, and take an overnight tour to forest or wild field.
In the perspective of rider’s travel factors, it is specified as followed. Regarding travel needs, it is found three factors labeled as physical-emotional balance, social respect, and creativity. As for travel motivates, there are factors labeled as relationship, comfort, learning, regard, and freedom. Turning to travel participation determinants, five factors are found, such as social construct, personal competence, leisure experience.
In the relationship between demographic characteristics and travel behavior, it can be seen that female riders aged 30s and single put more emphasis on the travel need of ‘creativity’. For those who with monthly income lower than US$670 has significant differences in the ‘social construct’ and ‘leisure experience’ when it is isolating the participation determinants. Also, the riders with post graduate degree puts less emphasis on ‘personal competence’.
Generally, it shows relationship between the travel factors are partially correlated, either in negative or positive. This can be interpreted that heavyweight motorcycle riders are more concerned about personal needs and travel assesses.
In sum, the findings of the research can be valuable reference for public and private sectors and stakeholders to target this newly arising heavyweight motorcycle leisure market with more sophisticated understanding of rider’s travel behavior.
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