What drives bikers to attend a motorcycling event?
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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 clustered them based on their motives for attending the event. As background to the study, we provide a broad survey of the literature on what motivates people to attend motorcycling events. 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 attendee characteristics. We found that three distinct market segments can be identified at the event; each one being motivated by a different set of motives. Recommendations are made to attract, retain and expand each segment. Event organisers can also use this information to expand motorcycle tourism in South Africa.