Exploring Motivators and Deterrents of Cycling Tourism Using Qualitative Social Research Methods and Participative Analytical Hierarchy Process (AHP)

Cycling tourism is an environmentally friendly way to explore a destination. Nowadays, it is becoming more and more popular worldwide, since it permits an in-depth communication both with nature and people. In this context, the aim of this paper is to explore, in detail, mainly the environmental motivators of cycling tourists, and their significance, in Greece, by using qualitative social research (in-depth interviews and focus groups) and participative analytical hierarchical process. The results show that regarding physical environment, the element which attracts cycle tourists the most is the variety of scenic views along their route. Existence of lakes, rivers and beaches were also valued. On the contrary, “Biodiversity” and “Untouched natural landscapes” were ranked low as a description of the quality of the natural environment. However, the rise of cycling tourism depends considerably on the appropriate infrastructure, namely roads with low slopes, appropriate quality of surfaces and cycling infrastructure. Planners, policy-makers, and competent authorities should give emphasis on the critical factors in order to enhance cycling tourism, thus resulting in positive multiplying effects such as environmental protection and economic growth.