WHY (NOT) PARTICIPATE IN AN ADVENTURE MOTORCYCLE TOURISM EVENT?

Individuals’ participation in tourism recreation events can be constrained by a number of situational factors and can also be bolstered by key influences such as a desire for a particular social identity. This study extends the current body of research by investigating the effects of social identity, motivation, and perceived constraints on desire, and thus on the intent to participate in organized motorcycle tourism events. This research was carried out on a sample of participants at an internationally acclaimed motorbike event: the Transitalia Marathon. The results of the structural model indicate that social identity has a positive influence on motivation, the desire to participate, and the intent to participate. In addition, social identity has a negative, direct effect on perceived constraints, which in turn have a negative effect on motivation. This motivation has a positive, direct influence on the desire to participate. The practical and research implications of this study are presented herein.