The Mountain Bike Monitor – The basis for successful mountain bike tourism

Despite the best conditions in Europe, the mountain bike tourism industry is still in its infancy. The Mountain Bike Tourism Forum Germany has set out to change this. Together with industry stakeholders, we want to leverage the potential and establish Europe as a world-class MTB destination. As the organizer of the annual Mountain Bike Tourism Congress, the Forum serves as a know-how and networking platform for the MTB tourism industry.

This chapter presents the work of the Mountain Bike Tourism Forum and gives an insight into its vision of mountain bike tourism 2030.

Germany has all of the necessary conditions for world-class mountain bike tourism. Diverse landscapes, a strong domestic market and a committed MTB scene - what more do you need?

In this chapter, we give you an overview of the role of mountain biking as a sport among the German population as well as the potential for mountain bike tourism.

The Mountain Bike Monitor is the largest and most comprehensive study of German-speaking mountain bikers, their needs and values.

In addition to a survey of their regional distributions, Sinus-Milieus are recorded and all answers are condensed into guest typologies. This makes it possible to determine the mountain bike target market segment in the specific vicinity of any destination. At the same time, the findings ensure investment and decision-making security throughout the mountain bike tourism development process.

The chapter presents the methodology of the study. In addition, an overview of the four mountain bike segments, their characteristics and regional distribution is given.

A look at the mountain bike segments makes it clear: mountain bikers are a heterogeneous target group. The segments differ significantly in some cases.

This chapter provides a general overview of the target group. Here, two main topics show which demographic characteristics distinguish mountain bikers in general and which ideas and expectations they have of a bike destination.

Unlike the usual classification of target groups on the basis of demographic characteristics, the Sinus-Milieus distinguish people based on thier core attitudes, world view and values. This makes it possible to identify target groups more clearly, develop demand-oriented offerings and market them in a targeted manner.

In the MTB Monitor, respondents are assigned to Sinus-Milieus on the basis of a set of 29 questions. By linking this data with other studies it is possible to draw a very accurate picture of the respective groups.

This chapter provides an overview of the research approach of the Sinus-Milieus and shows to which Sinus-Milieus mountain bikers can be assigned.

Mountain biking segments differ greatly both in their expectations and demographic characteristics. A detailed look at each of the segments helps to understand target groups and adapt to their needs.

This chapter looks at the four mountain biking segments in detail: How can they be characterized? What distinguishes them from the other segments? What infrastructure is suitable for their needs? What makes a destination attractive to them?

The basic values and attitudes of Sinus-Milieus differ greatly from one another. Precise planning is therefore required to connect with any particular milieu through successfully targeted product development.

A wide variety of studies can be analyzed according to Sinus-Milieus. This linking of data sets creates a very comprehensive picture of each group.

In the Mountain Bike Monitor 2018, the two Sinus-Milieus most strongly represented among mountain bikers are presented in detail. We will look at both targeted and target group-oriented product development as well as which channels and media can be used to reach the target groups and what effect various forms of marketing have on them.