Abstract

Although the effect of leisure constraints and involvement on loyalty has drawn attention in recent years, there are a limited number of studies for bicycle users. For this purpose, we investigated a) the main constraints for enrolled university students and the level of loyalty, b) the impact of perceived constraints on bicycle use c) the relationships between variables (leisure constraints, involvement, and loyalty) in the present study. This study consisted of 498 (289 female and 209 male) university students. When the main constraints of university students’ participation were examined, the highest constraints average scores were determined as "infrastructure", "laws and legislation" and "physical and economic" constraints, respectively. The regression analysis demonstrated that bicycle constraints significantly influenced both leisure involvement and loyalty. Besides, the sub-dimension attraction and self-expression of involvement significantly affected participation loyalty. In conclusion, these results suggest that marketing strategies could be improved to strengthen leisure involvement and to minimize constraints in order to increase loyalty.

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