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Using a constructivist grounded theory approach, this study investigated the themes influencing the attitudes, perceptions, and willingness of tourists and service providers, and developed a conceptual model, illustrating how these stakeholders co-create a bicycle tourism destination. Through thematic analysis, five key themes emerged: awareness, belief, bicycle-friendly infrastructure, pro-sustainable behavior, and participation intention. These themes informed the Concentric Circular Model of Bicycle Tourism Development within the Stakeholder Triangle. The study extends the Extended-Value-Belief-Norm (EVBN) theory by incorporating tangible elements such as infrastructure into understanding sustainable tourism behavior and supports the Norm Activation Model by emphasizing environmental awareness in shaping personal norms. Practically, the research highlights the need for strategic infrastructure investment and stakeholder collaboration to foster sustainable and economically beneficial bicycle tourism, providing policymakers and practitioners with a framework for development in regions facing infrastructure and awareness challenges.
Kumari et al. (Wed,) studied this question.
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