A photo-based analysis of the meaning of road cycling experiences in Thailand

In Thailand, a region dominated by automobiles, there has been a growing movement to promote cycling tourism for regional development. For the future development of cycling tourism in Thailand, which is still in its early stages, it is crucial to clarify the current situation of road cyclists to assist with strategic marketing and infrastructure planning. Clarifying the cultural meanings of cycling, such as who cycles with what social meanings, is essential for policy development. This study investigates the meaning of cycling by exploring the experiences of road cyclists in Thailand through the eyes of the road cyclist. The study participants (n = 16) were selected from the road cycling group comprising serious leisure cyclists in Thailand who engage in cycling for fitness and recreational purposes. A volunteer employed photography data collection method, and an inductive thematic analysis were used. Through inductive analysis, eight themes emerged: identity, well-being, community, landscape, health, exploration, achievement and lifestyle. While these elements of the cycling experience are consistent with findings from research in other countries, this study highlights the culturally unique, socially constructed nature of cycling in Thailand. It underscored a unique series of management challenges.