Do Tourists Dream of Electric Bikes?: Electric Bikes as a Mean to Improve Sustainability of Tourism in Rural Sweden

The paper investigates the potential of electric bikes as a sustainable alternative for local transportation during vacations in rural areas, replacing mainly transportation by car. Our starting point is that a key to behaviour change in the context of tourism and leisure travels is to make the sustainable travel option the most desirable option for the traveller. We study this by exploring three different electric bike offers in the area of Skaraborg, Sweden, and analysing the experience of the cyclists. 15 participants were invited to rent electric bicycles as mode of transportation for tourism in and around the small towns Lidköping and Skara for one day. Individual semi structured interviews were performed with the participants. Our main result is that there are aspects of electric bikes that make them particularly appropriate as a sustainable mode of transportation for local tourist destinations, and could also lower the threshold for more sustainable behaviours. Travelling by electric bike was experienced as beneficial in several ways; it automatically and effortlessly gives the cyclist access to nature, it constitutes a plausible option for more sustainable transportation at medium distances, and it allows the entire group of travellers, such as a families, to feel as being part of shaping the journey which contributes to engagement and motivation. Although intended for tourists, it also facilitate local people to access and reflect on their local flora and fauna. We also found that digital tools such as maps, information sources, and booking systems have a key part in the deployment when appropriately integrated. In addition, we found that it was important to lower the threshold of trying electric bikes, and an important key for this was personal service from proficient people who could provide a sense of security by giving instructions, answering questions, and support in adjusting the equipment.