Perceived risk in adventure tourism

Fluker, Martin (2005) Perceived risk in adventure tourism. PhD thesis, Victoria University.


While the phenomenon of risk is something that people generally try to minimise in their lives, the concept of adventure tourism presents an interesting set of circumstances in that tourists actually seek, or at the very least accept, the risk of sustaining physical injury during the adventure tourism experience. This makes adventure tourism unique when compared to all other types of tourism. In order to explore and add value to this difference, the aims of this study are to determine the importance of experiencing risk in choosing to participate in different adventure tourism activities, to understand the motivations, levels of satisfaction, and post-activity intentions of adventure tourists, so that specific marketing strategies may be developed. A total of 612 people were surveyed both before and after taking part in three different adventure tourism activities (whitewater rafting, bungy jumping, and sailing). It was found that prior experience in the given activity did not present itself as a factor that lowered risk as a motivation, that no motivational differences existed between nationalities, and that varying levels of inferred satisfaction are present. Marketing strategies for each of the activities, based on multivariate motivations, are recommended.

Item type Thesis (PhD thesis)
Subjects Historical > RFCD Classification > 340000 Economics
Historical > Faculty/School/Research Centre/Department > School of Economics and Finance
Keywords risk, adventure tourism, motivation, satisfaction, tourists, marketing, whitewater rafting, bungy jumping, sailing
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