Understanding the Opportunities of Adventure Tourism

Abstract

Adventure tourism is a quickly growing field in the industry, but is not commonly applying special marketing methods by the management. The prominent growth of travel industry has mounted into new directions within the tourist market. The whole concept of traveling has changed and consequently the applications of marketing need revision and adaptation. Adventure traveling is one of the young and growing sectors in tourism industry. The growing number of adventure travel providers has increased competition; however, the applied marketing methods are merely following the principles of regular travel marketing. Ultimately, the possibilities are so abundant, that the adventure travel market itself is developing even newer dimensions. Experimenting by an escapade is no longer a matter of back bagger spirited travelers, but varieties of new segments are consuming adventure journeys. This transformation entitles for a systematic analysis on effective marketing strategies, adapted from traditional service marketing concepts.