Title

Marketing the adventure: Utilizing the aspects of risk/fear/thrill to target the youth traveller segment

Date of this Version

1-1-2013

Document Type

Journal Article

Publication Details

Citation only

Schlegelmilch, F., & Ollenburg, C. (2013). Marketing the adventure: Utilizing the aspects of risk/fear/thrill to target the youth traveller segment, Tourism Review, 68(3), 44-54.

Access the journal

2013 HERDC submission. FoR code: 150603

© Copyright, Emerald Group Publishing, 2013

ISSN

1660-5373

Abstract

Purpose – This research aims to investigate the importance of emotional appeals like risk/fear/thrill as main motivation to take part in adventure activities, and their possible utilisation in viral marketing. Design/methodology/approach – Quantitative and qualitative research methods have been applied. Findings – The results confirm that facing fear or challenge, leading to being intrinsically rewarded, is a main motivator. However, the aspect of fun is still fundamentally important to each activity. The youth traveller market is generally extremely responsive to viral marketing, which (through wording and visuals) creates an image of a ‘‘life-changing experience’’, ‘‘thrilling adventure’’, and similar. Originality/value – Adventure tourism continues to be a fast growing and popular form of tourism. Marketing the adventure, however, can present a challenge to small businesses with a limited budget. Viral marketing may present a cost-effective opportunity to reach the youth traveller segment. This research investigates importance of emotional appeals like risk/fear/thrill as main motivation to take part in adventure activities, and their possible utilisation in viral marketing.

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This document has been peer reviewed.