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

Marketing the adventure: utilizing the aspects of risk/fear/thrill to target the youth traveller... 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Tourism Review Emerald Publishing

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

Tourism Review , Volume 68 (3): 11 – Aug 23, 2013

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References (56)

Publisher
Emerald Publishing
Copyright
Copyright © 2013 Emerald Group Publishing Limited. All rights reserved.
ISSN
1660-5373
DOI
10.1108/TR-03-2013-0010
Publisher site
See Article on Publisher Site

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.

Journal

Tourism ReviewEmerald Publishing

Published: Aug 23, 2013

Keywords: Adventure; Adventure tourism; Viral marketing; Social media; Youth

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