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

Fabian Schlegelmilch (Research Assistant,Faculty of Business, Bond University, Robina, Australia)
Claudia Ollenburg (Assistant Professor of Tourism Management, Faculty of Business, Bond University, Robina, Australia)

Tourism Review

ISSN: 1660-5373

Article publication date: 23 August 2013

3639

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.

Keywords

Citation

Schlegelmilch, F. and Ollenburg, C. (2013), "Marketing the adventure: utilizing the aspects of risk/fear/thrill to target the youth traveller segment", Tourism Review, Vol. 68 No. 3, pp. 44-54. https://doi.org/10.1108/TR-03-2013-0010

Publisher

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Emerald Group Publishing Limited

Copyright © 2013, Emerald Group Publishing Limited

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