Adventure tourism is one of the fastest growing segments of the tourism market. It has become so popular that approximately 100 million adults have chosen vacations that are classified as soft adventure (Miller, 1997). In the past, the tourism industry has focused on young, wealthy, and able-bodied adventure tourists; however, this is slowly changing as marketers become increasingly more aware of the active and adventurous baby boomers (Lehto et al., 2008; Muller & O’Cass, 2001; Patterson, 2002). It has been acknowledged that people over 50 are more adventurous than their parents, and they are often driven to discover new destinations and to try out new and exciting leisure activities (Sellick, 2004).