Changing motivations
It is unlikely that range of motivations, in terms of tourism pursuits, will change greatly over the next few years. However, the numbers of consumers motivated by particular needs will ebb and flow with societal changes. We predict that the following four motivations will become more significant, and these will drive the growth of adventure tourism.
1. Escape- from the stresses of urban living, employment and information overload, and from the materialistic culture of our consumer society. Adventure tourism can provide absorbing activities and a simpler life, close to nature, that meets these escapism needs.
2. Self-fulfilment- increasing exposure to the concept of self-development through higher education, professional development and the media, means this will become a more clearly articulated demand. In addition, Muller and Cleaver (2000) suggest that the baby boomers will experience certain psychological transformation as they approach middle age. They identify two changes that are particularly pertinent to this discussion: the emergence and people's desire to make the best of who they are and what they are capable of and in doing so find self-fulfilment. These reinforce the likelihood that older participants will become a major part of the adventure tourism market.
3. Stimulation and intensity the consumers appetite for new and novel experiences seems insatiable. Time pressure demands full and intense experiences. Things that are knowledge through an intermediary such as the TV or the Internet, and will fulfill sensation-seeking needs.
4. Aspirations - in today's image- conscious world, leisure activities and the type of holiday a person takes are regarded as reflections of their character and values. Adventure can suggest heroism, strength, bravery, individuality,independence,skill and many other impressive qualities. We can expect to see more aspirational purchasing of adventure tourism products, and more marketing activity focusing on these aspirations.
Changing motivations
It is unlikely that range of motivations, in terms of tourism pursuits, will change greatly over the next few years. However, the numbers of consumers motivated by particular needs will ebb and flow with societal changes. We predict that the following four motivations will become more significant, and these will drive the growth of adventure tourism.
1. Escape- from the stresses of urban living, employment and information overload, and from the materialistic culture of our consumer society. Adventure tourism can provide absorbing activities and a simpler life, close to nature, that meets these escapism needs.
2. Self-fulfilment- increasing exposure to the concept of self-development through higher education, professional development and the media, means this will become a more clearly articulated demand. In addition, Muller and Cleaver (2000) suggest that the baby boomers will experience certain psychological transformation as they approach middle age. They identify two changes that are particularly pertinent to this discussion: the emergence and people's desire to make the best of who they are and what they are capable of and in doing so find self-fulfilment. These reinforce the likelihood that older participants will become a major part of the adventure tourism market.
3. Stimulation and intensity the consumers appetite for new and novel experiences seems insatiable. Time pressure demands full and intense experiences. Things that are knowledge through an intermediary such as the TV or the Internet, and will fulfill sensation-seeking needs.
4. Aspirations - in today's image- conscious world, leisure activities and the type of holiday a person takes are regarded as reflections of their character and values. Adventure can suggest heroism, strength, bravery, individuality,independence,skill and many other impressive qualities. We can expect to see more aspirational purchasing of adventure tourism products, and more marketing activity focusing on these aspirations.
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