The conclusion that Morgan(2000) draws from an investigation into whitewater rafting in New Zealand is that operators target an optimal safety level through an assessment of the desired level of risk. The assessment involves numerous criteria, including the technical abilities of employees,the standard and type of equipment used, the physical location of the activity, and legal obligations. Operators have to estimate the level of actual control that participants will require to meet the actual risks from the physical hazards to be encountered. Furthermore, operators have some influence over the client's perception of risk; guides can talk the risks up to make the experience seem more exciting or talk them down to avoid over-arousal and subsequent loss of control by the clients.Clients can enjoy an optimal adventure experience so long as the operator understands clients' expectations and their perceived levels of risk in the activity.