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

Fabian Schlegelmilch, Claudia Ollenburg

Research output: Contribution to journalArticleResearchpeer-review

11 Citations (Scopus)

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.
Original languageEnglish
Pages (from-to)44-54
Number of pages11
JournalTourism Review
Volume68
Issue number3
DOIs
Publication statusPublished - 2013

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