Analyzing the consumer journey for hiking of the John Muir Trail

Abstract

Most research on the consumer journey has focused on product purchases. This research, however, examines the consumer journey for experiences – in this case a long-distance hike. Two studies examine how people become aware of, learn more about, prepare for, evaluate, and reflect on a 200-mile hike on the John Muir Trail in California. The first study interviewed hikers while on the trail. The second study analyzed online discussion groups dedicated to the trail. These studies reveal that the idea of a long-distance hike often arises from a mention by others where people add the idea to a mental “bucket list”. For those with whom the idea resonates, they may quickly decide to hike the trail, though their motivation may not always be clear, and the trip may not occur for quite some time. Getting a permit is frequently a barrier, but online communities often offer advice. Preparation for the hike is typically a high-involvement process that involves purchasing equipment and physical training. The hike itself is a paradox of aesthetic appreciation in the face of physical struggle. Importantly, many hikers later report the journey as an important experience and serve as evangelists for other hikers. The two studies corroborate certain notions about the consumer decision process while calling others into question. For instance, they validate the significance of word-of-mouth recommendations from individuals with similar backgrounds, which plays a pivotal role in raising awareness. Simultaneously, they challenge conventional thinking by demonstrating that the decision-making process is influenced not solely by rational factors but also by emotional elements. Finally, these findings underscore the importance of employing multiple research methods to comprehensively grasp the intricate aspects of the consumer journey, especially the consumption of experiences.