Family adventure tourism motives and decision-making: A case of whitewater rafting

Abstract

Despite the importance of family tourism and the increasing popularity of adventure tourism, research combining both is very much lacking, especially regarding whitewater rafting. The purpose of this study is to investigate complex travelling units which involve family members’ motives in a new empirical context of whitewater rafting. Additionally, this study aims to determine the dominant effect of family members in various stages of decision-making in a Malaysian whitewater rafting setting. Empirical research was conducted using self-administered questionnaires for both domestic and international families. A purposive sampling design was used to collect data from all respondents. Descriptive statistics were used to analyse the data. The findings clearly indicate that the main motives for participating in whitewater rafting activities among family members differ between parents and children. However, in terms of decision-making related to adventure tourism, family members are becoming more democratic by listening to children's ideas when initiating the whitewater rafting trip. The findings of the study hold importance for both providers and marketers. Providers should explain the functional nature of their sites, focusing on ease of access, convenient proximity to the river, commitment to assisting with trips, and the availability of rivers of different grades that can cater to the needs and expectations of all family members. Marketers should strategically advertise whitewater rafting packages to different market segments that include not only expert rafters but also first-timers, including families. More creative and innovative marketing campaigns should be conducted to attract different family members. Marketers may want to increase their presence on social media, since children nowadays give high importance to learning through word of mouth, and through the internet. Management implicationsWhen providing whitewater rafting trips, managers should be aware that:–Children are significantly involved in the outdoor recreation decision making,–Information should therefore also be distributed by those media children prefer to view,–It is likely that the majority had no prior rafting experience and will need detailed explanations and assistance,–A segmentation in inexperienced families and visitors with prior experience is recommended to provide a tailor made experience.