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

Abstract

PurposeThis 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/approachQuantitative and qualitative research methods have been applied.FindingsThe 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/valueAdventure 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.