Abstract
A review of the existing literature on adventure tourism reveals that research on this subject has so far focused mainly on preconceived notions of scholars and practitioners. This paper argues that individuals' subjective experience of adventure and their perceptions of what constitutes it have to be also researched and considered in the study of adventure tourism. Qualitative research methods should be afforded greater prominence in its investigation. The proposed shift in focus to individuals' perceptions of adventure also challenges the exclusivity of only certain market segments and independent travelers being associated with this form of tourism. Further research, marketing, and management implications are discussed.
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