Package adventure tourism motivation: scale development and validation

Abstract

ABSTRACT Adventure tourism has become a prominent segment within the tourism industry, fuelled by the increasing popularity of packaged adventure holidays. Despite the rise of package adventure tourism, there remains a gap in understanding what motivates tourists to choose a package adventure holiday. This study focused on package tourists visiting wildlife national park for diverse adventure activities. Using the scale development approach, the study began with the generation of initial items through literature review and written interview of 40 participants. Subsequently item refinement was achieved through exploratory factor analysis of data from 244 package tourist, followed by scale validation using confirmatory factor analysis on the remaining item with data from 341 package tourist. As a result, nine dimensions of package adventure tourist motivations were developed. These motivational dimensions include predetermined price, social interaction, safety, novelty, convenience, escape, culture, natural attractions, and excitement. This multidimensional scale will help comprehend the motivation of package adventure tourists and illuminate the nature of their preferences and choices.