Abstract
Adventure tourism is often envisioned as outdoor activity where the participant confronts nature in order to experience risk. Such models are ill-suited for facilitating the marketing of many types of adventure tourism pursued by those who embrace certain cultural and personal styles. This paper distinguishes between risk-taking adventure and that which is pursued to gain knowledge or insight. In North America, both are strong traditions. Tourism scholars and practitioners should recognize this distinction and the fact that they are pursued by different kinds of target markets. Discussing adventure tourism in broader perspectives which include the participants' cultural orientation and psychological styles, a more general model is presented.
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