The Influence of Commercialization of Adventure Tourism Products on the ‘Flow’ Aspect of the Tourist Experience

Abstract

Adventure tourism is one of the fastest-growing subsectors of the tourism industry and through this growth has become increasingly commercialized. Past research has demonstrated the links between participation in adventure tourism and achieving optimal experiences. Most have confirmed the ability to achieve the optimal experience ‘flow’ during adventure tourism activities. However, the question arises as to the influence of increasing commercialization on participants’ ability to achieve states such as ‘flow’. This chapter examines a number of general concepts surrounding the relationship between flow and adventure tourism. It then introduces new empirical data which focuses on the role of ‘flow’ in the commercialized adventure tourism sector. The results demonstrate that it is possible to achieve flow through participation in commercial adventure tourism but only in specific circumstances. This work is significant in understanding adventure tourist psychology and factors contributing to overall satisfaction with adventure tourism products.