Abstract
The adventure tourism subsector continues to be popular today. Both industry and academia define adventure tourism’s scope from either the physical (e.g., outdoor activity and physical activity) or psychological aspects (e.g., thrill seeking and challenges). Recent studies have pointed out that adventure tourism can be interpreted differently across cultures and markets. Still, risk has always been universally accepted as an essential characteristic of adventure tourism. Thus, most empirical research has studied the role of risk as one of the motivations. However, attempts to investigate related elements that are either a response to or a coping mechanism for the presence of risk are scarce. This present study adopted one of the most prominent frameworks in explaining behavioral intentions, the theory of planned behavior, and included involvement and knowledge variables to extend it. Furthermore, the sensation-seeking and worry constructs were tested for their moderating impact on intentions to participate in adventure tours. The results of structural equation modeling and multigroup invariance tests revealed that subjective norms were not a significant predictor of intentions, while both sensation seeking and worry significantly moderated the relationships between the study variables.
Highlights
Published: 19 February 2021Adventure activities have been studied in the tourism context since the early days of tourism research [1,2,3,4]
The first step was the confirmatory factor analysis (CFA), which focused on the relationship between the observable items and the latent construct, or the measurement model
Composite reliability (CR) scores were calculated for each latent construct
Summary
Published: 19 February 2021Adventure activities have been studied in the tourism context since the early days of tourism research [1,2,3,4]. The popularity of the adventure tourism subsector remains relatively strong [5,6,7]. Scholars have attributed this sector’s continuous growth to the “commodification” of adventure tourism [2,5]. The risk that is typically associated with adventure activities has been diluted to include perceived risk as well as actual risks [2]. The expanded definition of adventure tourism typically consists of the natural environment, making many nature-based activities considered a part of adventure tourism [3,9]
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