Adventure Tourism Research Articles

ABSTRACT Purpose/Rationale This paper investigates how adventure racing shapes participants' psychological outcomes within sports tourism. It aims to clarify how recreational involvement comprising attraction, centrality, and self-expressiveness and nature relatedness influence the flow experience and, consequently, life satisfaction and eudaimonic well-being. Design/Methodology/Approach Quantitative data were collected from 178 adventure racing participants in Brazil. Established scales measured the constructs, and relationships were tested through structural equation modeling (SmartPLS) to assess direct and mediated effects among variables. Findings Attraction, centrality, and nature relatedness significantly predicted flow, which in turn positively affected both life satisfaction and eudaimonic well-being. Self-expressiveness showed no significant effect. Flow mediated the influence of involvement and nature on well-being outcomes. Practical Implications The results guide event organizers and destination managers to design structured, nature-immersive race environments that balance challenge and skill, facilitating flow and enhancing psychological benefits for participants. Research Contribution This study advances understanding of positive psychological mechanisms in adventure tourism by integrating nature relatedness and flow into a comprehensive well-being framework. Originality/Value It is among the first empirical investigations linking nature relatedness, recreational involvement, and flow to dual well-being dimensions in adventure racing contexts, providing a robust foundation for future adventure tourism theory and practice.

ABSTRACT This empirical research explores the effects of perceived risk, thrill and prior knowledge in adventure tourism's offerings and the decision-making mechanism consumers go through. It comprises of two between-subject experimental studies capturing Millennials and GenXers participants. The research reconciles the ‘risk’ versus ‘thrill’ debate, showing both matter in the consumer’s mind. Younger Millennials embrace risk, motivated by intense adventures despite slight anxiety, while older GenXers prioritize thrill over risk. The two studies advance adventure tourism understanding, shedding light on the interplay of risk, thrill, and anxiety in decision-making while guiding marketers targeting different generational segments.

Adventure tourism has established itself as a growing sector that integrates physical activity, interaction with nature, and cultural exchange. Understanding the heterogeneity of demand is crucial for designing effective and sustainable destination management strategies. Despite the global growth of adventure tourism, there is a scarcity of empirical studies analyzing the motivations, segmentation, and loyalty of tourists in emerging coastal destinations. This study contributes to filling this gap by providing evidence from the case of Santa Elena, Ecuador. This study examines the motivations, market segmentation, and loyalty of adventure tourists in Santa Elena, an emerging coastal destination in Ecuador. Based on a survey of 318 visitors and using exploratory factor analysis (EFA) and k-means cluster segmentation, five motivational dimensions were identified: learning, social, biosecurity, relaxation, and competence-mastery. The results revealed two distinct segments: (i) Relaxation seekers, primarily motivated by rest and stress reduction, and (ii) multi-motivation tourists, with high levels of motivation across all dimensions. This latter group showed greater loyalty, evidenced by the intention to return, recommend, and spread a positive image of the destination. The study contributes to academic knowledge by proposing a motivation-based segmentation model that integrates emerging dimensions such as biosecurity and offers practical implications for the sustainable management of adventure destinations. It recommends designing differentiated tourism products that cater to dominant motivations, thereby strengthening competitiveness and contributing to the sustainability of tourism in emerging contexts.

This study traces the remarkable transformation of Rishikesh, Uttarakhand, over two decades—from a tranquil pilgrimage town to a vibrant hub of global tourism. Drawing on government records and verified data, it explores how spiritual, wellness, and adventure tourism—especially yoga schools and river rafting—reshaped the town’s identity and economy. The paper highlights the digital amplification of Rishikesh’s global appeal and unpacks the severe disruption caused by the COVID-19 pandemic. Equally important, it investigates the growing environmental pressures from unregulated tourism, such as mounting plastic waste and overstretched municipal services. Finally, the paper presents sustainable tourism strategies tailored to Rishikesh’s unique socio-cultural and ecological context, aiming to balance growth with preservation. Drawing on time-series and environmental data, the study combines statistical trends with qualitative inputs to assess sustainability gaps. Findings reveal the sharp rise in non-biodegradable waste, digital crowding effects, and the absence of resilient tourism governance.

Since the second half of the 20th century, major changes have occurred worldwide in the perception of sport and sports tourism. Economic development and technical progress in every field have led to the emergence of new sports, which have become particularly attractive, especially for the young population. Therefore, sports tourism is becoming one of the expanding forms of tourism, which involves a multitude of relationships between tourists engaged in different activities (physical exercise, sports competitions, adventure tourism, sports entertainment and cultural exchange activities), on the one hand, and the tourist destination, on the other. In this study, we propose an analysis of the relationships between the University Football Championship, 2023 Edition, and tourism in the host destination, Oradea Municipality. This was possible after consulting, through the survey method, the members of the football teams from eight university centers in Romania, who participated in the University Football Championship, 2023 Edition, in Oradea. The results obtained were quantified after calculating two synthetic indicators, namely: the value of the sports index, which takes into account four qualitative criteria (quality of the game, quality of interaction, quality of the result and quality of the physical environment), respectively the value of the tourist index, also related to four qualitative criteria (tourist experience, tourist satisfaction, recommendation intention and return intention). In the case of both indicators and following their correlation, high average values were recorded, which can be attributed to the exceptional playing conditions offered by the organizer - the University of Oradea, respectively to the particularly favorable perception and satisfaction gained by the participants, following visits to the tourist attractions in Oradea Municipality, which proves, without a doubt, that the settlement on the banks of the Crișul Repede is one of the favorite tourist destinations in Romania .

ABSTRACT This study examines how serious leisure, specifically outdoor climbing, can serve as a value driver in rural development and place branding. Brodalen in Sweden serves as the empirical context for the abductive case study. Brodalen, once a traditional agricultural community, has developed into a prominent climbing destination. This transformation is fuelled by increased lifestyle migration, the rise of remote work opportunities, and significant investments in local climbing infrastructure. Ten interviews were conducted with key stakeholders in Brodalen, aiming to explore how grassroots narratives and participatory place branding initiatives contribute to shaping place identity and rural development. Findings emphasise climbing as a key value driver, fostering an identity that integrates Brodalen’s agricultural heritage with adventure tourism and environmental stewardship. Climbing, as a form of serious leisure, generates value across economic, cultural, social, and symbolic dimensions, strengthening community resilience and inclusive stakeholder collaboration. The study bridges serious leisure theory with place branding and rural placemaking, using narrative capital to examine grassroots identity work. Brodalen illustrates a rural community balancing tradition and modernity, while facing pressures from its growing popularity that may undermine the values climbers seek to uphold.

ABSTRACT How can nature-based tourism represent well-being and how can escapism alter well-being experiences in nature. This study proposes that a new form of escapism is pertinent, giving room for meaning and well-being, based on meaningful tourism encounters. Escapes can be found in the wilderness or in adventure tourism experiences and can also include unplanned escapes from urban townscapes or even from tourism itself, representing positive escapes that enhance mental health and happiness. The extensive focus on escapism through out-of-the-ordinary experiences calls for research on more mundane forms of escape. This study is based on a quantitative survey. The findings indicate that escapism does not have to come from extraordinary experiences; ordinary experiences on holiday can also improve well-being by taking on new forms. The study finds that escapism is a motivation for experiences in nature and for the well-being of tourists. Tourists experience escapism in two main ways: through rest and calm, and through excitement and mastery of activities and where outer and inner escape unite, ‘flow escape’ emerge. The implications of this study are that escapism embodies something meaningful for tourists. A focus on the meaning of escapism in tourism could thus lead to more sustainable well-being.

This research examines how Chinese media portrayals of Pakistani content shape tourism promotion and audience attitudes. With increasing diplomatic and economic engagement between Pakistan and China, particularly via the China-Pakistan Economic Corridor (CPEC), the media have become a crucial tool for cultural diplomacy and tourism promotion. Applying a mixed-methods design, the study integrates qualitative content analysis of 30 Chinese media pieces, such as documentaries, travel programs, and social media posts, with a quantitative survey of 500 Chinese aged 18–45 who had been exposed to Pakistani tourism-related media. Content analysis showed that 60% of the coverage highlighted Pakistan's natural beauty (e.g., Hunza, Swat, and Karakoram), while 30% highlighted cultural and historical heritage (e.g., Lahore, Taxila). Eco-tourism and adventure tourism contributed 15%, and 10% focused on security and infrastructure problems. According to survey findings, 80% found Pakistan to be a desirable tourist destination, and 85% recognized that media exposure affected them in a positive manner. Yet, 40% were concerned about travel arrangements, safety, and the complexity of visa requirements. Driven by Cultural Proximity Theory, the research illustrates how cultural and historical similarities between Pakistan and China make tourism-related content more effective. Though the media has been able to create interest and enhance images, concrete obstacles like visa formalities and issues of security discourage actual travel plans. The research suggests increased media cooperation, responding to concerns related to security, easy visa procedures, and the use of social media influencers to translate interest into a rise in tourist visits.

Sustainable development strategies for adventure tourism in the Hindukush, Himalaya, and Karakoram Region of Pakistan

This study explores the influence of motivation and satisfaction on visitor loyalty in the context of adventure tourism, focusing on the Skywalk activity at Kuantan 188 (K188) Tower in Kuantan Pahang, Malaysia. As experience-driven travel becomes increasingly prominent, understanding the psychological and experiential factors that encourage visitor retention is essential for sustainable tourism development. Employing a quantitative research design, data were collected from 265 visitors using purposive sampling, targeting individuals who had experienced the skywalk activity. A structured questionnaire measured motivation, satisfaction, and loyalty using a 7-point Likert scale, and the instrument demonstrated high reliability across constructs (Cronbach’s α >0.90). The data were analyzed using descriptive statistics and multiple regression analysis to examine the relationships among the variables. The findings reveal that both motivation (β = 0.320, p < .001) and satisfaction (β = 0.531, p < .001) significantly influenced visitor loyalty, with satisfaction emerging as the stronger predictor. These results underscore the importance of delivering fulfilling and emotionally engaging experiences in enhancing loyalty especially in exciting and thrilling adventure tourism and nature-based tourism environments. The study contributes to the growing body of adventure tourism literature by empirically validating the link between visitor experience components and loyalty behavior. The findings offer valuable insights for tourism managers, marketers, and policymakers in designing targeted, experience-based tourism strategies.

Introduction: This study analyzed the agroecological tourism potential of adventure hiking trails to Las Grullas Waterfall in Chiquimbuy, Barinas, Venezuela, with the goal of developing a sustainable tourism model. Methodology: A qualitative descriptive approach with a field design was adopted, utilizing a participatory methodological model. Data collection included field trips with students, photographic records, observation guides, and GPS, followed by content analysis and epistemic matrices. Results: The findings revealed significant agroecological and adventure tourism potential, highlighting four key resources: the coffee and musaceae agroecological trail, biodiversity viewing, the adventure trail, and Las Grullas Waterfall, with the operator Movida Verde as the key promoter. Conclusion: It was concluded that Chiquimbuy, with its rich biodiversity and local crops, is ideal for agroecological tourism, requiring infrastructure and training for sustainability. It is recommended to improve trails and safety, diversify adventure activities, and conduct market and carrying capacity studies. Strengthening the local community, diversifying tourism offerings with activities such as birdwatching and gastronomy, and ensuring environmental sustainability through responsible practices and education are crucial for comprehensive and beneficial tourism development.

Cachoeira da Mulada (Mulada Waterfall), located in the Reserva Bertussi in Criúva (Caxias do Sul, RS, Brazil), is a potential geosite within the volcanic Serra Geral Group (GSG). This thick package represents a vast magmatic event that preceded the opening of the South Atlantic. The site combines scenic beauty, adventure tourism, and cultural heritage, making it a significant geotourism attraction. The geological framework places the waterfall within the Paraná-Etendeka Large Igneous Province (PELIP), characterized by flood basalts and acid units of the Early Cretaceous. Two main formations occur at the waterfall: the Vale do Sol Formation (VSF) at the base and the Palmas Formation (PF) at the top, with distinctive rubbly pahoehoe basaltic flows and acidic lava structures shaping the landscape. The Bertussi family maintains the Cachoeira da Mulada, which attends to the site’s cultural legacy, notably as pioneers of traditional Gaúcho music, with the "Irmãos Bertussi" duo gaining national recognition. The site also hosts one of the largest outdoor canyoneering training complexes in Rio Grande do Sul, offering varied rappel routes and training opportunities. A thematic map and digital guide were developed to enhance the visitor experience, alongside educational panels covering geological, geomorphological, botanical, and cultural aspects. Quantitative assessment using the Brilha Method yielded high scores: 290/400 for scientific potential, 310/400 for touristic potential, and 320/400 for educational potential, with a moderate degradation risk (150/400). The results highlight the site's exceptional geological features, strong geotourism appeal, and cultural importance, reinforcing its value for conservation and sustainable ecotourism.

Digital Marketing in Adventure Tourism: Trends, Challenges, and Implications: A review

This study explores the intricate relationship between ecotourism and environmental protection, with a focused study on the Sharavathi River Valley in Karnataka’s Shivamogga district. Nestled within the biodiverse Western Ghats, the Sharavathi Valley is a prominent ecological zone known for its waterfalls, forests, and endemic wildlife. As ecotourism gains momentum, the region presents both opportunities and challenges in achieving sustainable development. The study focused on how ecotourism initiatives in the valley—such as regulated adventure tourism, eco-friendly accommodations, and community-based conservation—contribute to preserving natural ecosystems while supporting local livelihoods. It also highlights pressing concerns, including eco-tourism, waste mismanagement, deforestation, and the environmental impact of hydroelectric projects, and it also emphasizes the importance of balancing tourism and conservation to protect the Sharavathi River Valley's ecological integrity for future generations..

Pursuit of entertainment or self-expression? Research on adventure tourism

Batu City, widely known as the "City of Tourism," faces mounting environmental pressures due to its dependence on tourism and rapid urban development. This study aims to assess land suitability and tourism carrying capacity within a disaster mitigation framework using Cloud-based Web Geographic Information Systems (GIS). The analysis considers multiple spatial and environmental variables, including natural disaster risk, land capability, erosion potential, and drainage suitability. The results indicate that 86% of the city’s land has low natural disaster risk, making it well-suited for eco-tourism and adventure tourism development. Conversely, 14% of the area shows moderate risk levels, underscoring the need for targeted planning and mitigation efforts. These findings highlight the importance of balancing development with environmental safeguards and involving stakeholders in sustainable infrastructure planning. As a practical output, the study supports the development of the SIMAMBA (Information System for Land Capacity and Suitability Distribution Based on Disaster Mitigation), designed to aid policymakers in guiding tourism development that respects ecological, social, and economic limits. In conclusion, the research reinforces the complementary roles of GIS and carrying capacity assessments in promoting sustainable tourism. Their integration offers a strategic pathway to enhance the resilience of Batu City's tourism sector while conserving its natural resources for future generations.

Tourism in North Bengal has emerged as a multidimensional development and political strategy that integrates the region’s diverse geographical, cultural and historical assets. Spread across the Himalayan districts of Darjeeling and Kalimpong, the fostered regions of Jalpaiguri and Alipurduar, the royal Heritage of Cooch Behar. North Bengal presents unique opportunities for eco-tourism, heritage tourism, adventure tourism and cultural tourism. Government policies have focused on upgradation of infrastructure, construction of tourist lodges, promotion of tourism villages and establishment of eco-friendly homestays, particularly in Alipurduar and the Dooars. Special attention has been given to heritage conservation in Cooch Behar, supported by new connectivity projects like rail links and scenic tourist trains. Tourism in North Bengal is closely linked with political image-building and regional identity formation. In areas like Darjeeling and Kalimpong tourism policies are often shaped to support ethnic and cultural narratives, while in Alipurduar, tribal participation in eco-tourism has been emphasized as a model of inclusive growth. Across the region, tourism serves as a political tool to project development, secure electoral support and promote local leadership. Through a combination of sustainable practices, community involvement, infrastructural investment and promotional strategies, the tourism landscape of North Bengal today stands as a critical intersection of economic planning, cultural revival, social inclusion and political symbolism.

ABSTRACT This study explores the relationships between perceived travel constraints, travel intention, and destination choice among Indian women involved in Mountaineering-based adventure tourism (MbAT). It also examines how travel motivation moderates these relationships, specifically whether motivated women can more effectively overcome constraints to engage in adventure tourism. Data was collected from 361 women adventure travelers, and analyzed using PLS-SEM and moderation analysis. The results indicate that travel constraints have a negative impact on travel intention and destination choice. While travel motivation mitigates the negative impact on travel intention, it does not affect destination choice. Implications and limitations of the findings are discussed.

The marketing field continues to evolve due to increasing global competition and advancements in technology. The technological revolution, combined with changing consumer habits among newer generations, has introduced new ways to communicate with consumers, especially in the tourism sector. Today, digital marketing plays a crucial role in success of tourism businesses, significantly shaping their strategies to attract and engage consumers. In addition to digital marketing, brand awareness is also a key factor in the effectiveness of tourism promotion. Indonesia’s rich natural resources present a strong foundation for tourism, and it is expected that tourism managers in Madiun Regency will utilize the internet as a main marketing tool. This study aims to explore how digital marketing is used to build brand awareness in tourist villages in Madiun Regency. Using a qualitative research approach, the study examines three tourism sites: Pundensari Market Tourism, Watu Rumpuk Tourism, and Brumbun Tubing Adventure Tourism. The findings reveal that while digital marketing efforts to build brand awareness have been in place since the early stages of tourism village promotion, their implementation has faced challenges that have limited their effectiveness.

This study examines the key factors that influence tourists’ perceptions of destination quality and loyalty in the context of adventure tourism in Santa Elena, Ecuador, an emerging destination in Latin America. A quantitative approach was used, with data collected through an online questionnaire completed by 318 participants. Structural equation modeling was conducted using SmartPLS 4 to examine the relationships between motivational constructs (intellectual curiosity, health assurance, stress relief, physical condition, and social connection), perceived destination quality, and loyalty. The findings reveal that health assurance (β = 0.395, p < 0.001), stress relief (β = 0.417, p < 0.001), and intellectual curiosity (β = 0.143, p = 0.010) significantly influence perceived destination quality, while social connection and physical condition did not show significant effects. Moreover, perceived destination quality strongly predicts tourist loyalty (β = 0.634, p < 0.001). The model explains 63.5% of the variance in destination quality and 48.1% of that in loyalty. These results highlight the importance of post-pandemic health concerns, emotional well-being, and intellectual engagement as drivers of satisfaction and loyalty in adventure tourism. While existing research has largely focused on motivations and quality perceptions in adventure tourism within developed regions, studies in post-pandemic settings across Latin America—especially using validated structural models—remain scarce. This study also contributes to filling a gap in the literature by analyzing post-pandemic tourist behavior in Latin America, an underexplored context in existing research on sustainable and adventure tourism. The findings offer theoretical contributions to the field of adventure tourism and practical recommendations for destination managers seeking to enhance their competitiveness and visitor retention in the post-pandemic context.