Need for a Professional Approach to Risk Management in Adventure Tourism Industry
Price, Sophie and Driscoll, O. Cian (2010). “Perceptions of Risk in Irelands Emerging Adventure Tourism Industry.” Institute of Technology, Tralee.
This Irish adventure tourism industry paper discusses importance of risk element in adventure tourism and its management. Although adventure tourism companies try to add different levels of risk in their products, information about “tourists’ perceptions of risk” and its management is insufficient. Unprofessional risk management leads to accidents and unwanted deaths. Thus, an adventure becomes a misadventure. Perceived risk and real risk of eight adventure activities are compared in the report. For example, perceived risk is higher than real risk in kayaking. Images used in marketing material may increase or decrease the perceived risk of an adventure product. Many adventure tourism companies inIrelandare taking in account perceived risk, but there are no focused strategies to manage the perceived risk.