Adventure travel market segmentation

Schneider, Paige P., Vogt, Christine A. and Smith, Sandi W. (2005). Segmenting the Adventure Travel Market by Activities: An Extension of Sung, Morrison, and O’Leary.  

This research report focuses on the adventure travel market segmentation based on various adventure activities that are considered as a product. The research suggests that the adventure travel category consists of twenty-seven (27) activities. Adventure travel activities are divided into four groups: cerebral pursuits, expedition discovery, question marks and soft nature. 

Cerebral pursuits group consists of bird watching, cultural activities, ecotourism, educational programs, environmentally sustainable activities, visiting historical sites and walking tours.

Expedition discovery group includes research expeditions and safaris.

Question marks group features hunting, sailing, skiing and snorkeling.

Soft nature group includes backpacking, bicycling, camping, canoeing, climbing, hiking and kayaking. Get more information about adventure travel market segmentation.

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