Keeling, Andrew (2003). Getting into Action- the UK Adventure Tourism Market. ACK Tourism.
This article focuses on various aspects of the U.K. adventure tourism market. The most interesting part of the article is that adventure tourism is defined before evaluating the market. Adventure tourism is “Holidayand day visits that involve participation in active or adventurous outdoor activities, either as a primary or secondary purpose of visit.” However, precise statistics regarding adventure tourism is unavailable. The United Kingdom Tourism Survey (U.K.T.S.) suggests that the adventure vacations account for about 4% of all domestic vacations. Adventure activities are becoming a fashion.
The most popular adventure activities include climbing, hill walking, mountain biking and non-motorized water sports. Younger travelers account for more than 50% of travelers taking holiday trips for adventure activities. Most of the adventure vacations are organized independently by travelers. Adventure travelers prefer camping and self-catering accommodations.
The adventure market is divided into eight tourist market segments: Activity Clubs, Corporate Groups, Dabblers, Education and Youth Groups, Enthusiasts, Learners, Samplers and Special Occasion Buyers.