Guide Recogniction of Client Motivation in Adventure Tourism

Abstract

Adventure tourism is different from other types of tourism experiences because of the deliberate seeking and/or acceptance of physical risk. It is also different from recreational adventure tourism because of the commercially responsible role of the guide. A guide is required to monitor the potential physical risk sought by the adventure tourist that distinguishes adventure activities from general tourism. The marketing role of the guide has significant importance and it is postulated that guides can enhance the needs of separate market segments of adventure tourism in order to enhance customer satisfaction. The role of the guide is analysed using a sample of 260 clients of a whitewater rafting company where their motivations are compared with those recognised by their river guides. The degree of overlap of recognition between the participants and the commercial operator are interpreted in regard to what is needed to achieve overall satisfaction.