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- W2223222912 abstract "Women constitute the dominant market for the packaged, overnight commercial adventure tourism industry, typically comprising more than 60% of all participants. By contrast, the non-commercial outdoor recreation sector is still largely dominated by men. While recognising this fact, however, few tour operators target their marketing efforts specifically at women. More significantly, adventure tour operators appear to have a poor understanding of what motivates women to participate in their activities and what benefits they gain from participation. These misconceptions, in turn, are hindering the economic viability of many businesses. This paper reports on a recently completed exploratory study that compared operators' perceptions of the appeal of various trip attributes with those reported by women who participated in packaged adventure travel. It found that while operators have a good general understanding of the personal benefits women gained from purchasing their products, they tended to over value the specific trip characteristics, such as packaging and the provision of equipment and significantly under value the fact that their products enabled women to overcome a range of social, time and societal barriers that would have otherwise restricted their participation in the activity." @default.
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- W2223222912 date "1994-01-01" @default.
- W2223222912 modified "2023-09-24" @default.
- W2223222912 title "Women and commercial adventure tourism: Does the industry understand its largest market?" @default.
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