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Adventure Tourism ,[object Object],Presented by:,[object Object],Graham Archer MIDM, DipDM, FDT!,[object Object]
Who am I and what are all those initials about?,[object Object],Diploma in Direct Marketing,[object Object],Member of Institute of Direct Marketing,[object Object],Fully Dragon Tested…?,[object Object]
Three Dragons in Four years,[object Object],There are three reasons to be in business. To make money, to have fun - and to make money ,[object Object],Never give up. Learning from failure is an essential part of the entrepreneur's experience,[object Object],Believe in yourself, never give up and go about your business with passion drive and enthusiasm. ,[object Object]
Adventure tourism at Red Letter Days,[object Object],North pole Fly in ,[object Object],Arctic adventure,[object Object],Plenty of Adventure – just without the Tourism bit!,[object Object]
Graham – Driving and Gourmet or “The Fast Food team”,[object Object]
Agenda ,[object Object],What is Adventure tourism?,[object Object],Examine the target market and why they choose to engage in this particular special interest sector. ,[object Object],Identify and justify future challenges this sector is likely to face in the next decade.,[object Object],Recommend and evaluate possible strategies this sector must adopt to address the problems facing it.,[object Object],Q & A,[object Object]
What is Adventure tourism?,[object Object],“A leisure activity that takes place in an unusual, exotic, remote or wilderness destination. It tends to be associated with high levels of activity by the participants, most of it outdoors. Adventure travellers expect to experience varying degrees of risk, excitement and tranquillity and to be personally tested. In particular they are explorers of unspoilt exotic parts of the planet and also seek personal challenges.” (Mintel Report, 2001:5) in Novelli, 2005: 204.,[object Object]
What is Adventure tourism?,[object Object],“The spectrum of adventure activities ranging from non hazardous to high risk has led to the concept where adventure tourism can be categorised as either ‘soft adventure’ or ‘Hard Adventure’. Soft adventure would involve very low risk and may be undertaken by anybody physically fit and able, yet they would not necessarily need to have any previous experience in their chosen holiday. Accommodation would be provided and there would be little or no need for participation in anything other than the chosen holiday. Motivation for this would be more to the experience rather than the expectation of encounter with any risk. On the other hand, hard adventure would require previous experience, recognised levels of competence, ability to cope with the unexpected and skills associated with type of holiday.” ( Novelli, 2005: 203),[object Object]
Target Market  - Socio demographics (Source -Mintel -May 2008),[object Object],Age:– ,[object Object],Younger, independent adventure travellers may organise own adventure activities,[object Object],Average age of  those travelling with a tour operator is relatively high,[object Object],More than 55% of visitors to the Adventure travel show were aged over 40 years,[object Object]
Many operators report older end of market is fastest growing,[object Object],E.g.”Empty nesters” have :,[object Object],Disposable income,[object Object],Time to go on longer trips,[object Object],Remain fitter until much later in life,[object Object],Desire to see the world,[object Object],“Were taking more older people in the 55-75 age group. They may have heard their kids talking about a gap year and want a company that will take them to exciting places but in a safe, comfortable environment” -Jonny Bealby Founder of Wild Frontiers,[object Object],Average age of Wild Frontiers customer was 47 years ( 2007),[object Object],Target Market  - Socio demographics (Source -Mintel -May 2008),[object Object]
There is a real demand out there for this kind of experiential or adventure travel. These days everyone has everything they need, living daily life is not a challenge; people want excitement, to feel and see things, they want authentic experiences of another world. It has been said that we’re selling dinner party conversations –people want to do something unusual they can talk about.” – Jonny Bealby –Founder of Wild Frontiers,[object Object],Motivations and Money,[object Object]
Target market –some real people and their experience,[object Object]
Target market and motivations - Georg von Bülow  (50 something),[object Object],Here’s an Everest trekking group  - ages ranged from 27 to 61,[object Object]
Target market and motivations  ,[object Object],    “The reason most of the people in my group went on this trip was that they wanted to do something unusual and challenging. I guess there was a fair bit of mid-life crisis involved, but for some it was just a question of life style. Why did I go? Difficult to say – I suppose I just wanted to see whether I could do it, apart from my curiosity about seeing the Himalayas”,[object Object],Georg von Bülow  - Senior Presales Architect Adobe Systems,[object Object]
Target market and motivations  - Georg von Bülow,[object Object]
Target market and motivations – Chris Humphries – 35,[object Object],3 months in South America including: Brazil, Peru and Bolivia,[object Object]
Target market and motivations – Chris Humphries – 35,[object Object],“The target market for my trip were people in their 30's they had decided to take time out and travel the world. People that like me were independent, had savings or significant disposable income to fund the trip and the confidence in being able to get another job on return to the UK. Myself and Becs choose to embark on the trip due to a passion for travel and adventure. Travelling through South America is certainly an adventure whilst many parts of Asia can be considered a holiday. Language, cultural barriers and landscape make for a challenging but very rewarding trip”.,[object Object],Chris Humphries – CRM Marketing Manager  - Carphone Warehouse (35),[object Object]
Bolivian Mount biking on the Worlds most dangerous road,[object Object],A dusty single track dirt road descending 3,000m and 60 odd kilometres, vertical drops on the hair pin bends, no crash barriers and even the company said “Only one rider had died in recent years!”.,[object Object]
Engaging with the locals…,[object Object],The cute ones in Borneo,[object Object]
Engaging with the locals…,[object Object],Bolivian Silver miners –life expectancy 40! ,[object Object]
Target market and motivations – Ruth Chapman – 32,[object Object],100 day “Americas” trip,[object Object]
Target market and motivations – Ruth Chapman – 32,[object Object],Ice trekking in Chile,[object Object]
Target market and motivations – Ruth Chapman– 32,[object Object],“Having worked at Red Letter Days and Voyage Concepts for over 5 years, I wanted to taste - as a customer myself for a change -some of the Adventure I’d created on behalf of other customers – all before I was financially committed at home in the UK (House buying etc)”,[object Object],Ruth Chapman ex Red Letter Days and Voyage Concepts,[object Object]
Identify and justify future challenges ,[object Object],Ideas?,[object Object]
Future challenges - Overview,[object Object],"The level of adventure expected in an adventure tourism product is very much dependent on the person's level of expectation and experience of the particular sport or the type of activity chosen. ...furthermore if it is well organised the participant will perceive the risk less than what appears." Novelli, 2005:208 ,[object Object],The challenge for the operators is dealing with the risks of operating in this niche market as tourists will expect a certain level of risk - and things can go wrong. Customers can be dissatisfied if they feel they have been unnecessarily exposed to risk and situations they are not skilled enough for. On the other hand, if an activity is too closely supervised then the hard adventure tourism will be a little miffed! For the operators, it is about getting the balance right.,[object Object]
Future challenges – some traveller feedback!,[object Object],Difficulty in creating truly “adventurous” destinations. ,[object Object],“The route to Everest Base Camp was absolutely crowded, so we never had any feeling of being remote or in the wilderness”.,[object Object],The more of a mass market this becomes, the more incidents and accidents there will be - increasing the holiday costs.,[object Object],“ in our group we had one chain smoker, one seriously overweight person (apart from me, that is), and the four diabetics I mentioned before. The four who had to be helicoptered down (at a cost of $50,000 each!) were among these”.,[object Object],Makes it more difficult to recruit suitable participants, and it drives up the cost of holidays.,[object Object],Environmental impact,[object Object]
Future strategies to adopt ,[object Object],Thoughts ?,[object Object]
Recommend and evaluate future strategies sector might adopt ,[object Object],Recruit suitable customers,[object Object],Vet potential clients for suitability,[object Object],More rigorous Health and Safety ,[object Object],“No new adventures”?! ,[object Object],Carbon offsetting and other environmental initiatives,[object Object],Recruit suitable customers,[object Object],Vet potential clients for suitability,[object Object],More rigorous Health and Safety ,[object Object],Carbon offsetting and other environmental initiatives,[object Object],“No new adventures”?! ,[object Object]
Questions and Answers,[object Object],Over to you!,[object Object]

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Notas do Editor

  1. So who are these Adventure tourists? I’m fortune to know a few so here’s their experiences, thoughts and motivations for becoming an Adventure tourists