ABSTRACT
The exact size of the adventure tourism market is still debated because of: the lack of a standard adventure tourism definition; the fact that the phenomenon of adventure tourism is both new and complex; the majority of available research on adventure tourism is kept confidential as it is collected for individual companies’ marketing purposes; government and industry awareness of adventure tourism is not equally developed worldwide; and the available data on adventure tourism are difficult to use due the lack of comparability. Although it is difficult to measure the market, Fluker and Turner (2000) explain that the adventure tourism market is a newly emerging, fast-growing sector of tourism. Swarbrooke et al. (2003) further concur that although the adventure tourism market appeals to an expanding population who are seeking self-fulfilment and excitement through participating in physically and mentally stimulating activities, the patterns of consumer behavior are in a constant state of flux.
