Role of Media on Adventure Experience

This paper analyzes the role of contemporary media on adventure experience of tourists in adventure tourism.

Running head: ROLE OF MEDIA ON ADVENTURE EXPERIENCE
The role of media on adventure experience of the tourists
Name of the Student:
Name of the University:
Author’s Note:

1ROLE OF MEDIA ON ADVENTURE EXPERIENCE OF TOURISTS
As opined by Cheng (2016), the tourism industry over the years had emerged as one
of the most important industries of the world on the score of the economic contribution that it
makes towards the national economies of diverse nations. For example, the net revenue
generated by the concerned industry in the year 2016 was more than $7.6 trillion while
registering a growth rate of more than 7% which is way higher than the other industries
(Hussain, Chen & Nurunnabi, 2019). Schweinsberg, Darcy and Cheng (2017) are of the
viewpoint that one of the most important aspects of the tourism industry is the fact that it
supports a plethora of other industries like hospitality, transportation, entertainment a1nd
others and also the revenues earned by them as well. However, it is seen that the tourism
industry over the years had undergone a significant amount of change and different kinds of
new emerging trends are dominating the concerned industry presently (Mohamed et al.,
2018). One of the most important emerging trends in this regard is the emergence of the
genre of adventure tourism in contrast to the other popular forms of tourism like leisure
tourism, medical tourism, cultural tourism and others which had dominated the tourism
industry over the years (Laurier, 2015). More importantly, the effective usage of different
kinds of media platforms as well as advertisements or media campaigns for the promotion
and the marketing of the same had contributed in a substantial manner towards the emergence
and popularity of the concerned genre of tourism (Triantafillidou & Petala, 2016). The major
problem arises because of the fact that the different kinds of media platforms just show the
thrills or the positive aspects of adventure tourism while subtly covering up the risks which
are involved in the same that can actually adversely affected the tourists. This paper will
analyze the role of cotemporary media on adventure experience of the tourists in adventure
tourism.
Mains, Cupples and Lukinbeal (2015) have articulated the viewpoint that the
popularity which the adventure tourism had gained in the present times can be attributed to

2ROLE OF MEDIA ON ADVENTURE EXPERIENCE OF TOURISTS
the inherent desire or the need of the individuals to indulge in different kinds of adventurous
activities. More importantly, as opined by Doran (2016), the problem of over-tourism is
another factor which has directly contributed towards the emergence of different kinds of
adventurous sports and also this form of tourism as well. In addition to this, it is seen that the
tourists during their vacations or holidays like to give up the routine or patterned lifestyle that
they lead in their everyday life and also to break the monotony of their lives (Williams &
Baláž, 2015). This is perhaps one of the major reasons why the tourists during their travel
vacations or holidays like to indulge in different kinds of adventurous sports or activities
which are likely to enable them to release their pent-up energy. In this context, it needs to be
said that the global adventure tourism sector is worth more than $89 billion and is expected to
grow at an even faster rate (Chang et al., 2018). More importantly, the role that the social
media and other kinds of media platforms have played towards the rise of these kinds of
activities on the part of the tourists during their vacations or holidays can in no way be
relegated to the background.
As per the “Adventure Tourism Market Study 2013”, more than 71.9% of the tourists
before their vacations or tours like to search the internet to get an idea about the different
kinds of adventurous activities that can indulge in the destinations that they are intending to
visit (Van Zoonen, 2017). In contrast to this, there are less than 12% of the adventure seeking
people does not indulge into such kinds of internet searches to find out the adventurous
activities that they can undertake at the concerned locations (Van Zoonen, 2017). More
importantly, another study reveals the fact that more than 68.1% of the tourists select the
destinations that are going to visit on the basis of the internet or media searches that they
made regarding the concerned destination and also the kind of adventurous sports options that
it offers (Mu & Nepal, 2016). In addition to this, it is seen that the marketing or promotional
advertisements and campaigns used by the tourism agencies and also the tourism departments

3ROLE OF MEDIA ON ADVENTURE EXPERIENCE OF TOURISTS
of the diverse nations. In this regard, the contributions made by the online media adventure
tourism sources like National Geographic Traveler, Outside Magazine and others can in no
way be relegated to the background (Hickman et al., 2018). For example, it had seen that
these media platforms had been greatly successful in creating an aura of glamour or
amusement around the different kinds of adventurous activities that the tourists had the
options to undertake during their travel vacations or holidays (Cheng et al., 2018). More
importantly, the reviews given by the other tourists and also the pictures or the images shared
by them over the different social media platforms like Facebook, Instagram and others have
significant contributed towards the creation of demand for the services offered by the
adventure tourism industry (Giddy & Webb, 2018).
Weiler and Black (2015) have articulated the viewpoint that one of the major
problems arises because of the fact that the majority of the media advertisements or the
campaigns used for the marketing or the promotion of the adventure tourism do not highlight
the risks that the tourists are incurring by indulging in such activities. For example, it is seen
that the majority of these advertisements or campaigns merely focus on the adventurous
activities that the tourists can undertake or the thrill that can get by indulging in such kinds of
activities (Sabiote-Ortiz, Frías-Jamilena & Castañeda-García, 2016). In this regard, it needs
to be said that in the particular context of Canada it is seen that there are various kinds of
hard adventurous sports activities like caving, paragliding, hiking, trekking, kite surfing and
others which the tourists can undertake during their vacations (Giddy & Webb, 2018). On the
other hand, there are various kinds of soft adventurous activities as well that the tourists can
indulge in like bird-watching, cycling, canoeing, horseback riding, surfing, sailing and others
(Giddy & Webb, 2018). Furthermore, it is seen that the different media platforms or sources
actively promote these activities that the tourists can undertake during their vacations and
even recommend the tourists to undertake these activities stating that indulging in them can

4ROLE OF MEDIA ON ADVENTURE EXPERIENCE OF TOURISTS
be a life-changing experience for them. However, as the recent trends suggests that there are
many tourists who have ended up incurring different kinds of accidents while undertaking
these adventurous activities and in some of the severe cases the tourists have even lost their
lives as well (Brown & Beames, 2017). For example, it is seen that more than 17.9% of the
tourists who indulge in different kinds of adventurous activities during their travel end up
incurring either a minor or a fatal accident (Hungenberg, Ouyang & Gray, 2019). It is
precisely here that the problem arises since the media platforms fail to depict this side of the
story to the tourists who are very enthusiastic about undertaking different kinds of adventure
activities (Jia et al., 2018).
The role that the contemporary media plays within the framework of the adventure
tourism industry becomes apparent not only from the fact that the different tourism agencies
or the tourism departments of the diverse nations are increasingly use them but also from the
fact that the tourists are getting influenced by them as well (Cheng, 2016). For example, just
like in the business world wherein the prospective customers become influenced by the
reviews or the comments given by the existing customers about the product or service that
they are about to purchase over social media or other media platforms, the same trend is
being witnessed within the tourism industry (Triantafillidou & Petala, 2016). The net result of
this is that the leading firms in the concerned industry are creating different fan pages and
others over the social media platforms for advertisements the wonderful time that the tourists
who had indulged in the adventure sports activities offered by them. More importantly, the
prospective tourists end up spending more than three to four months prior to their intended
vacations or holidays about the different tourist destinations which offer the best
opportunities for indulging into diverse kinds of adventure activities over the various media
sites (Williams & Baláž, 2015). However, what these individuals fail to look up over these
media sites or search about is the damage that these activities are likely to cause to health or

5ROLE OF MEDIA ON ADVENTURE EXPERIENCE OF TOURISTS
well-being (Pokharel, Poudel & Grala, 2018). Thus, it becomes all the more important for the
travel agencies to clearly state the risks that are involved in such activities and also the
individuals need to know precisely the thing that they are getting into by signing up for such
adventurous tourism activities. This is important because of the fact that it is directly related
to the experience that the tourists are likely to have during these adventure trips or vacations.
For example, if the tourists incur any significant health or well-being issue because of the
adventure activities that they undertake during the trips then it is likely that they would have a
negative experience and it is probable they would not undertake such activities in future
(Doran, 2016). This in turn is likely to adversely affect the prospects of the concerned
industry itself by reducing the number of tourists or participants that they get. Thus, it can be
said that the effective usage of media to convey important information like benefits, risks,
safety or security concerns and others become all the more important for the concerned
industry.
As opined by Chang et al. (2018), one of the most important reasons for this trend
seen within the adventure tourism can be attributed to the fact that the concerned agencies
and also the media platforms are taking the help of unethical marketing strategies rather than
opting for the usage of the social and ethical marketing measures. In this regard, it needs to
be said that the media outlets used by the tourism agencies and also the tourism departments
of the different nations rather than focusing of the dangers that the diverse kinds of
adventurous activities cause to their health or well-being simply state the thrill or the benefits
that they are likely to get by indulging in such activities (Laurier, 2015). Thus, it would be apt
to say that there is a need for change not only in the manner in which the media is being used
for marketing or promoting the adventure activities but also to cascade important information
regarding the risks and health or well-being issues that such activities pose to the tourists.
One of the most important measures in this regard as already mentioned is the full-fledged

6ROLE OF MEDIA ON ADVENTURE EXPERIENCE OF TOURISTS
usage of the process of social and ethical marketing through which the concerned firms and
also the tourism departments of the different nations would be able to convey the desired
information to the tourists who are about to undertake such kind of activities (Van Zoonen,
2017).
Hickman et al. (2018) have articulated the viewpoint that one of the best possible
manners in which the different media platforms can be used for enhancing the experience of
the tourists who plan to participate in diverse kinds of adventure tourism activities is to
educate them regarding the safety aspects that they need to take into account while
undertaking such activities. For example, if the different firms and also the tourism
departments of the different nations update the safety or security parameters that the tourists
would be required to follow while undertaking adventure sports activities over the media
platforms it is more likely that the prospective tourists would read them while undertaking
research regarding the destinations that they want to visit (Giddy & Webb, 2018). This in turn
would not only educate them in an effective manner but at the same time would enable them
to make better decisions regarding the choice of the destination and also the kind of
adventure activities that they want to indulge in (Bakhtishodovich et al., 2015). More
importantly, this is also likely to elevate the experience of the tourists who intend to
participate in such activities by mitigating the risks or health or well-beings issues that they
might face during such activities through spreading awareness (Mains, Cupples & Lukinbeal,
2015).
An important measure that the tourism agencies which offer adventure sports facilities
to the tourists during their vacations can use is to offer short safety or security courses over
the online media platforms. In this regard, it needs to be mentioned that although the tourists
before indulging in any adventure activities are being briefed about the things that they need
or do and also the things that they should not do yet they often do not prove to be fruitful

7ROLE OF MEDIA ON ADVENTURE EXPERIENCE OF TOURISTS
(Cheng et al., 2018). One of the probable reasons for this is the fact that the tourists are
briefed only for a few moments and majority of the time it is seen that the instructors do not
even bother to check whether the tourists have understood the instructions or not. This in turn
had contributed in a significant manner towards the large number of accidents or hazards that
the tourists had to face while undertaking such activities and thereby heightened security and
safety concerns (Hungenberg, Ouyang & Gray, 2019). However, if such information or
education is being provided to the tourists prior to their actual trip or tour then the tourists
would not only get adequate time to understand them but also practice them as well so as to
avoid accidents during the trip. Thus, it is likely that in absence of any accidents or health
issues the tourists would have a positive experience during such trips or tourism activities.
To conclude, different kinds of adventurous activities have gained a significant
amount of prominence within the cannon of the contemporary tourism industry and are being
used extensively to enhance the experience of the tourists during the vacations or the trips.
More importantly, it is seen that the different media platforms play an integral role not only
for the promotion of such activities to entice the tourists but at the same time to educate the
tourists regarding the safety or security precautions that they need to take while indulging in
such activities. However, it is seen that the majority of the marketing campaigns or the
advertisements used by the different firms for the promotion of such activities merely focus
on the thrill or the benefits that the tourists are likely to derive rather than highlighting the
risks or the health concerns which are involved in the process. Thus, it can be said that there
is a need on the part of the firms to use the concept of social and ethical marketing and taking
the help of media not only highlight the risks which are involved in the process but at the
same time educate them as well so that they can mitigate the associated risks.

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9ROLE OF MEDIA ON ADVENTURE EXPERIENCE OF TOURISTS
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