Developing a Sustainable Adventure Tourism Business in Squamish

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Business Plan
Adventure services

Introduction
Adventure services can be defined as the business process in which the business-end provides
services related to adventures and thrills. Adventure services basically includes all the adrenalin
rushing activities such as trekking, rafting, rock climbing, and more. These activities when
performed under guides and professionals in tourist destinations are determined as adventure
services. In this report, the various process involved in the development of a new adventure
service is described. This report describes the selection of adventure services as business case
and the reason behind selecting the particular business area. This report also provides the
description of the geographical area and the reasons behind selecting it. In this report, the process
of determining the target market and their audience is being described. This report also speaks of
the challenges involved in building an adventure services business. In this report, the
opportunities and benefits of building an adventure services business is also being describes.
This report also presents the strategies used in developing the adventure service business.

Tourism Products
The business type selected in this report is adventure services. Adventure services is selected as
the business area in the report as this business provides various advantages to the local
governments by attracting more adventurer enthusiasts and tourists, thus providing more revenue
to the governmental organisations. This business area also helps the customers to know about the
natural environment as well as help youngsters and adults in learning various new aspects. The
adventure services business is also advantageous as it is a non-degrading type of business in
which customers are eminent.
Regional Geography
The location selected for the particular business to provide adventure services is Squamish.
Squamish is located in British Columbia, Canada. This location is selected for providing
adventure services as the location is beautiful and mesmerising, in which all source of natural
beauties are available. The selected location also has a wonderful climate and vegetation which
makes it perfect for providing adventure services. Squamish is provided with many small and big
hills with steep and slopes which makes it a perfect destination for adventure sports such as hill
climbing and rock climbing. The geographic area of Squamish is also provided with water bodies
which include lakes and rocky-river streams. This addition of water bodies makes the location
perfect for conducting water sports such as river rafting and boat riding. The selected location
also contains lush vegetation with plenty of trees and shrubs, thus making the location an
absolute destination for trekking and having a nature-based experience (Cornelissen, 2017).
Target Market
The main target market suited for this adventure service business includes audiences from all age
groups ranging from infants to elderly, but the services of the business is mainly designed
keeping in mind for adults ranging from 18 to 30 and children ranging from 5 to 18 years old.
This target market is selected so as to provide services to the customers that are enthusiast for
adventure trailing and have the potential to accomplish the services.
The target market for this adventure services business is determined by conducting various
research, surveys, and analysis in order to determine the appropriate audience fit for the
adventures supported by the business. In order to determine the target market, the currently

available adventure services businesses are thoroughly researched. Various surveys were also
performed to determine the target audience. Other methods used in determining the target
audience includes interacting with the managers and service providers that processes adventure
services business. This helped in determining the pros and cons involved in the adventure service
business. The target market is also determined by analysing the requirement of customers of
various age groups and selecting out the target audience based on the requirement analysis
results (Williams, Soutar, Ashill, & Naumann, 2017, pp. 102-122).
Challenges
Starting a new business always involves various new challenges and risks which if not
entertained can degrade the business process. The new adventure services business also
displayed various challenges during its development period. Some of the key challenges that can
be observed during the building of the new adventure service business include-
Unavailability of technological support-
Adventure services require various technological services which help in various conditions.
Technology, if selected and used appropriately helps mitigate various risks and labour in the
processes. Unavailability of technology such as GPS can increase the risk of losing track of
customers that are lost in the woods while trekking, or toppling of boats and rafts in location that
are remote. Network availability is also an important factor in adventure areas as without
network signal, the devices such as cell phones or GPS device may not work may not work,
which in turn can create issues within the business and customers relationship. Thus in order to
mitigate such challenges and risks, network towers can be installed in remote places where
network signal is weal or unavailable. GPS systems can be provided to the customers when
registering with the business for adventure services.
Finding appropriate and skilled peoples for guiding and assisting during adventure-
Recruiting guides and assistance personals will little or no knowledge of adventure sports and the
risks associated adventure sports will put the customers at risks which in turn can cause various
challenges towards the customer as well as the business. Thus it is important to find and recruit
personals who has years of adventure sports experience, have appropriate knowledge of the risks

and the methods to overcome risks with the minimum impact possible. This can be achieved by
viewing the profiles and past experience lists of candidates for screening and selecting the
appropriate candidate for guides and assistance.
Lacking adventure safety planning and risk measures-
This challenge basically arises when the adventure services business does not have any safety
planning and risk management processes incorporated within their services. Adventure service
business during its course consists of many potential risks and threats. So, to mitigate such
situations, proper planning of safety and risk management must be processed efficiently. Safety
and risk management in adventure services generally includes search & rescue operation teams,
emergency medical aids, fire risk operation teams and many more. Such challenges can be
mitigated by positioning health safety outposts in various locations across the adventure area.
The business can also collaborate with local hospitals for emergency situations. Search & rescue
team can be hired from the governmental organisation or can be cumulatively recruited by all the
adventure and tourism businesses available in the selected region (Spenceley and Meyer, 2017).
Opportunities
Business is run so to acquire profit nut besides that it offers various benefits which help society
and the environment. Tourism is one of the factors which help in the growth of any country. It
not only brings the spot of attraction but helps to connect with the people and nature. Benefits of
tourism product and services are listed below:
 Tourism helps to connect with nature a
 Tourism is owned by local business and operators and hence it helps to boost their
business and earn a living.
 It also brings the opportunities for employment (Kelly and Fairley, 2018) as it helps in
creating jobs of guides, restaurant, hotel staff.
 It also boosts the local community of the place, as all the necessary requirements are
fulfilled by the local business owners.
 It helps to increase the awareness and helps to safeguard the natural resources and
ecosystem of society by bringing the attention of higher authorities to take the necessary
actions.

 It also helps to enhance the knowledge of different cultures and about the people of that
place.
 Tourists places attract various tourists from all over the world which can help in
increasing the economy of the growth.
 Tourist and adventure activities help individual to get (Cornelissen, 2017). relax from
their busy schedule and gain a peaceful mind and soothing environment.
 It also helps individual to interact with new people, explore new places and interact with
the new people and make new friends.
 It helps to draw the attention of people towards the various problems of society, economy
and environment in front of people.
 It helps to protect the mother nature and increase awareness among people to save the
earth and nature.
 It also helps in bringing employment and create jobs for the local people.
 Increase in tourism will increase the supply chain of place and in turn, will help local
government and community to benefits form the system.
 Tourist if integrated into the right direction with the business can bring a whole lot of
opportunities.
 It also helps in saving the old heritage and site from destruction and turning into
skyscrapers.
 Tourist business help to create demand for other (Carrà, et.al, 2016) industries and help to
generate revenues.
 It also helps to make the reputation of the place around the globe. For example, foreign
visiting any other country will carry back the image of the country back with them and
hence enhance the growth of the country.
Hence it can be concluded that tourism product and services provide so many advantages and
opportunities. It provides benefit to the local community as well as to the government. It also
helps in developing and giving economic support to the country.

Strategy
To build or expand any business proper planning and strategies are required for the successful
functioning of the business. Various business strategies which can be applied to grow the
business of tourism product and services are given below.
 It is very necessary to analysis the market need and demand (Kelly and Fairley, 2018)
and hence strategies should be plan according to the market environment.
 The online platform and digital marketing
 Socialise your business on social media and give advertisement to promote the business
this will help people to know about your business.
 Creating a website of the business will also people to get to know about the services
provided by the
 Carefully evaluate the needs and requirements of the customer and help to implement the
strategies which favour the client’s demand.
 To expand or grow any business it is very necessary to know your business thoroughly to
know about all the challenges and risk factors which (Spenceley and Meyer, 2017) can be
faced during the business, to know about all the benefits and profits the business can
provide.
 It is very necessary to maintain a good relationship with the local business organisation
and should collaborate to expand business in another sector of society too.
 Try to find the gross profit area of the business and make a strategy to increase and
expand that area.
 Making and attracting new customers will help to increase the business and will help to
grow business.
 Make offers and discount and introduce the referral code which can help to attract new
clients and customers.
 It is very necessary to have inventory management so that resources don’t get wasted and
money is saved for future strategies.
 Provide high-quality services and products to the customer so that customer remains
using your services.

 Try to enhance the experience of the customer during the trip (Bojanic and Lo, 2016) of
adventure activity by providing technical assistance to the user.
 Proper safety and security measures should be taken so that any accidents can be avoided
in the future.
 Collaborate with the local suppliers and adventurer resources business which will help in
expanding the strategy.
Hence taking and planning business strategies can help in increasing the tourist product and
service business.

References
Bojanic, D. C., & Lo, M. (2016). A comparison of the moderating effect of tourism reliance on
the economic development for islands and other countries. Tourism Management, 53, 207-214.
Carrà, G., Mariani, M., Radić, I., & Peri, I. (2016). Participatory strategy analysis: The case of
wine tourism business. Agriculture and agricultural science procedia, 8, 706-712.
Cornelissen, S. (2017). The global tourism system: Governance, development and lessons from
South Africa. Routledge.
Kelly, D. M., & Fairley, S. (2018). What about the event? How do tourism leveraging strategies
affect small-scale events?. Tourism Management, 64, 335-345.
Spenceley, A., & Meyer, D. (Eds.). (2017). Tourism and poverty reduction: Principles and
impacts in developing countries. Routledge.
Williams, P., Soutar, G., Ashill, N. J., & Naumann, E. (2017). Value drivers and adventure
tourism: A comparative analysis of Japanese and Western consumers. Journal of Service Theory
and Practice, 27(1), 102-122.