Report on Adventure Tourism: Market, Customer Profile, SWOT & Future

This report provides a comprehensive overview of adventure tourism, defining it as travel for relaxation away from home using commercial services, differentiated by activity and place. It explores various types like adventure, beach, cultural, eco, medical, and wildlife tourism. The report delves into key facts, statistics, and impacts, including market size, customer profiles, and key providers. It analyzes socio-cultural, economic, and environmental impacts, both positive and negative, such as changes in culture, increased crime rates, demand for natural resources, and job opportunities. The report includes a SWOT analysis, identifying strengths like social media trends and weaknesses like low cooperation among agencies. It concludes by discussing future trends focusing on new experiences, safety, hygiene, and ethnic immersion, highlighting the importance of tourism from economic, social, and environmental perspectives, particularly for the younger generation seeking stress relief through adventurous travel.

Introduction
Tourism can be defined as the act of spending time at a place away from home in
seek of relaxation using the commercial services. According to type of activity and
place, tourism is differentiated into several types such as adventure tourism, beach
tourism, cultural tourism, eco-tourism, medical tourism and wildlife tourism
(Asongu, Nnanna, Biekpe and Acha-Anyi, 2019). The purpose of the presentation is
to acknowledge the students about the concept of tourism and its relationships with
society, environment and economy as well.
Destinations/ activities/ sub-types
Activities:
Adventure tourism on the basis of level of risk is classified into two categories,
that are:
• Hard activities adventures: Hard adventure activities have high risk and are
dangerous in nature.
• Soft activities adventures: Soft adventure activities have low risk in
comparison to hard adventures, and are associated with less danger. These
activities require support and instructions of a professional guide.
Conclusion
From the above discussion it is concluded that tourism have great
importance from all the perspectives, economic, social and
environmental. Tourism have both positive and negative impacts on
economic, social and environmental aspects. The majority of young
generation prefer travelling to deal with their day to day stress and
working burden, among which adventure tourism is preferred by many
people. UK have a large number of travellers who prefer adventurous
travelling.
Future trends
The future trends of tourism will be focusing on providing new and fresh
experiences to the people while keeping in mind the safety of the tourists
and maintenance of hygiene at the tourists sites. The tourism industry is
also trying to incorporate luxurious provisions to the tourists. As the
interests of tourists are building up towards more ethnic experiences, the
tourism industry is working to introduce more of such experiences.
Social Factors:
The social factors that can affect the experiences of the tourists include the
cultural and ethnic aspects of the tourist site. As the tourists want a more
cultural experience, they would prefer to visit places which are rich in
cultural and traditional prospects.
Economic factors:
The economic aspects that can impact the tourism industry are the foreign
investments that the country is receiving. With higher investments the
government of the country can invest more in encouraging tourism in the
country (Bajracharya, 2021).
Environmental Factors:
The environmental factor can have major impact on the decision of the
tourists about choosing locations for their visit. The regions that lay
emphasis on maintaining a healthy environment and works for the
betterment of the regions environment will be able to attract more tourists
in future.
The environmental factor can have major impact on the decision of
the tourists about choosing locations for their visit. The regions that lay
emphasis on maintaining a healthy environment and works for the
betterment of the regions environment will be able to attract more tourists
in future. Following the trends like offering the packages for places that are
liked by majority of people in social media, can be beneficial for future
perspectives.
Key providers/ organizations
Some example of key providers/ organisations which facilitate adventure travel in
UK and across the world are:
•Bell Tent Boutique: This provider is responsible for providing a luxurious trip
experience, they got a huge selections of bell tent and accessories required for
tracking.
•Dazam: It is a new one stop adventure shop which provide its customers the
outdoor adventure and travel equipment. It provides adventures like mountain
biking and discovery.
•Adventure Tours UK: Adventure Tours UK, provide its customers
accommodation, transport, food along with adventure.
•Raw Adventures: Raw Adventures provide a variety of skill courses, challenges
and adventures to its customers such as challenges to make adventure better.
References
Key facts, statistics and
impacts
Customer Profile
Demographic
Geographic
The customer is local from Chelmsford, East England. Chelmsford is a city and country town of
Essex, located in East of England in United Kingdom. Customer have completed his highest
education from Manchester and is working as a finance manager in Manchester, England.
Other
Tourist behaviour: Customer likes to travel especially the adventures tours. The client prefers
comfortable as well as Lavish place during his travel. He is hygienic, likes to eat healthy and
needs high quality of services.
Preferred activities: Hiking, sky diving, Camping, Scuba diving, Safaris and Hunting,
Reason for travel: He likes to travel, mainly at adventures places. He has finished his peak work
month and now wants to relax and travel.
Market size
Title
Group Name
Tutor name
Strength
Availability of tourism facilitators:
Tourism facilitators programmes are
organised by government of few countries in
order to promote tourism by giving attractive
offers to the tourist.
Social media trends and advertisements:
Social media trends as well as
advertisements promote tourists towards the
particular places. As people try to balance
their lives with current trends and travel
according to the trends of social media.
Weakness
Low cooperation in between tourist agencies:
An imbalance of cooperation in between the
other tourist agencies is responsible for creation
of competition within the market.
Not appropriate support from local
authorities: Local authority's support is
required for planning and conduction of tour
plans. So there are less chances of any sudden
misshapen, if local authorities are in support of
the tourism to that place.
Opportunity
Globally growing market: Globally
growing market is giving opportunities to
tourist industries. Increase in the interest of
many people towards travelling is
responsible for growth of organisation.
cooperation with other tourist agencies: If
travelling agency cooperate with other
agencies, its competition reduces and it get
resources for enhancing its business too.
Adventure tourism facilitators can
strategically cooperate with other tourist
agency by using referral methods.
Threats
Substances abuse: Diversity in culture is
responsible for abuse of substances, weather it
is alcohol abuse or substance abuse.
Illegal trades: Illegal trades by customers are
threat for the particular tourism industry
because this may create negative image of
company in market.
Natural disasters: Natural disasters such as
flood, raining etc. are threat for tourism
industries especially the adventures tours.
SWOT
Group Member Names/ID
Figure 1: Adventure tourism Market Revenue (Adventure Tourism Market, 2019)
Socio-cultural impacts
Positive:
Benefits to economy: Tourism enhances the
economy of that region and gives opportunities
to local businesses to gain a little profit.
Revenue for local governments: Tourism is
responsible for creating revenues for local
government of the particular region.
Negative:
Changes in culture and values: New trends
promotes changes in the culture as well as in
values of that region.
Increased crime rates: Increased tourism is
responsible for crime rates as theft, teasing etc.
Increased social abuse: Tourist of different
cultures have different habits, one such is the
alcohol and drug abuse, which disturbs the local
culture communities (Gil-Alana, Ruiz-Alba and
Ayestarán, 2020).
Economic impacts
Positive:
Increased quality of life: Increased attraction of
tourist to a particular region is responsible for
establishing a high quality life to that place.
Increment in job opportunities: Tourism to a
particular region is responsible for attraction of
majority of people as well as local authorities,
that give rise to the job opportunities.
Negative:
Increase in demand of natural resources:
Increased strength of people in a region
demands more natural resources like water,
food etc.
Increase in the investment of foreign owners:
This declines the opportunities of local
communities.
Environmental impacts
Positive:
Safety awareness: People become more aware
about natural resources and their utilization.
Protection of natural traditional: local
communities and government preserves the
natural traditional which are responsible for
attraction of tourists (Azara and et. al., 2018).
Negative:
Over Pollution: Increase in population causes
over pollution.
Over consumption of natural resources:
Increased strength of people demands for more
resources.
Demographics Observation
Age: 29 years
Gender: Male
Geographical location: Chelmsford, East England
Education level: MSc. Accounting
Occupation: Finance Manager at
Sodexo in Manchester
Income: 40,000 $ per year
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Asongu, S.A., Nnanna, J., Biekpe, N. and Acha-Anyi, P.N., 2019. Contemporary drivers of global tourism: evidence from terrorism and peace factors. Journal of Travel & Tourism
Marketing, 36(3), pp.345-357.
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Jokela, S. and Minoia, P., 2020. Nordic home-sharing utopia: A critical analysis of Airbnb in Helsinki. Scandinavian Journal of Hospitality and Tourism, 20(3), pp.227-245.
Ernawati, N.M., Sudarmini, N.M. and Sukmawati, N.M.R., 2018. Impacts of Tourism in Ubud Bali Indonesia: a community-based tourism perspective. In Journal of Physics: Conference
Series (Vol. 953, No. 1, p. 012078). IOP Publishing.
Gil-Alana, L.A., Ruiz-Alba, J.L. and Ayestarán, R., 2020. UK tourism arrivals and departures: seasonality, persistence and time trends. Applied Economics, 52(46), pp.5077-5087.
Azara, I. and et. al., 2018. Tourism, health, wellbeing and protected areas. CABI.
Bajracharya, R.K., 2021. Adventure Tourism: The new frontier: A Criticalv Review. Journal of Tourism and Himalayan Adventures, 3(1), pp.96-99.
Whymper, E., 1 Adventure Tourism.
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