Many travelers place significant emphasis on gathering as much information as possible about their vacations. Adventure tourists are no exception, according to a study by the Adventure Travel Trade Association (ATTA).
Most of them have dedicated a considerable amount of time to researching their getaways and how to make their travel experiences more adventurous.
The most preferred form of preparation before the trip included online searches or seeking advice from family and friends. Only 12% of adventure travelers failed to prepare for their trips compared to 23% of non-adventure travelers. 68% had made advance plans for their trips at least four months before the departure date. 12% confirmed that they had made plans less than a month before departure.
A relatively high number of adventure travelers conduct online searches. This is a clear indication of the importance of maintaining a strong online presence and an appropriate online marketing strategy for destinations and businesses focusing on the adventure market.
Adventure Tourism and Social Media
A large number of adventure travelers leverage social media. This is evident from the fact that 78% of adventure travelers have confirmed connections with social media platforms such as Facebook. Apart from Facebook, a large number of adventure tourists are also active on YouTube, X, Google, etc. For example, Orkut, a social networking site popular in Brazil, is reported to be used by 21% of adventure travelers from South America. However, it was not widely used in Europe or North America. North America had a higher percentage of adventure travelers using Pinterest compared to those from Europe or South America. However, only 2% of adventure travelers from South America had absolutely no presence on social media.
Promoters of Activities and Top Destinations
Adventure travelers emerge as significant promoters of activities and top getaway destinations with adrenaline pumping, with 81% referring friends and relatives. The role of technology in their travels is significant. Most of them would openly recommend a trip to others via social media upon their return. On the other hand, only 23% of non-adventurous travelers admitted to being willing to recommend a trip to others by posting on social media upon returning home. Adventure tourists are willing to recommend trips by posting positive reviews on high-profile travel websites. 18% would make recommendations for similar trips by posting positive reviews, compared to 8% of travelers who are not fond of action.
Retrieved from: tourismtoday.gr
