A cross-cultural study of adventure tourism

Adventure tourism is considered a cornerstone of the tourism industry by United Nations Tourism and has experienced rapid growth before the COVID-19 pandemic. This growth was facilitated by ever more diversified consumer demand for adventure tourism, with a fusion of traditional Western and emerging Eastern markets that increasingly seek active outdoor experiences. Yet, research examining consumers' adventure tourism perceptions and factors influencing their decision-making across cultures remains scarce. This qualitative study engages 67 participants, comparing the perceptions and attitudes towards adventure tourism among Chinese youth in comparison to their Australian and German counterparts. The findings of this study contribute an in-depth understanding of adventure tourism and youth consumer behaviour, highlighting the crucial role of culture in shaping intentions to engage in adventure tourism. Practically, the study offers valuable insights for marketing and product design strategies that consider culturally diverse values, attitudes, and behaviours.