The Motivations of Baby Boomers to Participate in Adventure Tourism and the Implications for Adventure Tour Providers

Abstract One of the emerging growth areas of tourism is so‐called ‘adventure’ tourism. Adventure tourism has recently attracted the interest of older people, including a new generation of baby boomers. This trend has been attributed to the fact that many baby boomers are generally healthier, more financially well off, better educated and have a greater desire for novelty, escape and authentic experiences than previous cohorts of older people. Many baby boomer and senior adult groups are opting for more physically challenging and adrenalin‐driven activities, preferring soft adventure activities rather than passive activities such as sightseeing tours and shopping. This study investigates why older tourists want to participate in adventure tourism and makes recommendations for tour providers about how to improve services for older people. A total of 14 people who were aged 50 years and older were interviewed using a qualitative research methodology. The results found that the most significant motive for adventure travel was the need to escape from their everyday routine by interjecting it with elements of adventure. Furthermore, the experience of seeing different landscapes, wildlife and native plants as well as going to places where few people had previously ventured was also an important motive. With this in mind, adventure tour providers need to keep their prices competitive and to place greater emphasis on safety and to use experienced guides. Shorter daytrips with less intensity should also be provided for older travellers.