Adventure Travel Trade Association (ATTA).

Background These days’ travellers want to experience something more than the gated resort and the cruise ship buffet. They want to climb a mountain and kayak down a river – adventures that can make a vacation more meaningful. “In travel, people are increasingly seeking the authentic unique experiences that stretch the imagination and create potent memories that last a lifetime,” says Chris Doyle, vice president of the Adventure Travel Trade Association (ATTA). According to that organization, adventure travel is the fastest growing segment of the leisure travel industry. Although recognized as having strong growth potential for a number of years, the importance of the adventure travel industry in the global marketplace is only now being realized. The market is growing faster than any other tourism activity per year as consumers seek more active rather than passive vacation activities. It has been generally accepted that, amongst the various niches of travel and tourism, adventure travel is more recession-proof than other segments: adventure travellers are passionate about what they do, they often travel for extended periods of time, they view travel as a fundamental part of their lifestyle and identity and will cut back on other items of expenditures before they cut back on their adventure trips (Adventure Travel Trade Association, 2010). Adventure travellers look for destinations that provide authenticity, inspiration, interaction with local cultures and chances to learn new things about the location and themselves. Each individual defines his/her own adventure. The activities engaged in by adventure travellers include, but are not limited to: backpacking, hiking, biking, kayaking, climbing, rafting, diving, trekking, surfing, kite boarding, caving, yachting, and more. The venues for these activities include natural attractions, cultural attractions, historical and heritage sites, educational and volunteer opportunities. Task: Select a Destination and produce a report that is both informative and interesting. The Destination can be a Country, Region, State, Province, City or National Park etc. YOU CANNOT USE NEW ZEALAND. If choosing a large Country such as the USA, Canada or China it might be better to focus on a State, Region or Province. The report should be fully sourced and referenced and should focus on the adventure tourism provision that is currently being offered, along with suggestions for the future development of the adventure tourism product. Refer to the Grading Grid and the case study of Siberia for guidance. • Introduction • Discuss the location and the natural and built environment of the destination. • Clearly identify what the adventure tourism products are and why? • Clearly identify who the adventure tourists are and why? • Comment on any relevant o Strengths o Weaknesses o Opportunities o Threats • Evaluate the suitability and the success of the adventure tourism product. • What are your suggestions for future development and future possible markets. • Conclusions and Recommendations. • References and sources

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