The adventure tourism experience on water : perceptions of risk and competence and the role of the operator

Abstract

A significant number of tourists in New Zealand undertake water-based adventure tourism activities. The foundation for success in these activities is built upon the experience that they provide to tourists. Activities that provide a positive adventure experience for participants exhibit their own competitive advantage in the market place and in turn make a valuable contribution to the ongoing success of New Zealand's tourism industry.

This study focuses on adventure tourists' expectations and experiences in the adventure activities of white-water rafting and sea-kayaking. Following a review of psychological, physiological and social processes, it is argued that adventure tourists' experiences can be analysed and measured using the Adventure Experience Paradigm (AEP). This model depicts an adventure experience in terms of participants' perceptions of risk and competence and a resulting level of challenge.

Questionnaires examining a range of measures relating to risk and competence perceptions were administered to one-hundred and two adventure tourists and five of their instructors in the two adventure activities. Quantitative analysis of the results confirmed the ability of the AEP to measure adventure tourists' experiences in light of the challenge level faced in the adventure. However, it was not possible to reliably predict this experience based upon participants' expectations. Instructors in each activity were found to hold accurate perceptions of participants' general expectations but overestimated participants' perceptions of expected risk.

Significant variations were revealed between participants' both in their expectations and experiences of the adventures. These variations are evident principally in participants' perceptions of physical injury and overall risk. Proposed explanations include; differences between participants in personality, contrasting life experiences or the methods used by participants to assess risk and competence perceptions. Nevertheless, all were found to have had an enjoyable adventure experience, although this enjoyment was derived from a number of distinctive sources associated with the level of challenge.

An implication of the results is that tailor-made experiences are more feasible in activities classed as competency-based adventures. In comparison, adventures that are thrill-based are suited to participants seeking high levels of short-term arousal. The different experiences sought by participants in these two types of adventures create the potential for a cooperative strategy in the adventure tourism industry. This strategy entails consideration of the suitability of certain market segments and environmental resources for the different types of adventures. However, further research is needed to substantiate, or otherwise, a number of propositions and conclusions presented in this exploratory study.