University of North Carolina
IDENTIFYING ADVENTURE TOURISM PRODUCT SIGNATURES: A CASE ANALYSIS OF GUIDED MOUNTAIN BIKE TOURS
Adventure tourism is a growing subsector in the global tourism marketplace. While adventure tourism maintains a growing body of knowledge, little attention has focused on associated product structure. As such, this research note outlines a product signature for commercial mountain bike tours as a case example within the broad adventure tourism product milieu. Analysis of 282 guided mountain bike tours resulted in a recognizable mountain bike tour product signature based on four characteristics: cost; duration; skill and fitness requirements; and riding style. Signatures of adventure tourism products, as reported herein, are valuable to tourism planners, consumers, and (potential) entrepreneurs.
Keywords: adventure tourism; mountain bike; guided tours; tourism product
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