Considerations Regarding Applicable Marketing Strategies in the Adventure Tourism, from a Youth Perspective

Baba Cristina Andrada () and Stăncioiu Aurelia Felicia ()
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Baba Cristina Andrada: The Bucharest University of Economic Studies, Romania
Stăncioiu Aurelia Felicia: The Bucharest University of Economic Studies, Romania

International Conference on Marketing and Business Development Journal, 2018, vol. 1, issue 2, 77-83

Abstract: Adventure tourism is a new concept which was created to meet the needs and the wants of consumers facing different psychological challenges in the changing world. A suitable marketing strategy for this specific sector must follow the principles of classic marketing, service marketing, tourism marketing and only afterword include specific elements. In order to understand the steps to be followed for creating a marketing strategy, there must be a clear vision of the marketing evolution which was achieved through a desk research using secondary data. To understand, which is the differencing element for the adventure tourism, there was coordinated a focus group with experts in the field to decide over the most relevant elements which were tested in a quantitative research using primary data. The population was built of University Students studying marketing, they have been chosen because they are one of the important targets of the Adventure tourism market and they have as well marketing background. The used instrument was a questionnaire developed by the authors, to identify the elements students look for when traveling, the perception about Adventure tourism by identifying the needs it fulfills and deciding over the most suitable methods to promote it. There were 110 questionnaires respondents and the answers were collected within one month. Most respondents considered that relaxing is the most relevant element in choosing a touristic destination, they believed that adventure tourism is a trend and it could be relevant, but its benefits are not known enough.

Keywords: service marketing; tourism marketing; Adventure tourism. (search for similar items in EconPapers)
JEL-codes: M31 Z32 (search for similar items in EconPapers)
Date: 2018
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