Chinese Participation in Adventure Tourism

Abstract

This study explores Chinese Generation Y’s perceptions of adventure tourism experiences and their reasoning in deciding to participate. Focus group interviews reveal that Chinese youths have a unique generational sociocultural perception of participation in adventure activities. Much like their Western counterparts, members of China’s Generation Y want to experience the freedom of international travel that enables self-development and maturity, but they also have a strong sense of familial obligation and distinctive cultural beliefs that underpin their consumer decision making. Safety concerns of both the young people and their parents, along with self-efficacy beliefs regarding their physical ability to participate in the experience, can also reduce their likelihood of participation in adventure activities that they consider to be too risky or physically challenging. The study emphasizes that the design and marketing of adventure experiences must consider the unique Chinese generational psychology of this cohort and has implications for practice and future research.