Business Commons^™

Marketing The Adventure: Utilizing The Aspects Of Risk/Fear/Thrill To Target The Youth Traveller Segment, Fabian Schlegelmilch, Claudia Ollenburg

Claudia Ollenburg

Purpose – This research aims to investigate the importance of emotional appeals like risk/fear/thrill as main motivation to take part in adventure activities, and their possible utilisation in viral marketing. Design/methodology/approach – Quantitative and qualitative research methods have been applied. Findings – The results confirm that facing fear or challenge, leading to being intrinsically rewarded, is a main motivator. However, the aspect of fun is still fundamentally important to each activity. The youth traveller market is generally extremely responsive to viral marketing, which (through wording and visuals) creates an image of a ‘‘life-changing experience’’, ‘‘thrilling adventure’’, and similar. Originality/value – …