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Tacit Knowledge Transfer: Cross Cultural Adventure, Ralf Buckley, Claudia Ollenburg
Tacit Knowledge Transfer: Cross Cultural Adventure, Ralf Buckley, Claudia Ollenburg
Claudia Ollenburg
We show here that adventure tourism leads to transfer of tacit knowledge between international visitors and local residents in developing destinations; and that motivations for the locals include money and employment, social capital, and individual enjoyment. Over the past half century, adventure tourism has grown from decentralised domestic outdoor recreation, to a large international commercial industry. Many tours bring urban clients from developed nations to rural areas in developing nations, where there are icon sites for specific adventure activities (Buckley, 2010).
Marketing The Adventure: Utilizing The Aspects Of Risk/Fear/Thrill To Target The Youth Traveller Segment, Fabian Schlegelmilch, Claudia Ollenburg
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 – …