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Abstract
The rapid growth of adventure travel is now represented by a wide variety of adventure travel activities but has not been fully recognized as a topic for empirical research to date. This study attempts to segment the adventure travel market by activities as the key products. Data were collected from adventure travel providers (N = 178) through survey questionnaires. The test statistics suggested the inclusion of forty-eight activities in adventure travel. Factor analysis identified six distinctive groupings of adventure travel activities, labeled as: ‘soft nature,’ ‘risk equipped,’ ‘question marks,’ ‘hard challenge,’ ‘rugged nature,’ and ‘winter snow.’ The research findings provide an analysis of the adventure travel market that will help marketers develop and deliver their products effectively.