Understanding people’s motivations for a long-distance hiking trip

ABSTRACT

This research examines the process behind the decision to undertake a multi-week hiking trip. It analyzes memoirs to understand people’s interest in, preparation for, and consumption of three long-distance thru-hiking trails – the Camino de Santiago, the Appalachian Trail, and the Pacific Crest Trail. The study reveals that the inspiration for long-distance hiking often arises as a vague notion, serendipitously through accidental exposure. This idea may incubate for years as people add the idea to a mental ‘bucket list’. Most typically, an important event triggers the decision to attempt the trail. Once people commit, preparatio requires information and intensive planning. The trip itself is typically a time of self-discovery. Finally, some hikers become devotees and serve as online evangelists to other potential hikers. These narratives provide an understanding of the psychological aspects behind the consumer journeys and the value of examining people’s narratives as a source of this understanding.

KEYWORDS:

• Hiking
• decision making
• long-distance hiking
• preparation
• narrative analysis

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Michael D. Basil

Michael D. Basil is a Professor of Marketing at the Dhillon School of Business at the University of Lethbridge in Canada. His research was originally in the areas of advertising, celebrity effects. Mike’s current focus is on the role of experiences in enriching people's lives – this research has examined fine dining, travel, and recreational activities.