Investigating the Motivation of Baby Boomers for Adventure Tourism

Adventure tourism has become the centre of interest for baby boomers in today's world. The baby boomers, those born between 1946 and 1964 are now starting to participate in new activities such as hiking, diving, surfing, mountain climbing and riding in different destinations worldwide. The baby boomers’ needs and interests are changing as they have become healthier and wealthier than in previous years. The aim of this study was to assess the motivations of baby boomers to participate in adventure tourism. A survey was conducted to better understand the adventurers’ motivational behaviour. The push and pull factors which influence baby boomers in their choice were examined. A quantitative study was conducted through the use of a questionnaire and the target population was both locals and tourists. Findings show that the most important push factors identified were fun and enjoyment, relieve from stress and tension, escapism, relaxation, change and novelty while the pull factors were the attractiveness of the physical environment and better health. The findings also suggest that more research on the motivation of baby boomers should be undertaken as this will assist business operators and destination marketers to better meet the needs and expectations of this niche segment.