Household composition and the importance of experience attributes of nature based tourism activity products – A Norwegian case study of outdoor recreationists

This study examines the relationship between household composition and the consumption of nature based tourism products by analysing the results of a survey among members from two of Norway’s largest outdoor recreation NGOs. Survey respondents were categorised into five main household types, namely: nuclear family, single parent, couples without children, single, and adults living together. These five main household types were then further divided into 19 age-based subgroups. Four key experience attributes connected to nature based tourism activities were identified, namely: Risk/challenge, Facilitation, Learning and Family/children friendly. This study reveals differences between household types in terms of the importance of the experience attributes sought from nature based tourism activity products. The tourism sector needs to be aware of variations in the key experience attributes different household types seek and to adapt to the process of changes in household structures in post-industrialised societies.

Research highlights► Outdoor recreation activities can be transformed into nature based tourism (NBT). ► Household composition influence on the importance of experience attributes of NBT. ► Two main types of experience attributes: supplementary and inherent. ► Supplementary experience attributes are added to activities when transformed into NBT.