Impact that Online Marketing has had on Adventure Tourism | Assignment Writing Service

Adventure tourism has been defined to be a niche tourism which involves the exploration or traveling to remote regions, whereby the adventure seekers should expect the unexpected. Adventure tourism has been growing rapidly among tourists who are seeking unusual holidays which vary from the usual beach vacation.


With the gradual shift towards a more advanced world in terms of Globalization, consumer activities have experienced a profound transformation and which can be attributed to online marketing. The routine getaway of tourists have been substituted for a great degree by experiences which are authentic and unique. This custom essay will focus on the impact that online marketing has had on adventure tourism plus also compare and contrast two adventure sites using the seven elements of the Services Marketing Mix.

Part A: Literature Review

Based on a report by the voyagers’ world (2015), 69% of global travelers desire to attempt some novel, something which they are not used to, in 2016. The report went on to note that the millennials planned to become more adventurous through engaging in challenging activities. As a result of this, adventure tourism has been catering to the needs of the new generation tourists who desire venturing out into the unknown instead of joining the crowd. Internet marketing plays a vital role when it comes Adventure tourism since the adventure seeks would be able to get sufficient information about the kind of they would be taking part in.

O’Connor (1999) pointed out that the fact that the adventure seekers are not in a position to pre-test the product or easily get a refund of their money back in the event that the adventure does not meet their expectations, access to correct, reliable, timely, and crucial information is very important to assist them make the correct choices and such information can be made available through online marketing.

Online marketing has also impacted greatly on how online communication is done. Adventure tourism firms are investing heavily to ensure that they communicate the perceived benefits that the adventure seekers would experience. Owing to the inability to pre-test or preview the tourism service, marketing communications is a crucial factor in client choice, more so than in other tangible consumer goods or services. Buhalis and Main (1996) acknowl­edged that the significant degree of perceived risk in a pre-purchase context, the higher the consumer propensity to seek information regarding the service or the product. Tourists are in search of present reliable information and may make a high-risk decisions regarding their vacation destination based on this information.

The discovery of online marketing has had a huge impact on the every sector including the tourism sector. Online marketing makes it possible for adventure tourism firm to target a large market. Diversification of client base and the capability to market outside the region and nation constitute part of the value addition brought by online marketing more so within adventure tourism. Lituchy and Rail (2000) established that the capability to broaden the client base from both within and outside the nation as a significant reason for hav­ing and using website for marketing.

As earlier noted, more and more millennials are taking part in adventure tourism. Moreover, these millennials are tech savvy hence they take time to seek for valuable information of various tourist destination sites. As a result, many tourist firms are availing a lot of information to ensure that the end consumer has ample information before making their final decision. Connolly, Olsen and Moore (l998a) pointed out that more and more travelers are depending on the Internet to shop for destination sites and the extent to which the Internet actually influences travel-purchase decisions remains certain.

Online marketing makes it also possible for adventurer firms to constantly update their websites (social media networks) with new information. Such a move is meant to entice the end consumer and cement customer loyalty. Based on the findings by Dotcom Survival Guide (2000), corporates are encouraged to constantly update their sites so as to encourage repeat traffic. They went on to note that in the event that their clients anticipate that they shall find something new on a regular basis, they are certainly and likely to visit (and buy) oftenly.

Perhaps the most outstanding and unique thing that internet marketing has had on adventure tourism is the fact that it has made it possible for these firms to avail photos and videos. Photos act as an effective marketing technique more so within adventure tourism since it offers a firm visual experience for the end consumer plus it also assists the firm to build their own online presence. The videos go a long way in providing the end consumer with real clips of other tourist enjoying their adventure hence playing a significant part in influencing the decisions of the tourism and eliciting the desire to try the adventure. According to Stergiou and Airey (2003), using photos and videos assists the tourist to get graphical images of what they should expect. This goes a long way in showing them the visual appeal of the destination.

Part B: Research and Findings

ROW Adventures

It’s an adventure travel firm which was started back in 1979. It leads life-enriching journey to more than thirty nations globally and which not only benefits the travelers, but also the places and people that they come across. It specializes in small, intimate team adventure, hand-crafted and well-orchestrated itineraries, skilled leadership and private connections to the places that are visited. It also offers river-rafting trips and adventurous vacation as diverse as snorkeling with sea lions and turtles in the Galapagos Islands and camel trekking in Algeria.

Classic Journeys

Classic Journeys specializes in boutique, small-group, and soft-adventure travel. The organization focuses three kinds of trips: cultural walking adventures, family journey, and culinary tour. Any Classic Journey trip may be changed to a private journey hence opening up the possibilities for those who can afford that alternative (Classic Journeys, 2017).

7ps of service marketing


It is the primary offering. It is the item/service which shall fulfill/meet the needs of the customer (Chartered institute of marketing, 2009). When it comes to classic journeys, the company specializes in three kinds of journey: cultural walking adventures, family journey, and culinary tour. The above journeys are carried out in various nations like in Europe, Asia, Africa, and North/South America. Besides this, classic journeys also offers other optional activities which may range from snorkeling to cooking lessons to glacier walking (Classic Journeys, 2017). Lastly, the other product offered include multisport activities such as, Galapagos Tours, Glacier hike and Canoeing

When it comes to Row adventure, the company offers the products and services: kayaking, hiking, biking, fishing and multisport activities among others. The organization also offers family-oriented vacation, lodge-centered journey, observing wildlife, custom journeys etc. (Row adventure, 2017). Some of the interesting activities and places to visit include hiking in Machu Picchu, ecolodges within the Amazon, safaris in Africa, yachting in Europe, Rogue River rafting, Snake River rafting, Middle Fork Salmon raftingocean kayaking in Baja and kayaking together with whales in Columbia. The similarity between the products offered by classic journeys and row adventure include multisport activities, Galapagos Tours and Canoeing in various parts of the world. The last similarity relates to the fact the two focus on small group/family adventure. The difference comes in that row adventure offers viewing of wildlife while classic journeys does not. Classic journeys exclusively focuses on adventure journeys while row adventure has a diversified pool of activities.


Classic journeys and row adventure offers various packages and which come at different cost (Chartered institute of marketing, 2009). The prices are set based on the activities that the adventure seekers are intending to take part in and the size of the group among other factors like season (low or high season). Row adventure for instance has a package/itinerary for adult and child at a cost of $7,995 while Classic journeys has a package/itinerary which costs $ 5770. The similarity between the two is that each of these firms require that tourists to first make a non-refundable deposit of $500 per person (Classic journeys, 2017). The last similarity is that the two firms at times offer discounts on some of their products. The difference is that the two have varying charges for their various activities. This is so since certain activities require additional resources and are labour intensive when compared to other activities.


Relates to marketing techniques used to market the various services and products of the company (Chartered institute of marketing, 2009). Promotion plays a vital role when it comes to the success of any company regardless of the sector since it provides an opportunity for the company to build the image of its brands.

Classic journeys and Row adventure have websites which they use to market themselves by providing information about the various products and services offered by company. The information provided ranges from the cost, videos and photos of the various destination sites. Besides from using their own websites, these two firms also have accounts in various social media sites like Facebook, Instagram and linkdin among others. The fact that most people have smartphones and are very active in various social media networks, these two firms opted to open and operate similar accounts so that that they can get closer to the consumers and furnish them with crucial information.


People are a vital component when it comes to the provision of services: hiring and training the qualified employees is needed to develop a competitive edge (Chartered institute of marketing, 2009). Classic journeys and Row adventure have gone a long way in ensuring that they only hire qualified and experienced tour guides and instructors. This is meant to ensure that minimal incidents are reported while carrying out certain activities (Classic journeys, 2017). Moreover, it is meant to ensure that the highest possible services is offered to the end consumer. Employees needs to be equipped with the right interpersonal skills, aptitude, and service knowledge so as to offer quality service and which is why Classic journeys and Row adventure have invested in impacting its employees with the necessary know-how/skills.


Place mix entails the locations whereby the activities shall be carried out or performed. Both Classic journeys and Row adventure have ensured that their various products/services are performed in various nations since no one country is endowed/blessed to have all the adventures that the tourist would be seeking (Chartered institute of marketing, 2009). The two firms have ensured that most of their activities are carried out in about three contents and in more nations. The difference is that the activities offered by Row adventure are carried out in over 30 nations while those offered by Classic journeys are carried out in fewer nations. This is so since Row adventure offers a wider pool of activities. By having locations in various nations ensures that the local tourists are able to enjoy these sites plus make the adventure even more thrilling for those wishing to go overseas (Row adventure, 2017).


This aspect of the marketing mix focuses on the systems used to deliver the service (Chartered institute of marketing, 2009). Processes refer to the fact that everybody is aware of what to do and how to do it. Process mapping goes a long way in guaranteeing that one’s service is perceived as being dependable by the targeted market segment The two companies have ensured that there are trained instructors to assist/direct the tourist to perform these activities. With regards to taking a hike, the tourists are able to climb mountains, when it comes to safaris, the tourist use vehicles to view the wild animals, kayaking/ canoeing entails using small boats on a river and adventure journeys may include using camels, horses or special cars to ride for ride for some distances (Row adventure, 2017).

Physical evidence

Physical evidence relates to where the service is being delivered from. Clients make judgments regarding an organization based on the physical evidence (Chartered institute of marketing, 2009). The Physical evidence whereby the various activities are performed from are owned (under the custody) and maintained by the companies involved.

Both Classic journeys and Row adventure offer/provide their services in various environmental settings like in mountains, in forests, deserts and in rivers and oceans. Within the mountainous regions, the tourist can take part in hiking, in forests, the tourist can view wildlife or take nature walks. In the deserts, they can take walks or rides while in the ocean/rivers, the tourists can perform kayaking/canoeing with whales or sea lions (Row adventure, 2017).

Part C: Conclusion

From the above findings, Classic journeys and Row adventure offer unique adventures to the tourists plus they are also using the internet effectively to ensure that they attract more tourists. However, Row adventure is the one which is using the internet more effectively when compared to Classic journeys. The reason for this conclusion is that when looks at the website of Row adventure and Classic journeys, one would be able to see that the website of Row adventure has more colorful photos.

Being a company which focuses of several adventure events, has enabled it to post more photos of most of its adventure events. Classic journeys focuses on limited activities hence it is unable to post more photos (Classic journeys, 2017). Besides from posting photos, Row adventure has also included additional links to these photos. Such a move is meant to ensure that the tourist is able to gain additional information about a certain activity.

Besides this, Row adventure has also uploaded some videos/clips of tourists enjoying themselves while performing certain adventure activities. Such a move ensures that the attention of other tourists will be drawn into trying these activities.

The other way in which Row Adventure has effectively utilized the internet is that it has provided tones of information with links hence making it possible for the tourist to obtain comprehensive information about the various activities, adventure activities in various countries, blogs, brochure and most important, links to other social media networks like Twitter, Pinterest, Instagram, YouTube and Facebook. All this aspects are not readily available on the main website of Classic journeys hence no comprehensive information is available. Due to this, the company can be said to failing to fully utilize the web when it comes to marketing its various brands.


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