The emergence of adventure tourism has turned it into one of the world’s fastest expanding nature-based tourism industries. Although it is a relatively new attraction, adventure tourism has grown very rapidly and sky-rocketed in popularity as indicated via statistical reports produced by renowned organisations such as the Adventure Travel Trade Association (ATTA) and the United Nations World Tourism Organization (UNWTO). Simultaneously, a series of academic assertions from several prominent field researchers has also pointing out the fact that this niche tourism product may already outshines the reputation of ecotourism, wildlife tourism or even the outdoor and adventure recreation as the leading attractions in certain places and countries.
One of the reasons for the above phenomenon is mainly due to the changes in the demand, expectation and psychological belief of contemporary adventure-lovers, by which most of the tourists no longer find the enjoyment of being in the nature or merely taking comfort in the charm of the surrounding air as sufficiently satisfying. Rather, the growing needs and impulses to get involved in potentially risky circumstances and indulging in certain levels of challenges in new and extraordinary spots have opened up great opportunities for adventure tourism to grow.
The vast array of adventuresome activity packages, complemented by expert help from specialized adventure tour operators have offered another major jump forward for adventure tourism. With hedonic experiences guaranteed by resolving potential or real dangerous situations, adventure tourists are able to achieve the enjoyment and safety they desire in a more structured method and approach. In addition, the tourism-based marketing of the previously practiced outdoor and adventure recreation has also resulted in income generation as well as vibrant prospects for existing tourism stakeholders to carry out entrepreneurial initiatives in tourism with regards to adventurous travel.
According to the Adventure Travel Trade Association (ATTA), adventure tourism can be defined as a trip that comprises a minimum of two of these three elements, namely physical activity, natural environment and cultural immersion. Even though its definition requires only two of these elements, trips that combine all three are more likely able to give tourists the opportunity to experience the adventurous journey at its maximum level.
Nonetheless, the concept of adventure tourism can also be narrowed down to a more precise context. In this perspective, preceding literatures provided by a number of related industrial and academic contributors has defined adventure tourism as a type of niche tourism product that includes travel and exploration to remote or exotic places in the nature, with the intention of participating in unusual or daring outdoor activities. Such involvement will also challenge physical strength and courage to face risky conditions (perceived and actual risks). At the same time, specific skills, equipment and guidance are also demanded for smooth execution of the trip itineraries.
In spite of the above-mentioned characteristics, adventure tourism can also be seen as a combination of several other features, namely, challenging and adventurous activities, mental and physical toughness, guided tours, and product commercialisation.
From a more precise national perspective, under the Malaysia Tourism Excellence (MaTEx) Business Certification, initiated by the Tourism Productivity Nexus (TPN) and Malaysia Productivity Corporation (MPC), adventure tourism has been established as an essential category of certification for tourism product in Malaysia, which can be distinctly explained on the basis of the following operational definition:
“A trip or travel with the intention to participate in a broad spectrum of physically challenging endeavours outside the participants’ locality; involving an interaction with the natural or man-made environment via the use of specialized skills, equipment and leadership; containing elements of risk with specific safety interventions; and commercialized service in which the overall outcome is influenced by the participants, operators, locations, and management of the experience”