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Abstract
The purpose of this empirical study was to examine benefits sought from an incentive travel experience prior to departure and individuals' subsequent involvement in various activities during the experience. During September-November, 1996, a California-based adventure travel company organized two incentive travel experiences to Fiji and Kenya for radio stations in San Francisco, CA and Detroit, MI. Four primary dimensions of benefits, "relaxation," "explorer," "classic," and "show me" were uncovered. Benefit dimensions were related to the expected level of participation in swimming and shopping activities. Reasons for participating in the incentive program were uncovered through open-ended interviews. Results showed that the feasibility of the trip was important for participation in the Fiji and Kenya programs.
Parent Publication
Citation
Bricker, Kelly; Cottrell, Stuart; Verhoven, Peter. 1998. An empirical investigation of adventure-based incentive travel programs: exploring the relationship between benefits sought, demographic and travel behavior variables, and expected activity level. In: Vogelsong, Hans G., comp, ed. Proceedings of the 1997 Northeastern Recreation Research Symposium; 1997 April 6 - 9; Bolton Landing, NY. Gen. Tech. Rep. NE-241. Radnor, PA: U.S. Department of Agriculture, Forest Service, Northeastern Forest Experiment Station. 119-123.
