Slow adventure: from natural concept to consumer desire

Varley, P.; Huijbens, Edward; Taylor, S.; Laven, D.


The emergent theme of slow adventure suggests potential for a more sustainable form of tourism in sparsely populated and remote areas. However, research into viable consumer markets, mind-sets and ideologies, and ways to address them, has been lacking to date. This lacuna is addressed with results from a three-year European research project. First, the slow adventure concept’s applicability for peripheral areas is interrogated; second, present consumer trend and media analysis research is discussed, linking nature and mediated, shared outdoor living experiences to emergent contemporary consumption practice. Finally, the potential for marketing outdoor experience packages is considered, as is the appeal to contemporary consumer dreams: escape, communitas, shared learning, and simplicity.