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This study attempts to segment the adventure travel market by activities as the key products. Data were collected from adventure travel providers in the USA (N=178) through survey questionnaires. The test statistics suggested the inclusion of forty-eight activities in adventure travel. Factor...

Sung, H. Y.; Morrison, A. M.; O'Leary, J. T.
Haworth Hospitality Press, Binghamton, USA
Journal of Travel & Tourism Marketing, 2000, 9, 4, pp 1-20