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Master's Degree Thesis Master’s degree thesis IDR950 Sport Management Molde as an unexploited territory for adventure tourism – The case of Molde Adventure Center in creating a better image for the town Márk Medovarszky Number of pages including this page: 112 Molde, 14.05.2018 Mandatory statement Each student is responsible for complying with rules and regulations that relate to examinations and to academic work in general. The purpose of the mandatory statement is to make students aware of their responsibility and the consequences of cheating. Failure to complete the statement does not excuse students from their responsibility. Please complete the mandatory statement by placing a mark in each box for statements 1-6 below. 1. I/we hereby declare that my/our paper/assignment is my/our own work, and that I/we have not used other sources or received other help than mentioned in the paper/assignment. 2. I/we hereby declare that this paper Mark each 1. Has not been used in any other exam at another box: department/university/university college 1. 2. Is not referring to the work of others without acknowledgement 2. 3. Is not referring to my/our previous work without acknowledgement 3. 4. Has acknowledged all sources of literature in the text and in the list of references 4. 5. Is not a copy, duplicate or transcript of other work 5. I am/we are aware that any breach of the above will be considered 3. as cheating, and may result in annulment of the examination and exclusion from all universities and university colleges in Norway for up to one year, according to the Act relating to Norwegian Universities and University Colleges, section 4-7 and 4-8 and Examination regulations section 14 and 15. 4. I am/we are aware that all papers/assignments may be checked for plagiarism by a software assisted plagiarism check 5. I am/we are aware that Molde University College will handle all cases of suspected cheating according to prevailing guidelines. 6. I/we are aware of the University College’s rules and regulation for using sources Publication agreement ECTS credits: 30 Supervisor: Reidar J. Mykletun Agreement on electronic publication of master thesis Author(s) have copyright to the thesis, including the exclusive right to publish the document (The Copyright Act §2). All theses fulfilling the requirements will be registered and published in Brage HiM, with the approval of the author(s). Theses with a confidentiality agreement will not be published. I/we hereby give Molde University College the right to, free of charge, make the thesis available for electronic publication: yes no Is there an agreement of confidentiality? yes no (A supplementary confidentiality agreement must be filled in) - If yes: Can the thesis be online published when the period of confidentiality is expired? yes no Date: 14.05.2018 Abstract Norway has been experiencing a tourist boom in the last decade and the number of tourists visiting the country is expected to grow. Due to its unique and various natural landscapes, Norway is one of the best destinations for adventure tourism. This thesis aims to investigate the characteristics of adventure tourism, the different theories related to the concept, and people’s motives driving engagement in adventure tourism. Further, it touches upon the concept of destination marketing and its importance in creating an attractive image for a given destination. The region of Molde and Molde Adventure Center (MAC) are being applied as a case study and the data collected are related to tourists’ impressions about the town and the outdoor adventure activities they carried out in Molde through MAC. Data were collected from MAC clients – regarding the concepts of adventure tourism – and a regional tourist office representative – on the concept of destination marketing. Findings showed that the region of Molde has the prerequisite in becoming and attractive destination for adventure tourism, however its resources must be exploited in a more efficient way. Keywords: adventure, adventure tourism, experience, motives, Molde Adventure Center, Molde, tourist, destination marketing. 4 Table of Contents INTRODUCTION AND RESEARCH QUESTION ................................................................. 8 CHAPTER I – THEORETICAL BACKGROUND ................................................................ 10 1. The characteristics of the tourism sector ..................................................................... 10 2. Sport tourism ................................................................................................................ 11 2.1. Defining sport tourism ........................................................................................... 11 2.2. Sport tourism related domains ............................................................................... 12 3. Adventure tourism ....................................................................................................... 14 3.1. Serious and casual leisure ...................................................................................... 14 3.2. Core characteristics of adventure .......................................................................... 15 3.3. The safety-risk paradox in adventure tourism ....................................................... 15 3.4. Adventure in a tourism context ............................................................................. 16 3.5. Typologies of adventure tourism ........................................................................... 17 3.5.1. Adventure and independence ......................................................................... 17 3.5.2. Soft and hard adventure.................................................................................. 18 3.5.3. Destination- and activity-driven adventure tourism ....................................... 18 3.6. Adventure recreation and adventure tourism ......................................................... 18 3.7. Defining adventure tourism ................................................................................... 19 4. The motives driving engagement in adventure tourism ............................................... 20 4.1. Who is an adventure tourist – the typology of adventure tourists ......................... 20 4.2. Risk theory in adventure tourism........................................................................... 21 4.2.1. Sensation seeking ........................................................................................... 22 4.2.2. The tour operators’ approach to risk .............................................................. 23 4.3. Insight theory in adventure tourism ....................................................................... 24 4.4. Seeking authenticity .............................................................................................. 25 4.5. The characteristics and motivational decisions of adventure tourists ................... 26 4.5.1. Intrinsic and extrinsic motivations ................................................................. 27 4.6. Spiritual well-being ............................................................................................... 30 4.7. Experiences, values, satisfaction and behavioral intentions in adventure tourism 30 4.7.1. The experience economy ................................................................................ 31 4.7.2. Memorable tourism experiences (MTE’s) ..................................................... 31 4.7.3. The multidimensional perspective of customer value .................................... 31 4.7.4. Customer satisfaction and behavioral intentions ............................................ 32 5. Destination marketing .................................................................................................. 37 5.1. Destination Marketing Organizations (DMOs) ..................................................... 37 5.2. Comparative advantages ........................................................................................ 38 5.3. Competitive advantages ......................................................................................... 38 5 5.4. The destination development process .................................................................... 39 5.5. Destination image development ............................................................................ 40 5.6. Promotion of a destination ..................................................................................... 41 6. Summary of the chapter ............................................................................................... 44 CHAPTER II – THE CASE OF MOLDE ADVENTURE CENTER ..................................... 45 1. Molde ........................................................................................................................... 45 2. Molde Adventure Center (MAC) ................................................................................. 45 2.1. How MAC developed ............................................................................................ 46 2.1.1. Website development ..................................................................................... 46 2.1.2. Informing relevant stakeholders of the tourism segment ............................... 46 2.1.3. Marketing activities ........................................................................................ 47 2.1.4. Customer service and guiding ........................................................................ 47 2.2. The activities
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