ADVENTURE AND NATURE TOURISM: MAPPING THE EXPERIENTIAL VALUE OF CONSUMPTION IN TRAILS AND RAPPELLING

Authors

Keywords:

Nature adventure tourism, Experience and consumption, Experiential value

Abstract

Objective: This article investigates the experiential value of consumption in adventure and nature tourism, focusing on trail and rappelling activities, aiming to understand their relevance in the region of Gravatá, Pernambuco, Brazil.

Design/Method/Approach: The study adopts a qualitative and exploratory approach, using the Experiential Value Mapping (EVM) method. Data collection involved participant observation, semi-structured interviews, and observational protocols applied to a group of 25 participants.

Originality/Relevance: The study introduces EVM as an innovative and pragmatic method to map experiential value in adventure and nature tourism. It contributes by providing an empirical overview of consumer experiences in trail and rappelling activities, a topic still underexplored in tourism marketing literature.

Key Results/Findings: The main experiential values identified in these consumption interactions were: connection with nature, lifestyle change, and self-care. The study revealed how these activities generate meaningful and transformative experiences for participants.

Theoretical and Practical Contributions: The research highlights the importance of understanding experiential consumption in adventure and nature tourism. EVM proved to be an effective method for analyzing and representing these experiences and can be replicated in other studies and applied in experiential tourism marketing strategies.

Author Biographies

Ana Elisabeth de Brito Alves, Universidade Federal de Pernambuco - UFPE

Mestranda em Gestão, Inovação e Consumo pela Universidade Federal de Pernambuco - PPGIC- UFPE - Campos do Agreste - CAA. Bacharel em Administração e Pedagogia. Cursando o Bacharelado em Ciências do Consumo (UFRPE). Especialização em Planejamento Estratégico - FCAP-UPE. Especialista em Gestão e Coordenação Pedagógica - UNISSINOS. Especialista em Gestão de Projetos - PUC Minas. Professora Efetiva do Governo do Estado de Pernambuco (Ensino profissional na área de gestão e negócios). Avaliadora e Parecerista de Revistas científicas como: Revista Internext (ESPM) Qualis Capes A3. Revista Brasileira de Gestão e Inovação e-ISSN 2319-0639 , da Universidade de Caxias do Sul, UCS-RS, com Qualis Capes A4; Revista: Administração Pública e da Gestão Social (APGS), ISSN: 2175-5787, Qualis Capes A3. Membro da Comissão de Avaliadores e Pareceristas de Congressos e Eventos Científicos Acadêmicos como: Congresso Internacional de Administração (ADMPG-UEPG); CASI (Congresso de Administração, Sociedade e Inovação (UFF); Fórum Internacional ECOINOVAR (FURG); Jornada Científica de Administração (JCA-UFPE); SECAP (Semana Científica do Agreste (UPE); Assessora de Sessão Online do SEMEAD-Seminários de Administração da Universidade de São Paulo - USP. Pesquisadora em formação e membro dos grupos de pesquisa MID-UFPE e GPCIMA - UFPB. Desenhista nas horas vagas.

Ataíde, Luana, Federal University of Pernambuco

Master's student in Administration from the Federal University of Pernambuco, Specialization student in Evidence-Based Decision Making at UFRPE, Specialist in Corporate Finance from the Catholic University of Pernambuco, Bachelor's degree in Administration from the Catholic University of Pernambuco and Bachelor's degree in Accounting from Faculdade Nova Roma. Currently an Officer of the FAB. Has over 15 years of experience in private companies in the area of ​​administrative management and 4 years in public agencies, with an emphasis on Management and Innovation. Researcher in the line of Governance, Sustainability, Technology, Innovation and Public Management.

Damascena, Federal University of Pernambuco

He is currently an Adjunct Professor at the Federal University of Pernambuco-UFPE. PhD in Administration (Propad/UFPE-2017). Master in Administration (Propad/UFPE-2013). Bachelor in Administration (Univasf-2009). Member of the faculty of the Postgraduate Program in Management, Innovation and Consumption (PPGIC). Member of the research group Marketing and Consumer Culture. He worked as an Administrator, in the Planning Directorate-Diplan (2012-2013), at the Federal Institute of Sertão de Pernambuco - IF-Sertão. He worked as a Substitute Professor (Univasf-2010). Reviewer of national journals such as Organização & Sociedade, Gestão.Org and Journal of Perspectives in Management-JPM. He has articles published in national and international journals and conferences. Areas of interest: consumer behavior, retail atmosphere, transformative consumer research, innovation.

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Published

2025-07-08

How to Cite

de Brito Alves, A. E., Cavalcanti de Melo Ataíde, L., & Oliveira Damascena, E. (2025). ADVENTURE AND NATURE TOURISM: MAPPING THE EXPERIENTIAL VALUE OF CONSUMPTION IN TRAILS AND RAPPELLING. Brazilian Journal of Management and Innovation (Revista Brasileira De Gestão E Inovação), 12(2). Retrieved from https://sou.ucs.br/etc/revistas/index.php/RBGI/article/view/13534

Issue

Vol. 12 No. 2 (2025): (May-August)

Section

RBGI Articles

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Copyright (c) 2025 Ana Elisabeth de Brito Alves, Ataíde, Luana, Damascena

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