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

Authors

DOI:

https://doi.org/10.18226/23190639.v12n2.02

Keywords:

Nature adventure tourism, Experience and consumption, Experiential value

Abstract

Objective: To understand the experiential value of consumption in hiking and rappelling activities in nature-based adventure tourism, focusing on Gravatá-PE, Brazil, using the Experiential Value Map (EVM).

Design/Method/Approach: Qualitative research with a case study design, using participant observation and semi-structured interviews applied to 25 hikers and rappelers. EVM was used to map the value of lived experiences.

Originality/relevance: The study innovates by applying the EVM as a qualitative method in the field of Marketing, offering a new methodological perspective to investigate consumption experiences. It contributes to filling gaps in the literature on experiential value in nature-based tourism activities, especially in the Brazilian context.

Main results/findings: Six experiential values ​​were identified, with emphasis on three main ones: (1) connection with nature, (2) taking care of physical and mental health, and (3) changing lifestyle. These values ​​reveal the transformative nature of experiences in adventure tourism and their influence on consumer behavior.

Theoretical/methodological contributions: The study validates MVE as an effective method for investigating consumer experiences and reinforces the role of qualitative approaches in understanding the symbolic and subjective value of tourism practices, emphasizing the importance of the natural environment for consumption and tourism.

Social/managerial contributions: The results provide support for managers and marketing professionals in developing strategies that value meaningful experiences, promoting sustainable tourism and the well-being of participants.

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.

Luana Cavalcanti de Melo Ataíde, 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.

Elielson Oliveira 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). https://doi.org/10.18226/23190639.v12n2.02

Issue

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

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RBGI Articles

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

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