Influence of Mass Media's Coverage of Adventure Tourism on Youth Perceptions of Risk

Abstract

Perception is a complex construct that is influenced by a number of factors, including the mass media, which can produce a distorted view of reality. This is of significance to adventure tourism businesses because a person's perceptions of adventure, risk, and safety are what determine whether they will participate. Research was undertaken to examine how the mass media's coverage of adventure tourism accidents influences youth perceptions of risk. It was found that the news media increases the perceived risk associated with an activity, but instead of discouraging youth participation it actually encourages future participation intentions.