An empirical study gauging the possibility of choosing Adventure Tourism as a service oriented leisure product among Generation Z residing in Z category cities_A special reference to Northeast India

1. AN EMPIRICAL STUDY GAUGING THE POSSIBILITY OF
CHOOSING ADVENTURE TOURISM AS A SERVICE
ORIENTED LEISURE PRODUCT AMONG GENERATION Z
RESIDING IN Z CATEGORY CITIES: A SPECIAL REFERENCE
TO NORTHEAST INDIA.
Authors- Grahadish Sarma & Subrajit Nath
Presented by: Subrajit Nath
at
INTERNATIONAL MARKETING CONFERENCE
MARKETING 5.0 INROADS TO TECHNOLOGY &
SUSTAINABILITY
Organized by IIM Visakhapatnam

2. CONTENTS
 INTRODUCTION
 REVIEW OF LITERATURE
 NEED FOR STUDY
 OBJECTIVE OF STUDY
 METHODOLOGY
 RESULTS & FINDINGS
 LIMITATION OF THE RESEARCH
 DISCUSSION AND CONCLUSION

3. INTRODUCTION
 Travelling is all about opening yourself up to new
experiences and pushing yourself to reach new levels of
freedom.
 The global tourism market, which was only about $491
million in 2021, is expected to grow to $4.2 billion by the
year 2030, according to a Statista analysis. India is one
of the best places for adventure tourism because of its
wealth of natural and cultural treasures.
 Additionally, over the previous two years, the market
has seen a boom. Rapid growth is expected in the future
as more people become aware of this sector as a 3
result of the quick development of technology and
platforms to share the adventures.
 In 2019, the sector supported more over 40 million
employments, but as the Covid19 pandemic ravaged the
industry in 2020, that number fell to just over 29 million.
Its contribution to GDP reached $178 billion, up 43.6%
from the prior year (or 13.2 trillion).

4. REVIEW OF LITERATURE
 As a kind of outdoor recreation, adventure tourism has grown
in popularity within the tourism sector (Travel Industry
Association of America, cited 2005). The definition of
adventure might vary depending on the type of traveler, as
certain experiences may not satisfy another traveler's need for
fear (Buckley, 2006).
 The Northeast is a popular tourism destination due to its
natural resources, wildlife, world heritage places, festivals,
customs, and ethnography. Guwahati city is the leader in
medical tourism due to its language, cost efficiency, location,
and transportation options. (De, 2017; Nath, 2019)
 Tourism has enormous potential for socio-economic
development in the region due to its rich natural resources
and diverse culture. (Prasain, 2017).
 The region's location and vibrant society make it attractive to
the tourist sector. Despite making up only 8% of the country's
overall land area, the region is home to numerous indigenous
tribes.

5. NEED FOR STUDY:
Previously conducted researches have clearly depicted the points of
differences between the tourism and adventure tourism sectors.
Adrenaline rush has been identified as a major point of difference
between the two sectors which can be a major unique selling point for
the latter but leveraging only one factor cannot help the brand to scale
and it may find itself in a position where it will just be engrossed in niche
marketing which is not recommended. Business owners should use the
7Ps of marketing to build a sustainable product portfolio.
OBJECTIVE OF STUDY:
The Paper is purported to understand the impact of various factors such
as Ads of adventure Tourism in your Social Media Profile, Work in the
tourism Services ,Quotation as per Requirement, Gender etc on
Adventure Tourism Likelihood of choosing adventure tourism amongst
Gen Z a residing in Z Category Cities a special reference to North East
India.

6. RESEARCH METHODOLOGY
 Factor Analysis has been used the technique involves data
reduction, as it attempts to represent a set of Variables by
Smaller Number.
 Co-relation & regression has been used to understand the
inter-dependency of the independent variables (Ads of
adventure Tourism in your Social Media Profile,
Adventure Tourism Services or Amenities Provided,
Travel Destination, Work in the tourism Services ,
Frequently visited sites, Quotation as per Requirement,
Unexplored Location Tourism, Gender) and dependent
variable (successful implementation of Likelihood of
choosing adventure tourism amongst Gen Z ).
 Sampling method adopted is cluster sampling and sample
size is 153.

7. RESEARCH FINDINGS & RESULT
Fig. 2 Total Variance Explained
KMO and Bartlett's Test
Rotated Component Matrix
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .550
Bartlett's Test of Sphericity Approx. Chi-Square 400.685
df 120
Sig. .000
Total Variance Explained
Compone
nt
Initial Eigenvalues
Extraction Sums of Squared
Loadings
Rotation Sums of Squared
Loadings
Total
% of
Varianc
e
Cumulat
ive % Total
% of
Varianc
e
Cumulat
ive % Total
% of
Varianc
e
Cumulat
ive %
1 2.467 15.420 15.420 2.467 15.420 15.420 1.988 12.425 12.425
2 2.017 12.604 28.023 2.017 12.604 28.023 1.598 9.987 22.412
3 1.729 10.804 38.827 1.729 10.804 38.827 1.571 9.819 32.230
4 1.329 8.304 47.132 1.329 8.304 47.132 1.556 9.726 41.957
5 1.193 7.458 54.590 1.193 7.458 54.590 1.529 9.556 51.512
6 1.047 6.543 61.133 1.047 6.543 61.133 1.419 8.867 60.379
7 1.003 6.271 67.404 1.003 6.271 67.404 1.124 7.025 67.404
8 .883 5.518 72.922
9 .812 5.074 77.996
10 .654 4.090 82.086
11 .620 3.877 85.963
12 .593 3.708 89.671
13 .576 3.598 93.269
14 .408 2.553 95.822
15 .373 2.332 98.153
16 .295 1.847 100.000

8. From the above table, we find that except Tourism services in my opinion are well-planned & Budget Plan. All the other
variables are statistically positively correlated.

9. Interpretation: From the Model Summary table, the R Column signifies the value of R. R can be considered one
measure of the quality of the prediction of the dependent variable (Likelihood of choosing adventure tourism
amongst Gen Z ). A value of 0.356 indicates a Moderate level of prediction. The R Square column is the proportion
of variance in the dependent variable that can be explained by the independent variables. From the model summary
table it is 0.356 which means independent variables explain 35.6% of the variability of our dependent variable.
From the coefficient table, we find that P-Value is less than 0.05 in case of Quotation as per Requirement, Work in
the tourism Services, Gender, Ads of adventure Tourism in your Social Media Profile and these are the four
variables which significantly contribute to the model. Hence, these five variables have an impact on Adventure Tourism
i.e.. By offering suggestions for adventure travel.
Y= 0.693+0.398X1+0.129X2-0.344X3+0.264X4
Where X1= Quotation as per Requirement
X2= Work in the tourism Services
X3= Gender
X4= Ads of adventure Tourism in your Social Media Profile
Model Summary
Model R R Square
Adjusted R
Square
Std. Error of the
Estimate
1 .596a .356 .320 .744
a. Predictors: (Constant), Ads of adventure Tourism in your Social
Media Profile, Adventure Tourism Services or Amenities Provided,
Travel Destination, Work in the tourism Services , Frequently visited
sites, Quatation as per Requirement, Unexplored Location Tourism,
Gender

10. Accepted Hypothesis:
1. Quotation as per Requirement has an impact on Adventure Tourism by Likelihood of
choosing adventure tourism amongst Gen Z
2. Work in the tourism Services has an impact on Adventure Tourism by Likelihood of
choosing adventure tourism amongst Gen Z
3. Gender has an impact on Adventure Tourism by Likelihood of choosing adventure
tourism amongst Gen Z
4. Ads of adventure Tourism in your Social Media Profile has an impact on Adventure
Tourism by Likelihood of choosing adventure tourism amongst Gen Z
Rejected Hypothesis:
1. Travel Destination has an impact on Adventure Tourism by Likelihood of choosing
adventure tourism amongst Gen Z
2. Unexplored Location Tourism has an impact on Adventure Tourism by Likelihood of
choosing adventure tourism amongst Gen Z
3. Frequently visited sites has an impact on Adventure Tourism by Likelihood of
choosing adventure tourism amongst Gen Z
4. Adventure Tourism Services or Amenities provided has an impact on Adventure
Tourism by Likelihood of choosing adventure tourism amongst Gen Z
..

11. CONCLUDING REMARKS
 LIMITATIONS OF THE RESEARCH:
The research takes into account the responses of 153 respondents with the
sampling frame including subjects residing in semi urban cities and towns,
students from engineering colleges, technical institutes and universities. The
research findings are tentative and may vary with change in demography,
climatic conditions, means of livelihood, etc. The trend study should also be
held very pivotal for this as appeal for any product or service for a timeline
can be studies statically but in the long run such findings are always
intervened by dynamic factors.
 DISCUSSION AND CONCLUSION
Adventure tourism in India's northeast is a form of environmentally friendly,
sustainable travel that supports the preservation of the local population's
culture and generates economic possibilities for nearby communities. It is
abundant in natural resources and has unique cultural, socio-religious, and
religious characteristics, making it a great economic booster. Other factors
such as gender, presence of advertisement and promotions in social media
will shape the adventure tourism economy.

12. THANK YOU FOR YOUR TIME