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Extraordinary journeys: An exploratory cross-cultural study of tourists on the frontier

School of Business, La Trobe University, Melbourne, Australia, J.Laing{at}latrobe.edu.au

Geoffrey I. Crouch

School of Business at La Trobe University

Tourists are now visiting some of the most remote and amazing places on earth, travelling to 'frontiers' on journeys that are psychological and emotional as well as geographical. These extraordinary journeys to the poles, the peaks of the highest mountains in the world, harsh deserts and even outer space test both physical and mental endurance and can be characterized as 'unique' even in this day and age. The frontier traveller's experiences often attract extensive media coverage and form the basis of popular books and documentaries, conferring on the traveller a form of 'prestige' as a result of the relative rarity and difficulty of their experiences.

Little research to date has focused on 'prestige-worthy' forms of travel, particularly with reference to individuals who venture to some of the most inhospitable, remote and dangerous locations on the globe, despite their importance to the study of tourism as 'destination pioneers'. Motivations for undertaking frontier travel experiences have also yet to be studied in depth from a tourism research perspective. This paper discusses some of the preliminary findings from an exploratory study of frontier travellers from the USA, UK and Australia, as part of an ongoing research project. It compares and contrasts the potential motivation behind frontier travel as well as making some speculative comments on the role culture may play in this form of travel and considering the implications of the findings for tourism marketing. Some of the key motivations behind frontier travel experiences identified by this exploratory study are challenge/goal setting, self-actualization, novelty and adventure, highlighting a message or cause or educating others and influences and inspiration for this type of travel stemming from childhood or early adulthood.

Key Words: tourism • frontier • motivation • cross-cultural • prestige • marketing

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