Understanding the Appeal of Adventure Tourism: A Qualitative Exploration Based on the Push–Pull Theory

Abstract: Adventure tourism is becoming a prominent global trend, driven by its combination of exploration, outdoor sports, and a sense of thrill. In Vietnam, this sector is increasingly developing due to its diverse natural landscapes, but research on the motivations for participating in adventure tourism remains limited. This paper applies Crompton's (1979) push-pull theory to analyze the factors influencing the decision to participate in adventure tourism. Using a qualitative methodology with structured in-depth interviews, the study analyzed data from 13 participants, including tourists, their relatives/friends, and service providers. The findings indicate that push factors influencing the decision include: demographics; risk acceptance (driven by the high value of adventure tourism); and the desire for social interaction. Conversely, pull factors include destination attractiveness, safety assurance systems, and pressure from family and friends. The study proposes recommendations to strengthen safety standards, enhance service quality, and boost communication efforts to promote adventure tourism, while also balancing economic development with the conservation of natural and cultural resources.