“…Indeed, this is one of the many motivating factors behind engaging in adventure tourism -the promise of a highly self-defined experience (Prebensen & Xie, 2017;Sfandia & Bjork, 2013). Whether traditional or commercial adventure tourism, co-creation is critical to the overall success of the adventure experience (Mathisen, 2019). "Adventure" implies action, meaning this is not a passive experience, but one which is engaging, absorbing and requires commitment, both mentally and physically, from the participant as they go through the activity and through interaction with staff (Rantala et al, 2018).…”