participating in the same activities, listen to the same music and have similar interests and are likely to spend time together with people who have similar lifestyles– they have their own social groups, culture and lifestyles. Swarbrooke et al,. (2003) and Buckley (2006) define adventure to be different thing to different people, it includes risk and is highly uncertain. For some activities, motivation is the key driver. For example: trekking in high altitude demands motivation, good level of fitness and thorough preparation. For a long time, female adventure tourists were seen as a rare type of tourists. Lately, this stereotype is starting to change thanks to a more understanding and flexible society (culture) attitude towards adventure tourism and the growing female interest in tourism. This is illustrated by travel operators, like Explore having around 60% female customers (Mintel, 2010).
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