| Summary: | Adventure activities and experiences constantly evolve because individuals, motives, behaviours, and
experiences differ and change over time. In order to assist adventure tourism companies to promote and
sell specific activities and experiences that will meet the specific needs and wants of their identified target
markets, this paper focuses on the demographic profile of adventure tourists who used the
products/services of adventure tourism companies within Pretoria, South Africa. The realised sample was
234, providing a 93.6% response rate. The research instrument used was a self-completing
questionnaire. Based on the results, these adventure tourists were Afrikaans speaking individuals
between the ages of twenty-eight and forty-nine years. Their households consisted of two to four people
and there were generally two income earners per household. This study established that there is a need
for further researching of comprehensive adventure tourist profiles.
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