Why Do Consumers Risk Their Lives to Climb Mountains? Insights Into Mortality, Identity, and Meaning in Adventure Tourism

Why Do Consumers Risk Their Lives to Climb Mountains? Insights Into Mortality, Identity, and Meaning in Adventure TourismThis study reveals how mountaineers find meaning and identity through preparation and mastery rather than thrill, offering marketing and industry leaders new insight into how consumers pursue fulfillment, manage risk, and align with values in high-stakes experiences.11/18/2025 A team of climbers ascends a steep, snow-covered slope toward rugged peaks.

A team of climbers ascends a steep, snow-covered slope toward rugged peaks.

Steven W. Koppadvernture tourismconsumer behavioridentity transformationmanagementmarketingmortality saliencemortality salience and consumer behaviormountaineeringmountaineering as identity transformationresearchrisk-takingsymbolic meaning in extreme sportswhy consumers take risks in adventure tourism