Original scientific paper
https://doi.org/10.15378/1848-9540.2022.45.08
“Highlander Adventure of a Lifetime”. Adventure in a Time of Commodification of Outdoor Activities
Sanja Đurin
orcid.org/0000-0002-9557-1118
; Institut za etnologiju i folkloristiku
Abstract
Hiking and mountaineering have long been present in Croatia. However, a decade ago, a
new trend emerged. Based on a business mindset and neoliberal economy, this trend popularizes
mountaineering activities outside and beyond long-existing mountaineering clubs,
the Croatian Mountaineering Association, and the magazine Hrvatski planinar and has
proved beneficial to the tourism sector and the business sector as a whole. Based on ethnographic
research conducted among outdoor enthusiasts, adventure tour guides, and practitioners
of adventure sports in Croatia and analysis of online content related to the outdoors
and mountains, this paper examines what kind of adventure narrative is created by the commercial
adventure programs in Croatia, and how these programs affect the redefinition of
adventure in a time of commodification of outdoor activities.
Keywords
hiking; risk; adventure; neoliberalism; entrepreneurial self
Hrčak ID:
287979
URI
Publication date:
21.12.2022.
Visits: 956 *