Determinants of mountaineers' decision to climb: An innovative marketing for mountaineering tourism

A conceptual framework is proposed to examine the determinants of the mountaineers' decision to climb. First, the four mountain-specific motivational factors are discussed, which include: mountain landscape; organization role, accessibility and perceived risk. It is argued that these factors are unique to the mountaineering tourism and as such, has an implication on the mountaineers' decision to climb a selected mountain. This paper is a review paper thus functions as an initial step of an exploratory study to determine factors of the mountaineers' decision to climb to define the concept. Based on the review, an initial conceptualisation of the determinants of the mountaineers' decision to climb is provided. It is argued that the proposed framework is not only assist in understanding the determinants of the mountaineers' decision to climb, but also advances research fronts in areas of innovative marketing development to attract future mountaineers.