Antarctica is a place of considerable appeal to an expanding diversity of visitors. To date, hundreds of thousands of people have travelled to Antarctica, and over the past 7-10 years, there has been a steady increase in recreation activity engagement (IAATO, 2011). While a number of studies have investigated travel motivations of Antarctic visitors, typically of commercial tourists, much less attention has been paid to emergent Antarctic recreation motivations. Moreover, research suggests that there is considerable merit in examining motivations specifically as they relate to values (Hodgkinson, 1983; Maslow, 1954). Therefore, this thesis addresses why visitors are motivated to travel to Antarctica and why they are motivated to participate in recreation activities while in Antarctica. In addition, the study explores the relationship between Antarctic travel and recreation motivations and visitor values. By investigating these phenomena across a spectrum of Antarctic visitors, this research aims to achieve in-depth empirical insights into the value-based motivations of individuals who have travelled to Antarctica.
This research is exploratory and broad in scope. The ontological approach to the inquiry is based on a constructivism paradigm, and through an interpretivist lens this research develops. The methodology adopted is associated with means-end theory, where from a consumer behaviour standpoint the theoretical assumption is that it is possible to uncover value-based motivations by linking an experience to the consequences of that experience and then to personal values (Gutman, 1982). The method of inquiry is qualitative, using in-depth, semi-structured interviews while incorporating reflective and reflexive processes into the research design. From August 2009 to March 2010, purposive sampling procedures were used to select fifteen participants and soft laddering was employed during one-on-one interviewing.
The findings of this study are presented as emergent themes using participant narratives. Five motivational themes are identified for travel to Antarctica: to experience freedom, to interact with others, to be challenged, to experience the real Antarctica and to pursue an adventure. Four motivational themes are identified for recreation engagement: to escape, to enjoy the company of others, to be challenged in the environment and to experience the unique landscape. Each theme is then discussed as it relates to each participant’s values. Two key findings emerge from the empirical research. First, participants seek what they consider to be authentic Antarctic experiences and recreation helps to facilitate and achieve these experiences. Second, values affect motivations and this knowledge informs our understanding of why visitors travel to Antarctica and engage in recreation activities. A theoretical model, the Antarctic Tourism System Model, is presented to conceptualise and give structure to the discussion of the relationship between socio-psychological elements and visitor movements to, within and from Antarctica.
To conclude this thesis, directions for future research are suggested, particularly focusing on continued engagement with qualitative discourse that will expand and deepen an understanding of Antarctic visitor value-based motivations. A call is made for Antarctic researchers to address an emergent social science research agenda that acknowledges the dynamics of the environmental, political and socio-psychological dimensions of travel and recreation in Antarctica. This thesis ultimately contributes to a foundation of knowledge about Antarctic travel and recreation value-based motivations, and it highlights a need for continued research that focuses on understanding why people seek to experience Antarctica.
