Analyzing the Consumer Journey for Long-Distance Thru-Hikes: An Abstract

Abstract

The consumption of experiences has become an important part of our economy. We put a great deal of effort, time and money into planning and pursuing what we do in our leisure time. Is the “consumer journey” a good metaphor for this decision process? This research examines people’s interest in, preparation for, and consumption of several long-distance hikes.

The first study analyzed printed memoirs of the Camino de Santiago, Appalachian Trail, and the Pacific Crest Trail. The first step in the consumer journey – awareness – often results from serendipity. The notion may incubate for months or years until the second step when an event or events trigger the decision to attempt the trail. The next step – trial – often involves intensive planning and test hikes. The fourth step, purchase decision – the hike itself – is a time of discovery. Post-hike experience involves reflections, memories, and sometimes insights or sharing of their experiences.

The second study examined the experience of John Muir Trail hikers examining online forums and on-trail face-to-face interviews with hikers. Again, awareness often begins with accidental exposure and adding the idea to a mental “bucket list.” More information is gathered. After making a decision, the trial phase includes both high-involvement mental preparation and practice hikes to test their abilities and equipment. The hike itself is its own journey filled with first-hand learning and self-discovery. Finally, many hikers share the journey with others and serve as evangelists to other potential hikers.

In many ways making a decision to take a thru-hike follows the traditional consumer journey; however, there are also differences with the traditional view of the consumer journey. First, a decision to hike does not usually begin with a felt need in any cognitive sense. Second, consideration often percolates for a long while. Third, the decision to go is often triggered as a result of a life change. Fourth, the decision results in a protracted preparation process of planning and provisioning. Fifth, the journey itself is not a single discreet decision but is frequently revisited. Finally, sharing these experiences is an opportunity to relive and bring some closure to the journey. Although the decision process has been envisioned as a “funnel” this model is based on working backwards from a purchase decision to how a consumer “got there”. From a consumer’s point of view, a more accurate metaphor may be a decision tree, with branches at each decision point leading toward a variety of potential outcomes. Tens of thousands of people may develop an initial awareness of a product or service through serendipity, and may not only be contemplating the initial possibility, but other possible alternatives.