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Oman Is the Middle East’s Most Alluring Adventure Destination

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“I had found a freedom unattainable in civilization; a life unhampered by possessions,” the English explorer Wilfred Thesiger wrote in his 1959 travelogue, Arabian Sands. 

It was these words—about Thesiger’s time in Oman from 1945 to 1950, when he crossed the sea of dunes called the Rub‘ al-Khali, or the Empty Quarter—that first made me want to visit that part of the world; the photographs he took there were what made me want to pick up a camera. 

The way Thesiger described the solitude and inner strength he found in this region, along with his vivid characterizations of the guides with whom he traveled, on foot and on camel, often in disguise, were impossibly intoxicating to me in my adolescence. So too was the way he wrote about the edges of things: where the mountains met the Indian Ocean; where ancient, nomadic ways of life intersected with the modernity that followed the discovery of oil in 1956. 

The Riyam Censer in Muscat, a memorial modeled on an incense burner.

Chris Wallace


For as long as I can remember, I have been looking for the experience Thesiger described in the Empty Quarter. Like him, I have carried “the belief that tranquility was to be found there.” I went to Oman to find it for myself.

Understanding the Coastal Landscape

If the Arabian Peninsula looks a bit like a giant moon boot wedged between Africa and Asia, Oman makes up the toe and ball of the boot. The country’s coastline extends from the Gulf of Oman in the north, down the eastern shore along the Arabian Sea, all the way to Yemen in the south. 

I started my visit on the northeastern coast, in the capital city of Muscat. The historic center, where the palace and government buildings lie between massive castles built by the Portuguese, hugs an immaculate harbor ringed by buildings that look like a set from a fantasy film. Meanwhile the pearly-white Shatti Al Qurum district, with its broad highways, could be an extremely elegant creation in a SimCity video game.

From offshore, the Hajar Mountains that rise behind the city’s low-slung skyline look like waves about to come crashing down—or so it seemed to me as I bounced along in a speedboat bound for the rugged Daimaniyat Islands, some 10 miles off the coast. The massive dome of the Grand Mosque, and the city’s brilliant whites and blues and glittering golden crescents, blinked at me as the battering swell soaked me and my gear. Once we reached the islands, I hung my clothes from the deck to dry and swam in turquoise waters with dozens of green turtles. 

A pool at Six Senses Zighy Bay.

Chris Wallace


The next day, I traveled with Ghassan Almaashari—a guide arranged by my hotel, the new St. Regis Al Mouj Muscat Resort—south from Muscat down the coastal road to the beloved Wadi Shab, a river gorge deep in the mountains. Here, as in so many canyons and crevices in that part of the country, waterfalls form some of the most beautiful swimming holes I’ve ever seen. At Wadi Shab, and the little caves nearby, I saw the bulk of the other tourists I was to encounter on my trip—about two dozen people, even though it was high season. 

The following day, Almaashari drove me west of Muscat to the ancient mountain capital of Nizwa, where there is still a grand souk and, every Friday, a well-attended goat market. The great travel writer Jan Morris, on a visit in 1955, described Bedouin women wearing traditional battoulah face coverings, made of brilliantly colored fabrics and sometimes adorned with metallic beads and coins. The men, she wrote, wore dishdashas, or long shirts, and carried curved silver daggers in their belts. While I saw similar outfits during my visit, there were also SUVs and buses to remind me that more than half a century had gone by since Morris’s visit. 

The 17th-century Nizwa Fort, long the seat of power in the region, has undergone massive renovations and become a tourist attraction. While much of the work aimed to preserve the structure’s antique character—the arched crenelations along the edges have all been restored, for example—there were tableaux throughout the fort, with dummies, replicas, and cheap plastic props. Almaashari could tell that I was a bit horrified by what looked to me like Disney’s Pirates of the Caribbean ride. 

Cell reception kicked in on our way back down from the mountains, and Almaashari and I received the news that the Biden administration had released 11 Yemeni prisoners into the care of Oman. They were among the last detainees to be held in Guantánamo, rounded up during the so-called “War on Terror”; some had been held for decades without being tried or even charged. Prohibited from returning them to Yemen, Biden turned to Oman—underscoring the role of global diplomat the country has assumed over the past half-century. This standing is clearly a point of national pride, and Almaashari went on to tell me about the many times Oman’s positioning in the world has allowed it to function as a mediator, because it has chosen not to align itself with one particular power, doctrine, or faith. 

The Sultan Qaboos Grand Mosque, in Muscat.

Chris Wallace


Hotels and Restaurants To Know

Benefiting as it does from thousands of years as a major stop for the spice trade, and incorporating influences and ingredients from China, India, and East Africa, Oman’s food is also a point of enormous pride. The meals I ate combined all of my favorite flavors: seafood in rich, gingery curries; the famous lamb shuwa, wrapped in banana leaves with cloves and chiles and cooked underground on hot coals for 24 hours; and the chai-like karak tea, heavy with cardamom. I loved all the food I had in Muscat, but I must have returned to Karibu, the Swahili Coast–style restaurant at the St. Regis, five times, for its sublime octopus curry. I still think about it almost every day. 

The St. Regis, which is part of a new development that includes a golf course and residences, is a swooping, futuristic, serpentine structure wrapped around a pool and facing a pristine private beach. A little way along the coast sits another recently opened property: the Mandarin Oriental, Muscat, perched on the gorgeous (and surprisingly empty) Shatti Al Qurum Beach. The grass promenade along the sand, shaded by coconut palms, is a favorite for locals. So too is the hotel, which has become a gathering place for Omani royals and dignitaries, diplomats who work in the nearby embassies, and those who just like to see and be seen. 

Everywhere I went in Oman, I felt a funny flattening of time as I wandered into places that have existed for millennia.

Privacy, by contrast, is paramount at Six Senses Zighy Bay, a hotel I visited way up in the north of the country, on the Musandam Peninsula. The property has a reputation among hotel enthusiasts for being a wonderfully remote hideaway. I may have forgotten to mention to the team there that I am deathly afraid of heights—and so they arranged for me to arrive at the property by paraglider, from the top of a mountain range behind the cove where the hotel is located. (I survived without incident.) I could see why people love the resort: there is a timelessness to its cobblestone and wood-beam architecture that makes it feel as if it has been there forever. 

How the Past is Shaping Oman’s Future

But then, everywhere I went in Oman, I felt a funny flattening of time as I wandered into places that have existed for millennia, while reflecting the legacy of colonialism. (Even the designation sultan for Oman’s monarch is a holdover from Ottoman days.) 

From left: The Gulf of Oman as seen from the Mandarin Oriental, Muscat; the hotel’s pool.

Chris Wallace


Before oil was discovered, my guides told me, there were less than 10 miles of paved road in the whole country. Just two schools. A single hospital. Then, almost overnight, the nation was dripping in wealth, which Sultan Qaboos bin Said, who ruled from 1970 to 2020, used to build up infrastructure and expand social services, education, and health care. Unlike the United Arab Emirates, its neighbors to the north, Oman didn’t build vertically (the tallest structure in the country is just 16 stories) or coax foreign companies to move their headquarters there in the hopes of stimulating investment. Rather, throughout the 50 years of Sultan Qaboos’s reign, there was an effort to keep Omani culture intact, while modernizing to have the best of things (including, in Muscat, a dazzling opera house, a passion project for the music-loving sultan). 

At times Oman can seem hidden away from the world, a glittering white kingdom by a sapphire sea, governed by a benevolent monarch. But the future is coming. One of the mandates handed down to the present sultan, Haitham bin Tariq, who succeeded Qaboos in 2020, is to usher the country into a sustainable future. Oman Vision 2040, as the project is called, seeks to incorporate green technology and diversify the economy. It is already expanding the footprint of the capital city, even putting in place a radical new development: a residential and commercial district with buildings of 30 to 40 stories. 

When Thesiger visited southern Oman’s Dhofar region in 1945, he mounted his expeditions into the dunes from the city of Salalah, the region’s historic center. Salalah at that time, he wrote, was “a small Arab village adjoining the sultan’s palace.” Today, at the gleaming Al Baleed Resort Salalah by Anantara, which has been designed to look like a traditional Omani castle, guests can ride horses on the beach, mount their own excursions to shop in town, or see the ruins of the ancient cities nearby. 

Visiting the Dunes

Like Thesiger, I was eager to get out to “the sands,” so I ran off with Ahmed Almahri, a guide arranged by the Anantara, to take in my first sunset in the Empty Quarter. En route, Almahri wanted to do a little “dune-bashing”—driving up and down Dhofar’s massive waves of sand in a Toyota Land Cruiser. Though undeniably fun, this wasn’t exactly the baptism of solitude I’d come in search of. 

From left: The natural swimming hole at Wadi Shab; postmodern design by Ibrahim Jaidah Architects at the St. Regis Al Mouj Muscat resort.

Chris Wallace


That night, in the Bedouin-style camp just outside the dunes where the Anantara had arranged for us to sleep, I asked Almahri about the appropriateness of the word Bedouin; it sounded a bit off to me. But Almahri, who prides himself on knowing the dunes so well he has never used GPS there, said that Bedouin was fine. It comes from the Arabic badawi, which means simply desert-dweller. 

The next day, I decided to venture farther into the dunes. Another guide, Said Tabook, collected me and drove me to the ruins of the ancient port city of Sumhuram, once the heart of the region’s frankincense trade, where I watched from the archaeological site as dozens of camels waded into a lagoon. We found still more camels walking in the freshwater flow at Wadi Darbat, a gorge farther up in the mountains; from there, Tabook brought me to a chain of turquoise waterfalls that ran over a staircase of cliffs. 

All through the region, the long Dhofar Mountains run with the sea on one side and open desert on the other. The desert stretches, as Thesiger wrote, unbroken until Damascus, a distance the same as from the southern tip of India to the Himalayas. In his day, the land around the mountains was thick with frankincense trees, which the sultanate is now trying to protect as both a cultural and commercial resource. At Wadi Dawkah, I visited trees that are being looked after, in part, by the Omani perfume company Amouage, which treats them and their resin the way the Rothschild family treats grapes in Bordeaux. And why not? For centuries the resinous sap—which, when dried and burned, was said to smell of the divine—was one of the most valuable commodities in the world. It made what the ancients called Arabia Felix, or “Happy Arabia,” one of the richest places on earth. 

As we drove southwest toward the Yemeni border, Tabook spoke to our driver in Jibbali, a language full of clicking sounds and lisps made at the back of the teeth. On the car stereo, he played me songs by the Lebanese singer Fairouz. In response, I played him classical Iraqi oud music. As we made our way past baobab trees and tobacco plants, through rocky fields blooming with desert rose and acacia, Said countered with John Denver’s “Country Roads.”

From left: Taqah Castle, an archaeological site in Dhofar; a camel at Al Fazayah Beach, near Salalah.

Chris Wallace


Finally we came through the canyons to Al Fazayah Beach, maybe 40 miles from the border. Here I again gravitated toward a crowd of camels. Wading into the water with them, I noticed just how happy I was, how perfectly unencumbered. When I finally tore myself away, the animals bade me farewell in growling belches, like creatures in a Star Wars movie.

That night, Tabook and I made our way deeper into the dunes, settling in at a Magic Camps outpost, a wide circle of canvas sleeping tents, as well as a communal mess tent, arranged around a firepit. It wouldn’t have looked out of place in a John Ford western. Tabook and I were the only guests that night, and as the Magic Camps team rustled up dinner, we sat by the fire, surrounded by massive hills of sand. 

As we sipped tea and looked into the flames, Tabook asked me if I’d ever heard of an Englishman who traveled to this area long ago and wrote a book called Arabian Sands. Yes, I told him, almost giddy. I was sitting there at that very moment because of that book. In fact, I continued, I believe that book set me on the trajectory of my life and work. 

Arabian Sands was a valuable artifact, he said. There were no contemporaneous accounts written by Omanis, or written in Arabic, that recorded with such specificity the life and times of Omani tribespeople of that time. Thesiger’s book is one of only a few records we have of the behaviors, beliefs, and dress of that generation, who lived much as their forefathers had for centuries. Thesiger managed to capture their incredible strength and humor, as well as how loud and irascible they were. 

From left: The souk at Nizwa; the Magic Camps site in the dunes of Dhofar.

Chris Wallace


Nowadays, Tabook told me, there are people who get themselves up in strange clothes, or act strangely, and claim that they are honoring the old ways, preserving the purity or authenticity of a time gone by. But, he said, they are foolish; because of this book, there is proof of how things actually were in the past. Besides, times were very tough back then. Why would you ever want to go back?

Growing up in the 1970s, Tabook continued, he had spent much of his childhood in the mountains, wearing hand-me-down clothes that were in some cases generations old. He went on to study meteorology, and eventually became a French- and English-speaking guide. In his lifetime, he watched technology arrive—first as a radio powered by a car battery, then television, then the Internet, and now cellular phones. He held his up and shook it in the air, marveling. Surely, he said, your parents and their parents would want you to live a better life than they did? 

“Here, as elsewhere in Arabia,” Thesiger wrote of the period after the discovery of oil, “the changes which occurred in the space of a decade or two were as great as those which occurred in Britain between the early Middle Ages and the present day.”

Now Oman and this entire region are preparing for another new, but more sustainable future. I wonder what the dunes, the country, and the cities will look like in a decade or two. I hope someone is writing a book.  

A version of this story first appeared in the May 2025 issue of Travel + Leisure under the headline “Shifting Sands.”



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Now Brooklyn, Port Chester, Boston, Toronto, Chicago, Denver, Seattle, Vancouver and LA Await Robert Plant’s Epic Travel Adventure Tour

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Sunday, July 20, 2025

For the vagabond hearts that beat in perfect sync with insatiable wanderlust, iconic Led Zeppelin lead singer Robert Plant’s New Sensation Saving Grace Tour is sweeping North America this Fall. More than just music, this journey paves the way for personal revelations on the open road, scenic venues, theatres, cities and beyond— from the deep seclusion to the magnetic big city nightlife, nothing is better than music, when and wherever.

Legendary Voice Meets Hidden Destinations

Robert Plant’s Saving Grace Tour is more than just a concert stop — it’s a journey into interpreting sound. The tour is slated to kick off on October 30 (2025) and designed to provide an intimate performance, selecting historic music halls and theaters. From landmark cities to historic towns, both travelers and music fans will experience North America’s cultural heartbeat throughout the tour.

Exclusive New York Kickoff: A Foreign-Subcection Trip

The tour blasts its way to the spirited center of New York when it lands in Brooklyn’s Paramount Theater on November 5. Brooklyn, known for is creative spirit and great coffee shops, is one of the biggest offers a combination of culture, food and creativity. A few days later, on November 8th, Port Chester travelers can catch another show at the Capitol Theatre, a venue famous for its music history and luxurious architecture.

A Melodic Journey Through Historic American Cities

From Wheeling’s Capitol Theatre in West Virginia to the rolling hills of Virginia around the city of Charlottesville, every destination on this tour has been carefully chosen to make the most for the traveller of local history and cuisine & walking off the brumal chill, before partaking in the evening soul-warming music stylings.

Enchanting Evenings in Iconic Venues

Show-goers will have an opportunity to witness the magic in classic buildings like Boston’s Boch Center (an Art Deco masterpiece) and Toronto’s historic Massey Hall (the ultimate setting for the acoustic majesty Robert brings to the stage). For those who prefer colorful city environs, Chicago’s Vic Theatre and its Old Town School offer amazing sets combined with the city’s famous food and the world-class ambiance you’d expect from the Windy City.

Saving Grace playing the Ellie Caulkins Opera House November 15 in Denver. Located in the midst of Colorado’s picturesque mountains, travelers will find the chance to enrich their passion for music by embarking on memorable outdoor experiences by lodging near local trails, towering mountains and invigorating city sights.

Seattle to Los Angeles

A century-old vaudeville theatre in the heart of downtown Seattle offers a unique and entertaining experience for guests who can enjoy performances and touring acts to the backdrop of this historically regal stage. The adventure continues in Vancouver, an exciting city with beautiful views, unlimited activities and a real ocean feel. Further down south, Oakland and Los Angeles complete the tour, both cities providing their own unique mix of offerings, from Oakland’s lively arts and culture scene to LA’s posh beaches and nightlife.

A Soulful Soundtrack: The New Saving Grace Album

The journey will take place around the September 26 release of Plant’s album, “Saving Grace,” a collection of ten emotionally moving acoustic songs. Touching on traditional blues, folk classics and soulful spirituals, it’s the perfect soundtrack for travel companions, adding some intimacy and reflection to the journey.

Why Travelers Pick This Tour

With an eclectic mix of music and purposefully chosen venues, this tour is as transformative a travel experience as one could hope for it to be. Each show is sure to transcend the music, engaging the audience in an authentic experience and leaving a lasting impression with its connection to location and local culture. It’s a chance to re-discover the other America through music and history, a country that opens its soul to the soundtrack of Plant’s legendary voice in every town along the way.

Where and How to Get Tickets

Tickets go on sale July 18 and can be purchased at Vivid Seats and Ticketmaster, ensuring that travelers have safe access to the magical, once-in-a-lifetime journey. Because North America has a lot of places to travel and see, and music fans aren’t the only ones to seize on this deal.

A Journey and a Sound – I will never forget

Whether walking the cool streets of Brooklyn, sharing the Chicago cooking, or letting the natural wild wonder of Vancouver enchant them, every city becomes the perfect backdrop to SAVING GRACE. “Here’s your chance to make your love for music and sense of adventure to travel this fall on a great American road trip to remember, long after the music has stopped and the last note has played.

Here’s what you need to know today — an additional 200 travel words that have been tidied up in the interest of narrative flow:

Europe into America culture Bridge of Surprise – Rolling in from tour July to Autumn

Robert Plant and Saving Grace have already played in Europe this month, with superb performances at Vienne, Carcassonne, Granada, and Barcelona festivals. These early shows not only ensured a full-blooded workout for the band, but also raised the bar, giving the North American-bound traveler this autumn some eager expectations to fulfill.

U.S. ticket and pre-sale information – Don’t Miss Out on the Inside Scoop

Crucial travel tip: a presale will be available Thursday, July 17 at 10AM local time via Ticketmaster and Plant’s website, preceding public ticket sales July 18. Book those seats now to combine a Southern fall escape with live music magic — the perfect trifecta for fans looking to commit to tickets and travel in one fell swoop.

Close-Ups That Still Define the Travel Experience

The move to smaller venues — Brooklyn’s Paramount, Denver’s Ellie Caulkins Opera House, Seattle’s Moore Theatre — sharpens the touring experience, matching emotional, acoustic performances with the spirit and personality of a given city. Think architectural beauty, walkable neighborhoods, and boutique hotels a literal stone’s throw from the stage.

Save the dateSept 26 on your travel calendar: The dropped new album Saving Grace is sure to spark local listening parties and album-themed brunches as well as other specially curated merch pop-ups– a travel must for any globe-trotting fan looking to ride the wave of the tour’s cultural takeover.



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Budget & Luxury Travel

Perfect Stay Guide: Must-Have Tips for Effortless Travel Style

Discover how the perfect stay guide can help you choose accommodations that match your travel style, whether you’re seeking luxury indulgence or budget-friendly comfort for an unforgettable trip.

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How to Choose the Perfect Stay for Your Travel Style

Choosing the perfect stay for your travel style can make or break your entire trip experience. Whether you’re planning a relaxing retreat or an adventurous getaway, where you choose to stay sets the tone for your journey. The decision often hinges on several factors, including preferences like luxury vs budget accommodations, whether you’re traveling solo vs group, or if your destination is more urban or rural—city vs countryside. Navigating these choices can be overwhelming, but with the right guidance, you can tailor your accommodation to perfectly align with your travel style. Here’s how to approach this important aspect of travel planning.

Understanding Your Travel Priorities

Before diving into specific options, it’s crucial to identify what kind of travel experience you want. Are you aiming for rest and rejuvenation, cultural immersion, or social interaction? Your answers will reveal a lot about the kind of stay that will best suit you.

Luxury vs Budget: Finding the Right Balance

One of the most common dilemmas travelers face is choosing between luxury vs budget accommodations. Both have distinct advantages depending on your needs and style:

The Appeal of Luxury Stays

Luxury accommodations offer comfort, top-notch amenities, exclusive services, and often prime locations. These stays are perfect if relaxation and indulgence are top priorities. You’ll find five-star hotels, boutique resorts, or lavish villas equipped with spa services, gourmet dining, and concierge assistance. For travelers who value impeccable service and extra pampering—often a solo traveler looking to recharge or couples on romantic retreats—luxury stays can turn an ordinary trip into an extraordinary experience.

Why Budget Stays Are Sometimes Better

Budget options like hostels, guesthouses, or budget hotels appeal to those prioritizing cost savings without compromising on cleanliness and basic comforts. Backpackers, students, and group travelers often prefer budget stays to maximize their travel duration or spend more on experiences rather than lodging. Interestingly, budget accommodations can also foster community and social interaction, especially in dorm-style hostels that encourage mingling among solo travelers.

Bargain Your Way to the Best Hotel Stays

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Striking the Balance

Sometimes, a mid-range option with boutique hotels or higher-end Airbnb units can combine comfort with affordability. Think about how much time you plan to spend in your room versus exploring the destination—this can help you decide how much to invest in your stay.

Solo vs Group: Tailoring Your Stay to Company

Your choice of accommodation should reflect whether you’re traveling solo vs group, as this can significantly influence comfort, privacy, and convenience.

Solo Travel: Emphasis on Security and Connection

Solo travelers often look for safe, comfortable places that also offer opportunities to meet others if desired. Hostels with social areas, small bed-and-breakfasts, or co-living spaces are great for creating connections. On the other hand, solo travelers seeking solitude might prefer boutique hotels or private rentals where they can enjoy peace and quiet. Importantly, solo stays require accommodations that are easy to navigate alone and offer good customer support in case of emergencies.

Group Travel: Focus on Space and Shared Experiences

Groups, whether friends or family, demand ample space and cost-effective options. Vacation rentals or serviced apartments with multiple bedrooms and communal areas work wonderfully for groups. These options often allow you to cook your meals and enjoy quality time together, enhancing the group dynamic. Hotels offering suites or adjoining rooms can also be convenient, providing individual privacy alongside shared space.

City vs Countryside: The Setting Matters

Your destination’s environment—whether city vs countryside—plays a key role in shaping your lodging preferences.

City Stays: Convenience and Connectivity

Urban destinations are typically bustling with activity, so accommodations here often prioritize proximity to transportation, nightlife, museums, and dining hotspots. Hotels or apartments in the city center or near major transit hubs make it easier for you to explore without wasting time commuting. For solo or group travelers alike, the city offers plenty of social opportunities and amenities.

Countryside Stays: Nature and Tranquility

If your aim is to disconnect and recharge, rural stays provide a serene atmosphere surrounded by nature. Farmhouses, cabins, or countryside inns often embody the essence of peace and offer authentic local experiences. These types of accommodations encourage relaxation and allow travelers to engage in outdoor activities like hiking or stargazing. However, keep in mind the potential trade-off in terms of fewer dining and entertainment options nearby.

Additional Tips for Choosing the Perfect Stay

  • Read Reviews Thoroughly: Past guest experiences can offer invaluable insights into what to expect.
  • Consider Amenities: Free Wi-Fi, kitchen facilities, and laundry services can significantly affect comfort.
  • Check Accessibility: Make sure the accommodation suits your mobility needs and proximity to points of interest.
  • Book Early: Especially in popular destinations or during peak seasons, early booking ensures availability and better rates.

Finding the ideal accommodation depends on a clear understanding of your travel style and priorities. Balancing luxury vs budget needs, choosing based on solo vs group dynamics, and factoring in the environment—city vs countryside—will guide you toward the perfect stay. Remember, your lodging isn’t just a place to sleep; it’s part of your travel adventure. Choose wisely, and your stay will enhance your journey, creating memories you’ll cherish forever.

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Pursuit of entertainment or self-expression? Research on adventure tourism

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Data collection

The study focused on domestic and foreign tourists aged 18 and above participating in rafting at Antalya Köprülü Canyon. The questionnaires were applied immediately after rafting in-person, and it was thought that the tourists’ experiences were reflected. In order to accurately measure tourist motivations, the literature was reviewed and scales were selected from the literature. In the process of selecting the scales, previously experienced ready-made scales were used, however, the scales were preferred from ready-made scales with high values in terms of validity and reliability. The aim here is to measure the constructs measured in the study in the most reliable way and in a way that can be distinguished from other constructs. For this purpose, scales with high Cronbach α or composite reliability values and AVE (average variance extracted) values were preferred. Then the convenience sampling method was used as the sampling method because there was no random selection. It is a statistical fact that the convenience sampling method does not represent the whole population because it is not random. However, it is easier to apply than random sampling in terms of reaching individuals with new experiences. In addition, as a result of studies that can be carried out in other countries or regions, although it is not a random sample, new literature becomes more debatable and converges to a scientific reality with the literature obtained with the convenience sampling method together with the developing literature.

Participants voluntarily participated in the survey after the rafting experience. Thus, it can be stated that the participants’ responses to the questionnaire were not influenced by any incentives. This situation causes the participants’ views on the subject to be more sincere. The questionnaires were collected in 2021. From 327 questionnaires, 31 were excluded for incomplete data, leaving 296 for analysis. The demographics included 68.1% Russian, 21.5% EU citizens, 9.5% Turkish, and 1% from other nationalities, reflecting general tourism trends in Turkey as reported by the World Travel and Tourism Council (2021). According to the World Travel and Tourism Council (2021) report, 12% of those who came to Turkey in 2019 were Russian, and 8% were German tourists, while in 2020, this rate was 13% for Russians and 7% for Bulgaria, Germany and Ukraine. In this case, it is predicted that the data and results obtained from the target audience will provide correct inferences. Therefore, bias in the study poses as much risk as bias that can occur in real life.

Although 50% of the participants have visited Antalya before, the rate of those who have visited Köprülü Canyon before is 24.3%. In this case, it can be said that individuals who have visited before have returned home without rafting in Köprülü Canyon. The rate of those who have rafted before is 29.7%. The fact that the rates of those who have visited Köprülü Canyon and those who have rafted are close may indicate that individuals tend to do it again after the first experience. While 62.4% of the participants were female, 37.6% were male. In this case, it can be stated that women are more oriented towards adventure tourism. 12.2% of the participants are high school graduates, 21.3% are associate degree graduates, 57.4% are bachelor’s degree graduates, and 9.1% are master’s and doctorate graduates. The average age of the participants was 33.36, while the median was 33.

Measures

Five-point Likert-type scales assessed all constructs. The scales covered “experiencing nature” (Perić et al., 2019), “escape” (Carvache-Franco et al., 2019), and “joy” (Pestana et al., 2020). The “WOM” influence (Sirakaya-Turk et al., 2015) and “self-image congruence” (Sirgy et al., 1997) were also measured, along with “revisit intention” (Zhang et al., 2018).

Data analysis and results

The data analysis validated the measurement model and evaluated relationships between the constructs.

Measurement model

The confirmatory factor analysis (CFA) indicated a satisfactory fit, with chi-square/df at 2.81, CFI at 0.92, SRMR at 0.059, and RMSEA at 0.078 (Hu and Bentler, 1999), as detailed in Table 1.

Table 1 Confirmatory factor analysis results.

Construct validity was confirmed, with convergent and discriminant validity assessed and meeting established thresholds (Hair et al., 2014) as shown in Table 2.

Table 2 The results of the inter-construct correlations and AVE value.

According to Tables 1 and 2, the AVE values are greater than 0.50 and the correlation between the variables. Therefore, convergent and discriminant validity is provided. After this stage of the analysis, common method bias (CMB) or common method variance (CMV) was examined. According to Podsakoff et al. (2003), CMB analysis refers to the bias that emerges from external factors on the data set and occurs when the majority of the variance is explained by a single factor (Podsakoff et al., 2003; Gaskin and Lim, 2016). To measure whether the majority of the variance was gathered under a single factor, the single factor Harman test was performed, and the explained variance rate was calculated as 43%. Since the single factor Harman test is a weak analysis, CMB was re-examined using the Controlling for the effects of an unmeasured latent methods factor analysis suggested by Podsakoff et al. (2003), and each regression path was calculated as 0.64, and the explained variance rate was found to be 41%. Since CMB does not exceed 50% (Eichhorn, 2014: p. 8), it can be said that CMB does not exist or is insignificant (Büyükdağ and Kitapci, 2021).

Structural model

The structural model’s evaluation produced the following results: chi-square/df value at 2.81, CFI value at 0.92, SRMR value at 0.059, and RMSEA value at 0.078. These indices satisfy the criteria set by Hu and Bentler (1999), indicating a good fit between the theoretical model and the observed data.

Table 3 shows that push factors significantly and positively influence self-image congruence (β = 0.66), WOM (β = 0.55), and revisit intention (β = 0.32). Self-image congruity also significantly enhances WOM (β = 0.35) and revisit intention (β = 0.30), while WOM positively impacts revisit intention (β = 0.28). The model explains 44% of the variance in self-image congruity, 68% in WOM, and 66% in revisit intention (Fig. 2).

Table 3 Result of the SEM.
Fig. 2: Structural model with standardized path coefficients.

This figure shows the tested structural model with standardized regression weights, reflecting direct and indirect effects among variables. This figure illustrates the structural model with standardized path coefficients, examining the relationships between push factors, self-image congruity, revisit intention, and word-of-mouth. The push factors are measured through three dimensions: experience nature, escape, and joy. The arrows represent the hypothesized paths, and the numerical values indicate the standardized regression weights. The model shows that push factors significantly influence self-image congruity, revisit intention, and word-of-mouth, both directly and indirectly.

Multi-group structural equation modeling (SEM) and analysis results

Multi-group structural equation modeling (SEM) was employed to compare the regression paths between two variables based on socio-demographic and field-specific characteristics. Various studies have utilized this approach: Yada et al. (2018) to understand teachers’ attitudes and self-efficacy, Al-Swidi and Al Yahya (2017) to examine educational intention and work behavior differences by gender, and Babin et al. (2016), Huang and Ge (2019), Murray et al. (2017), and Aka and Buyukdag (2021) to analyze factors such as culture, household characteristics, store design, and marital status. In this study, multi-group SEM was applied to explore the effects of rafting experience (first-time vs. repeated) and gender (female vs. male model).

According to the multi-group SEM related to rafting experience, the model showed good fit indices with a chi-square/df value of 2.19, a CFI of 0.90, an RMSEA of 0.064, a GFI of 0.79, and an AGFI of 0.73. The comparative analysis between unconstrained and constrained models revealed a chi-square difference of 35.06 and a df difference of 25, indicating no significant variation between the effects of rafting experiences (p = 0.087). Consequently, the research model is applicable to both first-time and repeated rafters. The significance of each path’s rafting experience was further analyzed and is detailed in Table 4.

Table 4 Multi-group SEM results.

According to the multi-group structural equation modeling focused on gender, the model demonstrated good fit indices with a chi-square/df value of 2.17, a CFI of 0.90, an RMSEA of 0.063, a GFI of 0.79, and an AGFI of 0.73. This suggests that the multi-group SEM adequately represents the gender-based differences in the data. Comparative analysis between unconstrained and constrained models showed a chi-square difference of 24.83 and a df difference of 25, indicating no significant variance in gender effects (p = 0.472). Therefore, the research model is equally applicable to both female and male categories. Further analysis was conducted to determine if significant differences exist in local paths based on gender, with detailed results presented in Table 4.

Table 4 shows that push factors affect self-congruence differently for first-time versus repeated rafters. Rafting experience moderates how these factors influence self-image congruence, with a more pronounced effect on first-timers. While push factors significantly impact WOM for both groups, the effect is stronger for newcomers, but rafting experience doesn’t moderate this relationship. Similarly, push factors notably influence revisit intention for first-time rafters, but less so for experienced rafters, where experience doesn’t act as a moderator (Fig. 3).

Fig. 3: Multi-group comparison by visit frequency and gender.

This figure illustrates differences in structural paths across first-time and repeat visitors, as well as male and female participants, using varying line styles. This figure presents the multi-group analysis results based on visit frequency (first-time vs. repeated) and gender (female vs. male). The structural paths between push factors, self-image congruity, revisit intention, and word-of-mouth are illustrated with different line styles. Solid lines represent first-time visitors, dotted lines indicate repeat visitors, dash-dot lines show female participants, and dashed lines represent male participants. Path coefficients are shown along each arrow. The figure highlights how these variables interact differently across groups, revealing variations in motivational and behavioral responses based on experience and gender.

The influence of self-congruence on WOM is significant for both novice and seasoned rafters, more so for the latter. This suggests that rafters with prior experience, and with higher self-image congruity, are likelier to share their experiences. Self-congruence significantly affects intention to revisit among experienced rafters, but not for newcomers. However, rafting experience does not moderate these relationships in either case.

The impact of WOM on revisit intention was significant for first-time rafters but not for repeat rafters, with rafting experience not moderating this relationship. Table 4 shows variance differences between these groups. For first-timers, the explained variance is 51%, while only 26.9% for repeat rafters. For WOM, the variance is 70.5% for first-time users and 66.5% for repeat rafters. Regarding revisit intention, the variance is 65.3% for novices and slightly higher at 66.1% for experienced rafters.

The model showed no significant gender-based moderating effects, but coefficients highlight important relationship nuances. Both genders experience a positive, significant effect of push factors on self-image congruence, with males showing a higher coefficient. The impact of push factors on WOM is significant for both, yet stronger for males. Females, however, demonstrate a greater influence of push factors on revisit intention. The effects of self-congruence on WOM are similar across genders. Males exhibit a more substantial influence of self-image congruence on revisit intention. WOM’s impact on revisit intention is marginally higher in males. While gender doesn’t significantly moderate these paths, the data suggest males typically have higher values in consumer experiences involving adventure and risk-taking.

Self-congruence significantly influences WOM for both first-time and repeat rafters, more so for the latter. This suggests experienced rafters, likely with higher self-image congruity, are more prone to sharing their experiences. Self-congruence also impacts revisit intention significantly among experienced rafters, but less for novices. In both cases, rafting experience does not moderate these relationships.

The study shows gender differences in variance rates for self-image congruity, WOM, and revisit intention. Self-image congruity explains 49.3% of the variance in males and 38% in females. For WOM, the variance is 81.6% in males and 57.7% in females. Regarding revisit intention, males have a variance rate of 68.1% compared to 65.7% in females. These results imply that self-image congruence is more prominent in male first-time rafters, who also tend to discuss their adventurous experiences more, indicating higher communication about risk-taking and adventure among males.

Study 2

A multiple correspondence analysis examined relationships between push factors, self-image congruence, and demographics in adventure tourism for greater insight into consumer behavior dynamics.

Multiple correspondence analysis

Multiple Correspondence Analysis (MCA) is a robust multivariate technique used to examine relationships among nominal data. This method allows researchers to analyze data, interpret findings, and develop perceptual maps, facilitating a deeper understanding of the data structure (Hair et al., 2010; Hair et al., 2014). In this study, MCA was employed to analyze the relationships between individuals’ perceptions of push factors, self-image congruence, WOM, and revisit intentions, alongside demographic or social factors such as gender, nationality, rafting experience, and visiting status. The objective was to conduct in-depth research and derive meaningful inferences. The graphical representation from the Multiple Correspondence Analysis is provided in Fig. 4.

Fig. 4: Joint plot of category points from correspondence analysis.

This plot visualizes the associations between categorical variables, such as nationality, gender, experience, loyalty, and satisfaction. Spatial proximity indicates stronger relationships. This joint plot of category points illustrates the relationships among categorical variables based on their positions along two dimensions extracted through correspondence analysis. The plot visualizes associations between destination-related experiences (e.g., visit status, experiential satisfaction, loyalty), demographic variables (e.g., nationality, gender), and motivational/behavioral outcomes (e.g., push/pull factors, revisit intention, WOM). For example, high revisit intention, high congruity, and high WOM cluster on the right side of Dimension 1, while variables like low satisfaction and low loyalty appear on the left. The spatial proximity between categories indicates stronger associations.

According to the multiple correspondence analysis (MCA) results, repeat visitors to Köprülü Canyon are predominantly Turkish, male, and have prior visits to Antalya and rafting experience. These individuals are notably influenced by push and pull factors and demonstrate high self-image congruity, WOM, loyalty, and satisfaction, indicating a strong intention to revisit. Conversely, first-time visitors to Antalya and Köprülü Canyon are primarily Russian and female tourists, characterized by their pursuit of excitement, unique experiences, and experiential pleasure in adventure and risk-taking activities. Despite showing a high intention to revisit, the likelihood of Russian and female tourists returning is relatively low. This pattern suggests that while tourists enjoy adventure tourism as part of their sea, sun, and sand vacation, it is not the primary purpose of their visit. The findings imply that although tourists have significant rafting experiences and entertainment, they are more inclined to explore different geographical regions rather than revisit the same location. Consequently, it is expected that these tourists will likely choose alternative destinations for their next vacation.

Therefore, emphasizing promotions targeting first-time visitors in rafting or adventure tourism is anticipated to yield significant benefits. Consequently, catering to the preferences of Russian and female tourists with diverse adventure and risk-taking tourism options is projected to create a vital market segment. However, the analysis indicates that European tourists exhibit lower levels of self-image congruity, WOM, revisit intention, and satisfaction with push and pull factors related to rafting. As such, understanding the specific expectations of tourists from the European Union and offering varied tourism alternatives could become a significant source of revenue. Addressing these preferences may lead to enhanced tourist experiences and increased revisit rates.



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