“Highlander Adventure of a Lifetime” Avantura u vremenu komodifikacije outdoor aktivnosti
“Highlander Adventure of a Lifetime”. Adventure in a Time of Commodification of Outdoor Activities

Summary/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.

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