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Abstract
Adventure tourism is a growing sector in tourism marketing that deal with outdoor activities centered on the natural terrain of the destinations. Among the wide variety of adventure tourism activities white water rafting, trekking and scuba diving are popular among tourists. The purpose of the study is to understand how travel decision maker (DM) and non-decision makers (N-DM) are motivated to travel and how they develop destination loyalty in adventure tourism. Destination marketers should understand that the key to useful destination marketing is to develop destination loyalty among non-decision makers. Destination loyalty in general refers to the idea that tourists form positive attitude towards a destination that leads to repeated visitation and positive word of mouth.