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Research ArticleOpen accessIn the keywordsTreks'n Rapids: Identifying Motivational Factors for Adventure SportsKshitij Saxena, A.K. DeyProblem statement: Treks’n Rapids, a leading adventure sports and human resource enrichment company in India, wanted to identify main motivational factors of attraction towards adventure sports among youths of National Capital Region. Objective was to improve the effectiveness of integrated marketing communications strategy. Adventure sports are categorized into four classes: (1) mountain sports; (2) extreme sports like bungee jumping and … …American Journal of Economics and Business Administration, Vol. 2, Issue 2 · 30 Jun 2010 · 7,676 accessesView PDFCite