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Chapter 16 of the book "Niche Tourism: Contemporary Issues, Trends & Cases" edited by Marina Novelli is presented. It examines how adventure tourism is perceived by the tourists and the operators supplying the services. It outlines the growth and development of adventure tourism as a niche market. It argues that the level of adventure expected in an adventure tourism product depends on the person's level of expectation and experience of the particular sport or type of activity chosen.