"Adventure means different things to different people. For the past 5 or 10 years the tern 'adventure', and images of adventure activities, have been used worldwide to advertise holidays, equipment, clothing, lifestyles, property and more. Adventure may also mean different things to different tourists. What fills one person with fear fills another with boredom, and vice versa. Adventure tourism products, however, form a relatively well-defined and recognizable sector of the tourism industry. Adventure tours are retail-level commercial tour products which clients purchase specifically to take part in an outdoor activity which is more exciting than contemplative, and where the outdoor environment is enjoyed more as a setting for the activity than for its scenery, plants or animals. These definitions are not clear-cut, and in practice many tour products focus on nature and/or culture at the same time as adventure. This has been recognized through terms such as ACE, adventure-culture-ecotourism (Fennell, 1999, 2001) and NEAT, nature-eco-adventure-tourism (Buckley, 2000)."