Study on the image of hikers: 71% of Germans find hikers likeable

Since the early 2000s, hiking has been considered ‘in’ and is described as an activity with a positive, modern image. But is this still true today and what concrete image do Germans actually have of hikers? What characteristics are ascribed to hikers and how likeable are terms such as hiker, walker or mountaineer to Germans? The German Institute for Tourism Research examined these questions in a representative study of 2,056 people across Germany. Nature, certain items of equipment and aspects relating to health are the aspects that are particularly associated with German hikers. Specifically, thoughts about nature, mountains and forests are the top three most common associations that Germans associate with hikers. There are also associations with equipment such as hiking boots and hiking poles as well as motifs and personality traits of hikers – in addition, ‘fresh air’, ‘doing something for your health / good for body and soul’ and ‘physical activity’ are connotations of health among the top 10 individual mentions. But how appealing is the term ‘hiker’ to Germans? This depends on the age group of the respondents. Of the 18 terms asked about people who move on foot, 71% of all respondents rated the term hiker as very likeable or likeable and therefore the most likeable of all the terms asked about. This is followed by the terms walker (68%) and mountaineer (53%), while the terms geocacher, trekker and pilgrim are seen as the least likeable. The 18-24 age group, however, find terms such as backpacker, mountaineer, geocacher and climber more likeable, while people aged 65-74 are less likeable than the average. Hikers are attributed image attributes such as being close to nature, natural, sporty, curious, decelerated and respectful. In addition, hikers are seen as more individual travelers and less tech-savvy. However, when people who do not hike themselves are surveyed, the assessment changes significantly. Here, attributes such as boring, adventure-avoiding, culturally uninterested, traditional and unsustainable are attributed more strongly to hikers. Where do respondents think they are most likely to encounter hikers? Germans assume that hikers are very often and frequently out and about in low mountain ranges (75%), followed by protected areas such as national parks (62%) and high mountains (60%). 16% estimate that hikers are very often and frequently out and about on their own doorstep and thus in the vicinity of the respondents, and 14% believe that hikers are very often and frequently out and about in cities. It is interesting that such high relevance is attributed to the high mountains. A survey conducted by the German Institute for Tourism Research on the German hiking market in 2020, for example, shows that only around 33% of hikers like or enjoy hiking in the high mountains, while almost 65% do so on the coasts, almost 55% in the low mountain ranges and almost 49% like or enjoy hiking in the lowlands. 75% of respondents stated that they hike at least sometimes.

17% hike very often (at least 10 times/year), 20% often (5-9 times/year) and 39% sometimes (1-4 times/year). Of these active hikers, however, only 28% describe themselves as hikers. The majority of those who describe themselves as hikers are those who hike very often or often. Of those who do not describe themselves as hikers, 64% only hike sometimes, but 13% also hike very often. The main reasons given for not describing themselves as hikers are the low frequency of hiking, the length of the routes and the irregularity of hiking. 16% of respondents stated that they saw themselves more as walkers. Overall, the study shows that the term ‘hiker’ has positive connotations, both in terms of the likeability of the term ‘hiker’ and with regard to the assigned image attributes. The modern image that already had a positive connotation in the study ‘Grundlagenuntersuchung Freizeit- und Urlaubsmarkt Wandern’ (BMWI 2010, p. 32) can therefore also be confirmed in 2023. However, the study is unable to assess whether a change in image has taken place, as the lack of empirical data from the past means that no comparisons can be made and therefore no changes can be identified. However, there is much to suggest that the reasons often cited for a change in the image of hiking, such as a higher value placed on nature and a health and exercise-oriented lifestyle, new products from the equipment industry, the participation of younger and more active target groups, the merging of hiking with other vacation motives and activities or a stronger commitment from those involved in hiking tourism have had a positive effect on the assessment of hiking. Results of the study on the image of hikers