journal article
Year of publication: 2025
Authors:Eilzer, Christian, Harms, Tim, Weis, Rebekka
01.01.2022-15.04.2025
Hiking is “in” and has undergone a positive image transformation—this has been the prevailing view, particularly since the early 2000s. A number of reasons are cited for the shift toward a “positive, modern image” (BMWI 2010, Basic Study on the Hiking Leisure and Vacation Market, p. 32) of hiking, a number of reasons are cited, such as a greater appreciation for nature and a health- and exercise-oriented lifestyle, new products from the outdoor equipment industry, the participation of younger and more active target groups, the integration of hiking with other vacation motivations and activities, and greater commitment from stakeholders in hiking tourism.
But what is the image of the hiker today? How do Germans view hikers, and what characteristics are attributed to them? And how appealing are terms such as “hiker,” “walker,” or “mountaineer”? The German Institute for Tourism Research explored these and other questions in a representative study covering all of Germany. Norstat Deutschland GmbH surveyed 2,056 people for this study between November 11, 2022, and December 2, 2022.
The objective of the study on the image of hikers was to examine the German public’s perceptions of hikers—or people who travel on foot—in terms of likability, image attributes, and associations. The study addressed questions such as: What is the image of hikers today? How do Germans view hikers? What characteristics are attributed to them? And how appealing are terms such as “hiker,” “walker,” or “mountaineer”? Furthermore, the study surveyed perceived nuisances caused by hikers and determined whether people who engage in hiking describe themselves as hikers.
To date, there has been no comprehensive research on the image of hikers in Germany. This study thus fills a gap in the research. The results show that the image of the hiker in Germany is generally positive; however, attributes such as “young” or “modern”—which are often used in media reports—are not reflected in the image held by Germans to the extent portrayed. Even though a shift in the perception of hikers cannot be empirically substantiated due to a lack of comparative data, the results support the assumption of a widely reported shift in image within the hiking sector. Furthermore, the results provide valuable insights, particularly with regard to how to address visitors and the expected target groups at specific destinations.