Author(s): Ahmad Nazrin Aris Anuar, Nurfarah Aryssa Mohd Fadzuri, Norajlin Jaini, Norajlin Jaini, Rabiatul Adawiyah Nasir
Adventure Tourism was a growing market internationally. However, the implementation and the lack of study concerning of ISO Adventure Tourism was shown the gap of knowledge in this field. Therefore, the aim of this study is identify the willingness of adventure tourism provider to implement the ISO Adventure Tourism. The study covers two objectives: i) to determine the readiness of adventure tourism provider to implement ISO Adventure Tourism, and ii) to evaluate the challenges for adventure tourism provider to implement ISO Adventure Tourism. The study used qualitative approach with five (5) adventure tourism providers are selected as respondents. The information collected was analysis using ATLAS.ti software. The findings show that the providers were agreed that they were ready to implement ISO Adventure Tourism, but the cost becomes a main challenge for them since they were only SMEs. In addition, the study shows that the respondents have similar views towards ISO certification which gives high value for the market and quality of services. The knowledge on ISO certifications would surely give significant benefits for the providers. Hence, the study has come out with recommendations for adventure tourism providers to overcome the challenges such as engage more with government or local authorities regarding ISO certifications.