Delivering Extraordinary Adventure Experiences During the “Chthulucene”: Circular Economy Challenges and Digital Solutions for the Environmentally Conscious Visitor

Adventure tourism offers unique experiences while presenting environmental concerns related to resource consumption and waste generation. Studies integrating circular economy (CE) principles in adventure tourism, particularly in South Africa, are limited. This research investigates the perspectives of managers and owners of adventure Small, Micro, and Medium Enterprises (SMMEs) on challenges hindering the implementation of a CE model and explores how digital technologies can be leveraged to overcome these challenges. The purpose is to gain a deeper understanding of the specific barriers faced by adventure companies in adopting CE principles. The study is rooted in an interpretivist epistemological stance. This study adopts qualitative methodology whereby netnographic tools were used for data collection through 12 online interviews with owners and managers in Mpumalanga. The results present the solutions provided by digital technologies towards advancing resource efficiency in a sustainable and resilient pathway in the adventure tourism industry. By focusing on the perspectives of stakeholders within adventure tourism SMMEs, this research provides valuable insights for a more sustainable and resource-efficient industry in South Africa. The Mpumalanga case study of successful CE implementation and investigation of the environmental impact reduction potential of CE practices in adventure tourism could be beneficial to practitioners and researchers.