Attracting backpackers may therefore be seen as an important step in a long-term marketing policy for certain destinations

Defining backpackers

The term ‘backpacker’ has entered the global jargon in non-English as well as in English-speaking countries. Progressively it has been replacing the established though linguistically specific designations ‘routards’ (in France and in French speaking countries) or ‘mochileros’ (in Spain and in Spanish speaking countries). Some estimates suggest that ‘backpackers’ now account for 10% of all European tourism. From a marketing perspective the significant overlap with youth tourism limits the value of such prescriptive age limits.

Defining the term ‘backpacker’ is no easier than defining the term youth tourism. Many backpacking studies derive their chosen definition from an Australian study conducted by Philip Pearce in 1990. This study characterised backpackers as having:

• a preference for budget accommodation
• an emphasis on meeting other travellers
• an independently organised and flexible travel schedule
• longer rather than very brief holidays
• an emphasis on informal and participatory holiday activities.

Since the criteria are fairly vague, this definition has proved hard to operationalise even though Pearce’s work is widely cited. What precisely constitutes a “longer” holiday and what precisely is meant by ‘informal’ holiday activities? For reasons of practicality most studies of backpacking have focussed on the type of accommodation used. According to this rationale, those using backpacker hostels or other budget accommodation are classified as backpackers, whether or not they identify themselves with the label. In defining the term backpacking, age is not usually considered to be an important factor nor is carrying a rucksack or backpack. Backpacking has evolved from its origins as a marginal travel activity practised by loners in places ‘off the beaten track’ into a defined sector of the mass tourism industry. Many of the ‘original’ backpackers who were active travellers in the 1960s and 1970s have continued to backpack as they have grown older, thereby extending the age range of backpackers into the 60+ bracket. This development has posed a challenge to the previously prevailing orthodoxy that backpacking and youth tourism are synonymous. Nevertheless the overwhelming majority of backpackers may still be classified as youth tourists.

One way of overcoming the definitional problem is to use the expression ‘free independent travellers’ to describe young tourists. This apparently inclusive approach however excludes those who opt to travel in groups and/or on package tours. Package tours specifically targeted at a youth audience (e.g. those aged 18–30) remain prominent in many European markets and it is important that this group of travellers is not overlooked.

It is also important to recognise that increasingly backpackers are tech-powered. ‘Backpacking in style’ or ‘flashpacking is growing. A smartphone, tablet or laptop PC, and extra travel budget for spending in Internet cafes is a trend in Asia Pacific backpacking (Travel & Tourism Analyst, November 2011).

Refer now to a more recent journal article by Pearce that adv