Being an adventurer in an mmorpg is not just about killing monsters but also exploring and discovering the unknown. Thus there should be bonuses or rewards for those players that wish to explore. I've played a lot of mmo's and met people that enjoy pvp, some enjoy pve, some enjoy rp, but I've also met those that just want to walk around and look at the beautiful design of these worlds. These players are not rewarded in anyway in most of this mmo's. One thing I've thought about was maybe a cartography profession, players selling maps to others maybe, locations of bosses, etc. Treasures, archeology? Creation of trap zones, where players get trapped and hordes of monsters attack them. These explores could be able to identify them and warn other players of them.