A case study find, read and cite all the research you need on researchgate. In tourism, a niche is a specialised corner of the tourism market. Volume nine unwto global report on adventure tourism 11 0uyvk\jpvu v 1 klu\yl. A table in section 2 of the report shows which countries are currently offering which niche markets, whilst section 3. Although part of a positioning strategy, niche marketing may be used as a deliberate marketing strategy to create safe havens and business opportunities for many. Introduction to special interest tourismniche tourism.
Niche tourism usually leads to higher yields per visitor in terms of foreign exchange earnings and consumer spending, even though niche. Branding prince edward county as a gastronomic niche. Slow food began in the late 1980s as a response to the spread of fast food establishments and as a larger statement against globalization. The study estimated the total value of outbound adventure tourism worldwide. Effects on financial performance, cornell hospitality quarterly, 50 3, 36070 haventang, c.
Although part of a positioning strategy, niche marketing may be used as a deliberate marketing strategy to create safe havens and business opportunities for many companies. Critical to the creation and promotion of a durable destination brand is the identification of the brands values, the translation of those into a suitably emotionally appealing personality and the targeted and. The development of congress tourism requires the existence of highquality congress tourism offer that will meet the needs of the. It implies a more sophisticated set of practices that distinguish and differentiate tourists. Slow food began in the late 1980s as a response to the spread of fast food establishments and as a larger statement against globalization and the perceived deterioration of modern life. Benefits of niche tourism for local economic development dtisalga, 2010. It has a comprehensive theoretical framework, and discusses initiatives, policies and strategies adopted internationally. Ces working papers volume vii, issue 2a 648 niche tourism markets means of enhancing sustainable economic development in eus eastern periphery mara ursache abstract. Niche markets can be sizable for example, northern irelands golf and game of thrones tourism markets. The impact of tourism marketing mix elements on the. In a globalising world of increasing sameness, niche tourism represents diversity and ways of marking difference. Critical to the creation and promotion of a durable destination brand is the identification of the brands values, the translation of those into a suitably emotionally appealing personality and the targeted and efficient promotion of that.
N2 the long tail concept refers to the internetbased economy that has enabled company success through a focus on highly specialized services and products that are not in high volume demand, but maybe in highvalue demand. The future of niche tourism 17 space tourism small steps, giant leaps. Niche tourism generally has greater growth potential than mainstream tourism. Niche tourism examines one of the fastest growing areas within the tourism sector. Niche tourism is seen as a means of increasing the attractiveness and competitiveness of places. Mice tourism is a perfect way of combining business with pleasure.
Pdf on jan 1, 2010, babu p george and others published niche tourism marketing. Adventure tourism is the fastestgrowing global niche. Niche tourism 55 aims and objectives in this lesson students will. Niche tourism focuses on the consumer market segments interests and travel desires making the destination more attractive and marketable. Its a big file, if anyone wants the ppts please send me a message, i am happy to share. All of these niche markets are already available in many caribbean countries, although their level of product development and sophistication varies. Food has always been an important component of the tourist experience. Niche tourism can also be related to the place you are interesting in travelling to. Global geotourism an emerging form of sustainable tourism. The following chapter will introduce the reader into the relatively new and growing tourism niche film tourism by giving you an overview of the whole topic. May 24, 2014 one area of niche tourism surrounds social good, such a volunteer trip for the whole family where you get immersed in the local culture of a developing country.
Whilst ecotourism and biodiversity have been described in the academic literature for over thirty years, geotourism and its attendant concepts of geoheritage, geodiversity, geoconservation, and geotours, is relatively new. How can you manage tourism responsibly to minimise its environmental and social impact. This market has a significant economic scope, but little research exists regarding the actual effects that medical tourism has on a destination. To identify the characteristics and components of the jordanian tourism product to establish a competitive tourism product that can satisfy inbound tourists, with concentration on the identity of the jordanian tourist product. Therefore, niche tourism is seen to be a response to a growing number of more sophisticated tourists demanding specialist tourism products. With billions of dollars in annual sales, ecotourism is a real industry that seeks to take advantage of market trends. The mass markets of previous decades have splintered into smaller market segments or niches, in which companies could be safer from cut.
March 2014 129 niche and thematic strategic planning to increase international tourism bob lee, phd associate professor tourism, leisure and event planning school of human movement, sports and leisure studies. So it only makes sense that visitors are throwing out generic everything but the kitchen sink trips, and planning vacations that align. Congress tourism as a market niche of business tourism in. Geotourism is a new form of tourism based on the geological environment. The special interest and niche tourism tourism essay. Beaches, forest, hills and islands, historical place and. Tapping into niche market tourism break the ice media. Within europe, processes of economic convergence and divergence operate at various geographical scales, resulting in a very uneven geographical landscape. This paper aims to provide a quantitative and qualitative assessment of articles in major tourism journals in order to enhance our understanding of the tourism experience, with a special emphasis on the management issues associated with delivering these experiences to. Prospects for niche tourism development in south africa. Duval 18 virtual tourism a niche in cultural heritage 223 d. Niche tourism 1st edition marina novelli routledge book. That earlier baseline study utilized the same methodology as the atms, facilitating a crosscomparison.
Developing a niche tourism market database for the caribbean. The economic importance of niche markets for a tourist. The crisis of the tourism industry is a crisis of mass tourism poon 1993 in the past mass marketed package holidays where sold to the old tourists who where as poon describes homogenous however tourism has developed and broadened into ever changing markets over the years, recently the emerging markets of special interest and niche. Branding prince edward county as a gastronomic niche tourism destination. It has also been recognised that avitourism is an important part of the global growth in naturebased tourism. One area of niche tourism surrounds social good, such a volunteer trip for the whole family where you get immersed in the local culture of a developing country. Dark tourism, understood as the type of tourism that involves a visit to real or recreated places associated with death, suffering, misfortune, or the seemingly macabre, is not a new concept, even from a touristic point of view. Film tourism can be defined as a branch of cultural tourism zimmermann, 2003, p. There is one important thing to understand that niche does not exist, but is created by smart marketing techniques and identifying what the customer wants. Niche product development and rural tourism industrial heritage tourism at the big hole kimberley, south africa prof cm rogerson african journal for physical, health education, recreation and dance 19 niche product development and rural tourism from recreation to niche tourism. To provide more insight, this study classified and analyzed articles from the selected journals into various research agendas. International journal of tourism anthropology ijta.
Branding prince edward county as a gastronomic niche tourism. Tourists eat to survive, but they also consume to discover the place and the. Niche tourism also has more potential for growth and creates quality jobs that require specialized skills, rather than the low or semiskilled jobs associated with mass tourism. Aims to analyse the concept, basic issues and different methods of applying this marketing strategy. Niche market tourism uses programs to attract visitors focusing on a very specific market segment built around a welldefined product. A macro niche can be defined as a niche that has a larger. Its usually based on visitors particular interests or needs. Mar 14, 2016 the purpose of this paper is to contribute to the comprehension of the importance of accessible tourism for the specialized travel agencies by proposing suggestions and key factors to improve the supply of accessible tourism offers. Mice tourism presents unique opportunities for business development, be it an informal conversation with old partners and meetings with prospective investors, customers and suppliers. Introduction to special interest tourism niche tourism. By applying niche market strategies she can earn more foreign currency because bangladesh is blessed with four key tourism products. A macroniche can be defined as a niche that has a larger consumer interest segment such as rural to.
Slow tourism, food and cities pace and the search for the good life, 1st edition. Ecotourism is a growing niche market within the larger travel industry, with the potential of being an important sustainable development tool. Others have to do with particular activities, like eating chocolate or smoking certain substances. International journal of business, humanities and technology vol. Sep 08, 2017 niche market tourism uses programs to attract visitors focusing on a very specific market segment built around a welldefined product. Niche tourism contemporary issues trends and cases oxford. This paper provides a survey of the history, economic scope and traveler motivations associated with medical tourism. Mitchell 2006, gastronomy, food and wine tourism, in buhalis, d. This book provides an integrated picture of speciality niche tourism as a whole looking at both the macro and micro niche area. To identify the impact of tourism marketing mix elements on the satisfaction of inbound tourists. V\ypzt tourism is one of the most rapidly growing sectors in the world, and adventure. Niche tourism birdwatching and its impacts on the wellbeing of a remote island and its residentsrichard w. The transformation of birdwatching in south africa prof cm rogerson. Congress tourism is a highly lucrative segment of the tourist offer, which usually happens outside the tourist season.
Journal of gastronomy and tourism books and journals. But, bangladesh tourism is facing so many problems including marketing strategy. For example, different areas of niche tourism might need local guides and teachers who specialize in aspects of local. When the final article is assigned to volumesissues of the publication, the article in press version will be removed and the final version will appear in the associated published volumesissues of the publication. Iv,issue11,january 20103 marketing strategies for tourism industry in bangladesh. This book provides an integrated picture of specialityniche tourism as a whole looking at both the macro and micro niche area. Jones 2006, using local food and drink to differentiate tourism destinations through a sense of place, journal of culinary science and technology, 4 4, 6986 hyun. This report presents detailed profiles of 20 niche tourism markets. Niche tourism helps to diversify the tourism economy by creating new markets. Citescore values are based on citation counts in a given year e. Get a custom version of the niche tourism trend report trend hunters unique niche tourism trend report sheds light on the most specific travel and tourism destinations that cater to the highly precise interests of travelers. T2 new geographies for marketing niche tourism products.
Weve said it before, tourists are looking for experiences. Allow time for students to discuss ideas with a partner before you go through answers with the class. The essence of tourism is the development and delivery of travel and visitation experiences. Journal of gastronomy and tourism is a multidisciplinary journal inviting research contributions that imaginatively and comprehensively investigate dimensions of food and eating in relation to travel and tourism. Managing tourism in south africa 2e equips students as well as practitioners with a combination of industryspecific knowledge and general managerial skills needed to. How has tourism evolved over the years in south africa.
Niche marketing is defined as channeling all marketing efforts towards one welldefined segment of the population. Niche product development and rural tourism an historical overview of the. The development of congress tourism requires the existence of highquality congress tourism offer that will meet the needs of the participants and organizers of the conference. Journal of gastronomy and tourism is a multidisciplinary journal inviting research contributions that imaginatively and comprehensively investigate dimensions of food and eating in relation to travel and tourism food has always been an important component of the tourist experience. These results highlight the great importance of this niche market to the bahamian economy. An online platform is available to enable the submission and publication of scientific materials to young researchers, phd. Tell students they are going to listen to a talk about niche tourism, noting how it differs to mass tourism. Increasingly, gastronomy is playing a role in peoples motivation for travel, and destinations are making food and beverages their main attraction. A read is counted each time someone views a publication summary such as the title, abstract, and list of authors, clicks on a figure, or views or downloads the fulltext. Measuring the quality of ecotourism services sage journals. N2 the long tail concept refers to the internetbased economy that has enabled company success through a focus on highly specialized services and products that are not in high volume demand, but maybe in high. While the word niche may suggest that the market is small in size, this is not always the case. Special interest tourism niche tourism is defined as the provision of customised leisure and recreational experience, experiences driven by the specific expressed interests of individuals.
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