Travel Reference
In-Depth Information
enterprises and grass roots organizations which, if in physical closeness to niche products, may be
in the best position to extend tailored offerings within existing niches. In contrast to mass
tourism, businesses need to be fl exible and nimble as they develop new products, a bottom-up
approach driven by knowledge of the niche's aggregate individual needs (Shani and Chalasani
1992). While not all common 'special interests' groups will become niche markets that can be
selected and grouped and made profi table, regulated or managed, specifi c, innovative and even
radical tourism products may be profi tably developed for many. While many of these so-called
consumers would fail to recognize themselves as niche tourists or as 'belonging' to markets,
smaller fi rms, rather than being driven to control all aspects of a tourist experience can forge
customer-centric relationships that fulfi ll the needs of small groups of customers by innovating
to their niche demands and interests.
Given the increased recognition, many trans-border special interest groups, subcultures, and
others with similar affiliations, ideas, taste and lifestyle, businesses and destinations may develop
products for emerging niches that have yet to take hold. They may initiate and provide new
tourist products and customized experiences before a market exists for them so as to promote
belief in a niche before it materializes for participants who have money to spend. Businesses that
identify a niche before others and develop it by concentrated marketing can create a base of
'early majority' customers, and may hope to build authority and dominance over a niche market.
Such an approach, however specialized, supports and grows diversity of choice, since each
innovation is according to a diverse idea, taste, lifestyle, preferences and niche interest, with many
willing to pay premium prices to have their demands, needs and interests met. This has led to
niche tourists being characterized as wealthier, better-educated and more desirable consumers
(Robinson and Novelli 2005) because rather than consume a narrow range of high volume, low
value, largely standardized products, niche tourist consumption is primarily motivated by very
specifi c activities, peoples, places, events or pasts. However, such conclusions can only be drawn
from particular demand segments and the particularities of a supply system in particular locations
and times (Trauer 2006).
Classifying niche tourists and tourism
While Robinson and Novelli (2005: 5) argue that there are 'no formal rules for what can, or
what cannot, be referred to as niche tourism and there exists considerable variation under
this broad term', they do make a division between niche tourism and mass tourism activities,
a split, that may be seen as arbitrary, since many of the niches mentioned by the authors may
have already gone on to become mass markets. They do make a division between macro-
niches and micro-niches, and thereby create sub-divisions. A macro-niche is characterized
as a relatively large market sector (i.e. cultural tourism, sport tourism, etc.), with each capable
of been broken down as micro-niche activities and practices of a particular parent group
(i.e. cultural tourism may include genealogical tourism and faith tourism as micro-niches).
Marson (2011) goes on to argue that as this micro-niche tourism grows, it begins to fragment
into smaller products and markets (i.e. faith tourism fragments into pilgrimage). Micro-niches
are often in danger of being objectifi ed, reduced to economic value; Robinson's and Novelli's
(2005) model categorization of niche tourism forming a common-sense meaning spectrum
does allow for continued innovation, diversity and research. The authors also argue that niche
tourism can be related to one of three approaches. They are a 'geographical or demographic
approach' wherein 'place' plays a key role in tourism consumption (i.e. wine growing areas and
their related activities in wine tourism), a 'product related approach' when the presence of
activities, attractions, settlements, food and other amenities is emphasized, and a 'customer related
Search WWH ::




Custom Search