Travel Reference
In-Depth Information
messages, communication tools and distribution channels is made. As businesses develop a
customer-centric approach so as to assist niche tourists (or those with a more critical form of
subjectivity that refuse any label) in becoming self-transformed, they are looking to penetrate
niches by understanding motivations and meeting customer needs so as to generate enough
profi t to make the effort worthwhile. A lack of detailed research or information reduces the
effectiveness of marketing campaigns, whilst better intelligence and an understanding of how
niche tourists are involved in the 'co-creation' of experience (Binkhorst
et al
. 2009) would allow
businesses to develop niche markets and engage in more effi cient marketing, contributing to
more rapid and evenly based growth.
Since niches are often discovered and cultivated as a market by small businesses owners, often
fronted by enthusiastic entrepreneurs, they may be able to identify underserved niches, emerging
niches and changing values without the benefi t of extensive market research. They are often
'closer' to their product consumers and they may also feel they 'know' their customers better, and
therefore they are better placed to gather the 'customer intelligence' needed to create emotional
relationships while innovating differentiated products and services. Lifestyle entrepreneurs (run
by specialists, hobbyists and enthusiasts) can use reputational or relational capital in their networks
and their own experiences to start up a business in a particular niche (Peters
et al
. 2009), but
increasingly use online-offl ine market surveys and data mining to identify potential niche market
segments and develop smarter niche-marketing campaigns to explore those niches which are
growing. A host of new and often free online tools have emerged to help businesses identify and
develop a niche business. Tools such as the Ice Rocket Trend tool (http://trend.icerocket.com/)
may, for example, indicate how popular a certain topic or niche is, while other tools may help to
investigate the online popularity of a given niche, subculture or interest group. Businesses are
also looking to destination marketing organizations (DMOs) and Central Statistics Offi ces to
conduct frequent and more detailed surveys of visitors and their requirements, as well as utilizing
national census data and ideas from customers themselves. Such tools, techniques and sources
can quickly identify niches driven to the surface because of environmental, political, social,
technological and economic changes (i.e. increased urbanization leading to a growth in niche
active tourism in the countryside). Large and established tourism institutions in contrast,
while armed with market research data, a better understanding of modern technology (i.e.
communications, analytical tools) and an inventory of exploitable natural, cultural and historical
resources at destinations, will need to tailor individual niche marketing plans to suit particular
markets and break with transactional relationships using disruptive marketing. A top-down
marketing and segmentation approach will lack the nuance and credibility of a customer-centric,
bottom-up approach.
Niche marketing campaigns
As a fragmented industry is recognized, businesses are moving away from mass marketing to
niche marketing or even micro marketing (tailoring products and marketing to suit the tastes of
specifi c individuals and geographic locations). A niche's establishment is often linked to a
business's, a 'niche marketing' philosophy. Techniques are required to communicate business
depth, values, and competencies to niche consumers, through credible claims, testimonials,
accreditation, motivational messages and consistent images, so as to cultivate respect and trust
while forging closer long term customer relationships. Rather than pursue the whole market
(or segments), businesses target niches using bottom-up 'down to earth', 'below the line',
'relationship', Dalgic (2006: 10) noting how 'niche marketers specialise in serving marketing
niches' through a bottom-up approach where the marketer starts from the needs of a few
