Travel Reference
In-Depth Information
into the wider tourism economy and helped extend consumer choice, and thereby create a
global consumer marketplace that is a major driver in tourism growth.
Business success depends on gathering and analyzing information so as to sense and respond
to rapidly changing customer interests and deliver the right niche product, at the right time, at
the right price, for the right customer; customer intelligence is required to identify, evaluate and
meet the needs of 'niche' markets whose similarity of ideas, taste, lifestyle have led to similar
consumption patterns. Products, services, events and destinations offered to niches through niche
marketing must offer differentiation and specialization, and the means to support the staging and
transformation of the self. Where individuals mobilize themselves to refl exively align with the
value or fundamental truths associated with a niche product, an immersive performance can
potentially provide power, taste, uniqueness and feelings of 'being someone'. The chapter sought
to look at some of the complexities when seeking to identify and meet niche market needs as
well as pursue a niche marketing strategy. While as a term, 'niche tourism' remains contestable
(vis-à-vis other terms such as special interest tourism), market fragmentation, differentiation and
specialization will continue to remain important features of tourism.
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