Book chapter 392 views
Fragmenting tourism: niche tourists
Michael O'Regan
The Routledge Handbook of Tourism Marketing
Swansea University Author: Michael O'Regan
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DOI (Published version): 10.4324/9781315858265.ch20
Abstract
Tourism, a global socio-economic phenomenon, is freely used as a broad generic term that covers a broad continuum of tourism and other travel related mobilities, comprising tourist and visitor activities and experiences serviced by a travel and tourism industry as well as host destinations. While al...
| Published in: | The Routledge Handbook of Tourism Marketing |
|---|---|
| ISBN: | 9781315858265 |
| Published: |
London
Routledge
2013
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| URI: | https://cronfa.swan.ac.uk/Record/cronfa58353 |
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<?xml version="1.0"?><rfc1807><datestamp>2021-11-11T10:12:11.4486682</datestamp><bib-version>v2</bib-version><id>58353</id><entry>2021-10-15</entry><title>Fragmenting tourism: niche tourists</title><swanseaauthors><author><sid>ce5e23172db8bfd553f65c1703d878d9</sid><firstname>Michael</firstname><surname>O'Regan</surname><name>Michael O'Regan</name><active>true</active><ethesisStudent>false</ethesisStudent></author></swanseaauthors><date>2021-10-15</date><abstract>Tourism, a global socio-economic phenomenon, is freely used as a broad generic term that covers a broad continuum of tourism and other travel related mobilities, comprising tourist and visitor activities and experiences serviced by a travel and tourism industry as well as host destinations. While always acknowledged as a fragmented industry, increased global tourist arrivals and international tourism expenditure has seen many large commercial and public sector organizations address Western-centric societies through mass undifferentiated marketing; targeting entire marketplaces such as specific countries or regions with ‘one size fits all’ holidays. Broad-brush marketing often announced the existence of a destination or a packaged tourism product and how they are to be performed, often presenting potential tourists with certain kinds of limited knowledge about tourism spaces, peoples and pasts; a process that often did not distribute the benefits of tourism to a large cross section of those societies. Such marketing approaches can create a cluttered, untargeted environment in which tourists become part of indiscernible ‘mass markets’, which may overlook other ‘niche markets’ and ensure that many legitimate businesses fail to meet customer needs in the provision of tourist products and services. While other industries have seen a paradigm shift from ‘mass markets’ to ‘mass niches’, reflecting fragmenting industries and niche consumption, this chapter investigates if a paradigm shift or nudge has occurred within tourism. By focusing on changing supply and demand issues, this chapter asks whether tourism marketing has adapted to more demanding specific interests, when such interests coalesce into coherent niche tourism markets determined to be treated as ‘special’.</abstract><type>Book chapter</type><journal>The Routledge Handbook of Tourism Marketing</journal><volume/><journalNumber/><paginationStart/><paginationEnd/><publisher>Routledge</publisher><placeOfPublication>London</placeOfPublication><isbnPrint/><isbnElectronic>9781315858265</isbnElectronic><issnPrint/><issnElectronic/><keywords/><publishedDay>24</publishedDay><publishedMonth>12</publishedMonth><publishedYear>2013</publishedYear><publishedDate>2013-12-24</publishedDate><doi>10.4324/9781315858265.ch20</doi><url/><notes>Book edited by Scott McCabe</notes><college>COLLEGE NANME</college><CollegeCode>COLLEGE CODE</CollegeCode><institution>Swansea University</institution><apcterm/><lastEdited>2021-11-11T10:12:11.4486682</lastEdited><Created>2021-10-15T09:31:35.2784294</Created><path><level id="1">Faculty of Humanities and Social Sciences</level><level id="2">School of Management - Business Management</level></path><authors><author><firstname>Michael</firstname><surname>O'Regan</surname><order>1</order></author></authors><documents/><OutputDurs/></rfc1807> |
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2021-11-11T10:12:11.4486682 v2 58353 2021-10-15 Fragmenting tourism: niche tourists ce5e23172db8bfd553f65c1703d878d9 Michael O'Regan Michael O'Regan true false 2021-10-15 Tourism, a global socio-economic phenomenon, is freely used as a broad generic term that covers a broad continuum of tourism and other travel related mobilities, comprising tourist and visitor activities and experiences serviced by a travel and tourism industry as well as host destinations. While always acknowledged as a fragmented industry, increased global tourist arrivals and international tourism expenditure has seen many large commercial and public sector organizations address Western-centric societies through mass undifferentiated marketing; targeting entire marketplaces such as specific countries or regions with ‘one size fits all’ holidays. Broad-brush marketing often announced the existence of a destination or a packaged tourism product and how they are to be performed, often presenting potential tourists with certain kinds of limited knowledge about tourism spaces, peoples and pasts; a process that often did not distribute the benefits of tourism to a large cross section of those societies. Such marketing approaches can create a cluttered, untargeted environment in which tourists become part of indiscernible ‘mass markets’, which may overlook other ‘niche markets’ and ensure that many legitimate businesses fail to meet customer needs in the provision of tourist products and services. While other industries have seen a paradigm shift from ‘mass markets’ to ‘mass niches’, reflecting fragmenting industries and niche consumption, this chapter investigates if a paradigm shift or nudge has occurred within tourism. By focusing on changing supply and demand issues, this chapter asks whether tourism marketing has adapted to more demanding specific interests, when such interests coalesce into coherent niche tourism markets determined to be treated as ‘special’. Book chapter The Routledge Handbook of Tourism Marketing Routledge London 9781315858265 24 12 2013 2013-12-24 10.4324/9781315858265.ch20 Book edited by Scott McCabe COLLEGE NANME COLLEGE CODE Swansea University 2021-11-11T10:12:11.4486682 2021-10-15T09:31:35.2784294 Faculty of Humanities and Social Sciences School of Management - Business Management Michael O'Regan 1 |
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Fragmenting tourism: niche tourists |
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Fragmenting tourism: niche tourists Michael O'Regan |
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Fragmenting tourism: niche tourists |
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The Routledge Handbook of Tourism Marketing |
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Routledge |
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Tourism, a global socio-economic phenomenon, is freely used as a broad generic term that covers a broad continuum of tourism and other travel related mobilities, comprising tourist and visitor activities and experiences serviced by a travel and tourism industry as well as host destinations. While always acknowledged as a fragmented industry, increased global tourist arrivals and international tourism expenditure has seen many large commercial and public sector organizations address Western-centric societies through mass undifferentiated marketing; targeting entire marketplaces such as specific countries or regions with ‘one size fits all’ holidays. Broad-brush marketing often announced the existence of a destination or a packaged tourism product and how they are to be performed, often presenting potential tourists with certain kinds of limited knowledge about tourism spaces, peoples and pasts; a process that often did not distribute the benefits of tourism to a large cross section of those societies. Such marketing approaches can create a cluttered, untargeted environment in which tourists become part of indiscernible ‘mass markets’, which may overlook other ‘niche markets’ and ensure that many legitimate businesses fail to meet customer needs in the provision of tourist products and services. While other industries have seen a paradigm shift from ‘mass markets’ to ‘mass niches’, reflecting fragmenting industries and niche consumption, this chapter investigates if a paradigm shift or nudge has occurred within tourism. By focusing on changing supply and demand issues, this chapter asks whether tourism marketing has adapted to more demanding specific interests, when such interests coalesce into coherent niche tourism markets determined to be treated as ‘special’. |
| published_date |
2013-12-24T04:14:49Z |
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1763753998979956736 |
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11.012678 |