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authored and are those where there is a clear contribution to the research area. This is reflected in the number of citations they have received in academic debate, which is discussed in Chapter 4. Much of my research has been collaborative in nature, due to the opportunities and benefits that have arisen, successfully establishing research across different methods, perspectives and continents. The remainder of this chapter identifies the aim and objectives of the research in the context of the discipline of niche tourism and destination development. The research philosophy is introduced and an overview of the submission presented. These areas are critically explored in detail in subsequent chapters. 1.2 The Role of Niche Tourism Products in Destination Development Novelli (2005) discusses how the term ‘Niche Tourism’ is largely borrowed from the term ‘Niche Marketing’ which refers to how a specific product can be tailored to meet the needs of a particular audience or market segment. This is then extended into the idea of ‘niche tourism products’ and ‘niche tourism markets’. She further describes how at one level niche tourism can be defined as breaking down tourism into still relatively large homogeneous market sectors – ‘macro niches’ i.e. cultural tourism and event tourism – each then capable of further segmentation – ‘micro niches’ i.e. wine (cultural) tourism and sport (event) tourism. In addition to the focus on tourist activities and what tourists engage with at a destination there is also a dimension by which locations with specific niche products are able to establish and position themselves as niche destinations. Godfrey and Clarke (2000) discuss how destination development often begins with new ideas and initiatives; it is as much to do with attractions and services as it is
about marketing and promotion. Thus, the development of specific tailored products at a destination level is seen to be a way of attracting high-end, high-yield tourists through an extremely personalised ‘niche’ service i.e. wellness holidays. Of interest to the research presented here, the example that Novelli (2005) uses is that of a wine growing region using the niche product ‘wine’ to position itself as a niche destination. Offering wine related tourism activities acts as a pull and increases tourist visitation to the region. Direct expenditure on a range of tourism and related businesses, therefore, translates to a boost in economic fortunes, which explains why so many wine regions develop wine tourism products and host wine festivals and events. Niche tourism is, therefore, seen to be a response to an increasing number of more sophisticated tourists demanding specialist tourism products. It is a means by which destinations can focus their offerings to differentiate their tourism products and compete in an increasingly competitive and cluttered tourism environment (Sharpley and Telfer, 2002). This critical appraisal presents an exploration of various forms of niche tourism i.e. wine, student, festivals and events and yoga/wellness. How destinations develop themselves to create unique products and images, which appeal to the tourism market, is a critical component of the research. It is this product-led approach, shaped by a more discerning and experience seeking tourist consumer, which will provide the context for the publications presented and examined further in this critical appraisal. 1.3 Overview of the Publications The work that has been chosen for this PhD submission reflects the author’s contribution to The Role of Niche Tourism Products in Destination Development. As standalone areas of research, there is considerable literature in the areas of wine tourism and festival and event management. The main focus and contribution of this body of work, however, is an examination of how these tourism
Page 1 and 2: THE ROLE OF NICHE TOURISM PRODUCTS
Page 3 and 4: Table of Contents Page No. Table of
Page 5: Chapter 4 Contribution to Knowledge
Page 9 and 10: List of Figures Title Page No. Figu
Page 11 and 12: destinations face along the niche t
Page 13: 1.1 Introduction Chapter 1 Introduc
Page 17 and 18: Evidence of empirical research exam
Page 19 and 20: Strategic research development and
Page 21 and 22: and events, students and yoga, are
Page 23 and 24: issues of this topic and providing
Page 25 and 26: ENVIRONMENTAL MACRO/ESTABLISHED NIC
Page 27 and 28: ignored or neglected by others’ (
Page 29 and 30: Toften and Hammervoll’s research
Page 31 and 32: 2002; Stronge, 2000). Morgan and Pr
Page 33 and 34: ‘The economics of the new tourism
Page 35 and 36: particular attention in describing
Page 37 and 38: Adapted from Butler (1980) and Truf
Page 39 and 40: Beaver’s (2002) tourism dictionar
Page 41 and 42: In some destinations, wine tourism
Page 43 and 44: wine region. Both push (internal de
Page 45 and 46: When discussing the nexus between w
Page 47 and 48: 2.4 Contribution of Festivals and E
Page 49 and 50: increased tourism numbers and inwar
Page 51 and 52: urden to the tax payer (Jones and W
Page 53 and 54: deep cultural meaning of an ‘aest
Page 55 and 56: Many authors highlight the experien
Page 57 and 58: Destination image research has been
Page 59 and 60: Morgan et al. comment how ‘a hand
Page 61 and 62: single minority group in the US ign
Page 63 and 64: 3.1 Introduction Chapter 3 Research
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author, the researchers dipped in a
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Pragmatism is a fairly recent philo
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Industry Performance Development SE
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of the enquiry to attempt to unders
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3.4.1 Primary Research - Consumer a
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esearch questions commenting on the
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Three papers are presented that are
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differences in two of the demograph
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appraisal. This is reiterated by Ja
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destination planning and developmen
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niche tourist profiling; and desti
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Paper 11 Pragmatism Mixed Methods T
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Another clear result of this resear
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Niche Tourism Profiling Papers 1, 3
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categories there is a clear indicat
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Destination Development through Nic
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yoga tourism operators indicates ho
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the role a wine festival has in pro
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5.1 Introduction and Contribution t
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One of the key limitations of this
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pragmatic approach. I consider this
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Researching demand led niche touris
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References Agarwal, S., (1994). The
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Bartram, S. A., (2001). Serious lei
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Bryman, A. and Burgess, R., (1994).
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Carlsen, J., and Taylor, A., (2003)
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Cooper, C., (1990). Resorts in Decl
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Dibb, S., and Simkin, L., (1994). I
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Echtner, C., and Ritchie, B., (1993
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Frew, E., and Ali-Knight. J., (2009
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Goodson, L., and Phillimore, J., (2
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Hall, C.M., Johnson, G. R., and Mit
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Hovinen, G., (1981). A Tourist Cycl
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Jennings, G., (2001). Tourism Resea
Page 133 and 134:
Kotler, P., (2003). Marketing Manag
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MacKay, K.J., Andereck, K.L, and Vo
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Novelli, M., (2005). Niche Tourism:
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Pine II, J. B., and Gilmore, J. H.,
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Ritchie, B., (1984). Assessing the
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Russo, P.A., (2006). A Re-Foundatio
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Stebbins, R. A., (1982). Serious le
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Tribe, J., (2004). Knowing about to
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Weizenegger, S., (2006). The TALC a
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Appendix 1 Research and Publication
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Extraordinary Experiences and Exten
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Barron, P., Ali-Knight, J., & Steph
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28th June - 1st July 2000 The Sixth
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Robertson, M, Ali-Knight, J & Anast
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6. Ensor, J, Robertson, M, & Ali-Kn
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Appendix 3: Key Authors in the Fiel
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Paper 8 Frew, E. and Ali-Knight. J.
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