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than a sporting event - a regional cultural celebration integrating local residents, and placing Abu Dhabi on the international events circuit (Vorano, 2009). In other contexts, however, festivals merely form a part of, and are used to support the overall cultural and tourist offer of the destination. Tourists may indeed ‘stumble upon’ festivals and events as part of their total tourism experience and exploration (Picard and Robinson, 2006). There have been few studies however on this policy dimension of event tourism. Hall and Rusher state that ‘there still remains relatively little analysis of the political context of events and the means by which events come to be developed and hosted within communities’ (Hall and Rusher, 2004, p.229). In terms of events acting as ‘animators’ this relates to how special events can make a place come alive through the use of sensory stimuli and the creation of an appealing atmosphere (Getz, 2007). Consequently, events are designed to help extend the life cycle of the product through the encouragement of repeat visitation. Essex and Chalkey argue that major events provide an urban spectacle enabling cities to ‘express their personality, enhance their status and advertise their position on a global stage’ (Essex and Chalkey, 1998, p.188.). The concept of ‘destination personality’ has also emerged where identified human personality traits can be attributed to a destination (Tyler and Guerrier, 1998). This can be clearly seen in the analysis of the New Zealand destination brand – ‘Pure New Zealand’, which was hugely successful in linking the brand to the pure, natural strengths of the country. They recognised the need to deliver a clear, consistent brand across all markets emphasising what is unique to New Zealand and the emotional benefits of the destination (Morgan et al., 2002). Reid (2006) exploring the impacts of Edinburgh’s hosting of the 2003 MTV Europe Music Awards examines the politics of city imaging around an event. He also cites Edinburgh as an example of a city aiming to, through public-private sector partnership, deliver high profile events that transform the city into a spectacular product. Postmodern theory has been used to describe how cities have moved from being centres of production to centres of consumption (Reid, 2006). Bourdieu’s (1984) symbolic capital is revisited as the destination aspires to produce economic capital through
increased tourism numbers and inward investment. While there was a direct economic benefit to Edinburgh, a £4 million increase in occupancy levels, through hosting the MTV event it was the indirect benefits that were most prominent. Edinburgh was given the opportunity to reposition itself as a city, reaching to a different, more contemporary niche market and creating a more youthful and dynamic city economy. Edinburgh and Lothian’s Tourist Board officials believed that this would have taken another five years to achieve through traditional marketing routes and is therefore a clear example of the symbiotic role of events in changing perceptions of cities (McCarthy, 2005). Festivals and events have long been considered tools that can differentiate a place and much work has been written to substantiate this (Getz, 1991; Hall, 1992; Janiskee and Drews, 1998) and as Beeton (2005) suggests, act as a key differentiator and give ‘life’ to non- descript sites. Place or destination marketing therefore provides a key framework to evaluate event tourism. Higham (1999) in his work on small scale sport event tourism in New Zealand discusses how events can help to provide marketing opportunities, minimise seasonality and fuel economic development for small destination regions. Research on the Super 12 Rugby Union competition in New Zealand and Australia (Higham and Hinch, 2002; Ritchie and Adair, 2002) revealed the potential of the competition to attract domestic and international tourist spend and contribute towards destination image and branding. The World Tourism Organisation (1998) classify the sports tourism niche by stating that it can be used effectively in a destination’s positioning strategy helping to minimise the seasonality associated with a traditional mass tourism strategy and thus attract more tourists to the destination in low season. Getz (2007) describes how events can adopt multiple roles as image makers, quality of life enhancers and tourism attractions.
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 and 14: 1.1 Introduction Chapter 1 Introduc
Page 15 and 16: about marketing and promotion. Thus
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: 2.4 Contribution of Festivals and E
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
Page 65 and 66: author, the researchers dipped in a
Page 67 and 68: Pragmatism is a fairly recent philo
Page 69 and 70: Industry Performance Development SE
Page 71 and 72: of the enquiry to attempt to unders
Page 73 and 74: 3.4.1 Primary Research - Consumer a
Page 75 and 76: esearch questions commenting on the
Page 77 and 78: Three papers are presented that are
Page 79 and 80: differences in two of the demograph
Page 81 and 82: appraisal. This is reiterated by Ja
Page 83 and 84: destination planning and developmen
Page 85 and 86: niche tourist profiling; and desti
Page 87 and 88: Paper 11 Pragmatism Mixed Methods T
Page 89 and 90: Another clear result of this resear
Page 91 and 92: Niche Tourism Profiling Papers 1, 3
Page 93 and 94: categories there is a clear indicat
Page 95 and 96: Destination Development through Nic
Page 97 and 98: yoga tourism operators indicates ho
Page 99 and 100:
the role a wine festival has in pro
Page 101 and 102:
5.1 Introduction and Contribution t
Page 103 and 104:
One of the key limitations of this
Page 105 and 106:
pragmatic approach. I consider this
Page 107 and 108:
Researching demand led niche touris
Page 109 and 110:
References Agarwal, S., (1994). The
Page 111 and 112:
Bartram, S. A., (2001). Serious lei
Page 113 and 114:
Bryman, A. and Burgess, R., (1994).
Page 115 and 116:
Carlsen, J., and Taylor, A., (2003)
Page 117 and 118:
Cooper, C., (1990). Resorts in Decl
Page 119 and 120:
Dibb, S., and Simkin, L., (1994). I
Page 121 and 122:
Echtner, C., and Ritchie, B., (1993
Page 123 and 124:
Frew, E., and Ali-Knight. J., (2009
Page 125 and 126:
Goodson, L., and Phillimore, J., (2
Page 127 and 128:
Hall, C.M., Johnson, G. R., and Mit
Page 129 and 130:
Hovinen, G., (1981). A Tourist Cycl
Page 131 and 132:
Jennings, G., (2001). Tourism Resea
Page 133 and 134:
Kotler, P., (2003). Marketing Manag
Page 135 and 136:
MacKay, K.J., Andereck, K.L, and Vo
Page 137 and 138:
Novelli, M., (2005). Niche Tourism:
Page 139 and 140:
Pine II, J. B., and Gilmore, J. H.,
Page 141 and 142:
Ritchie, B., (1984). Assessing the
Page 143 and 144:
Russo, P.A., (2006). A Re-Foundatio
Page 145 and 146:
Stebbins, R. A., (1982). Serious le
Page 147 and 148:
Tribe, J., (2004). Knowing about to
Page 149 and 150:
Weizenegger, S., (2006). The TALC a
Page 151 and 152:
Appendix 1 Research and Publication
Page 153 and 154:
Extraordinary Experiences and Exten
Page 155 and 156:
Barron, P., Ali-Knight, J., & Steph
Page 157 and 158:
28th June - 1st July 2000 The Sixth
Page 159 and 160:
Robertson, M, Ali-Knight, J & Anast
Page 161 and 162:
6. Ensor, J, Robertson, M, & Ali-Kn
Page 163 and 164:
Appendix 3: Key Authors in the Fiel
Page 165 and 166:
Paper 8 Frew, E. and Ali-Knight. J.
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