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increase in New Zealand tourism associated with the Lord of the Rings trilogy and the tourist expectations and experiences evoked when revisiting the places used in the films (Carl et al., 2007). A report by Hydra Associates in 1997 in Scotland analysed the tourism value of three films made in Scotland in 1994: Rob Roy; Braveheart and Loch Ness. The report highlighted that 5% of visitors to Scotland were influenced by the films made there representing an additional £7.2 million in tourism spending (Doyle, 2003). Riley and Van Doren (1992), when discussing niche tourism markets, also liken film-induced tourism to that of hallmark events ‘major one-time or recurring events of limited duration developed to primarily enhance the awareness, appeal and profitability of a destination in the short and/or long term’ (Ritchie, 1992, p.268). The influence of film to re-image urban and rural destinations is therefore obvious. The tourism revenue that niche groups bring to destinations is undisputed – the U.S. gay and lesbian travel market spends more than $17 billion in tourism related products and services (Fellman, 1998). This led California’s division of tourism to launch its first tourism programme, ‘Cultures Edge’, targeting niche tourism groups and promoting ethnic, cultural and lifestyle based itineraries. The innumerable Gay Pride events that take place all over the world also provide their own impetus for international gay travel to destinations holding these events (Russell, 2001). The Sydney Mardi Gras is one of the most prominent and successful events enjoying extensive media coverage from the mid-80s onwards and a growth in crowds, from 200,000 in 1989 to over 500,000 in 1993. It survived bankruptcy in 2002 rebuilding its reputation, to be voted by Conde Nast Traveller magazine as one of the world’s top ten costume parades in the world in 2006. Huh and Singh (2007) also identify family travellers with a member with a disability as another viable niche market to destinations that can be effectively and efficiently reached. The Harris Interactive Study asserts that people with disabilities represent the largest
single minority group in the US ignoring the growing worldwide aging population. People with disabilities and their families would be able to spend at least $27bn per year if certain needs were met on their trip, especially as most developed countries now have disability legislation that the tourism sector has to adhere to. This confirms Novelli’s (2005) findings that niche markets are not influenced by generational differences and share common values across multiple generations. 2.8 Conclusion The research context detailed above highlights the development of the key literature in the area of the role of niche tourism products in destination development. It explores the niche tourism framework, the positioning of niche tourism products; wine and festival and events as niche tourism products and niche tourism as a contributor to destination development. Clear gaps are identified in the literature, revealing that the area of study lacks a mature research base and ongoing research is imperative to move the debate forward. The development, marketing and management of the niche tourism product, although key, has received an over concentration in the literature with a dearth of data defining and understanding the niche tourism consumer. This dominance in academic debate on the product and supply side is heavily criticised by key academics who seek a more balanced view (Hall et al., 2000). Novelli (2005) highlights also how certain niche tourism segments, such as heritage, sport and culture, are easily known and recognisable whilst emergent micro niches, such as wellness, have received little attention in the tourism literature. Further investigation and debate is needed to assess how niche tourism can be strategically managed and developed as a viable sustainable option for destinations. Niche tourism is ‘characterised by a complex mechanism of issues’ (Novelli, 2005, p.248) that provide both positive and negative implications and pose a series of challenges for the host destination. The key
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THE ROLE OF NICHE TOURISM PRODUCTS
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Table of Contents Page No. Table of
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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 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: Morgan et al. comment how ‘a hand
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
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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
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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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