The Role of Niche Tourism Products in Destination - Repository ...

ange of tourists and offer a broader experience. Smith and Puczko observe that ’yoga can be packaged with almost any activity
provided it is attractive to the target market’ (Smith and Puczko, 2009, p.229). These findings are important as they validate
McKercher and Chan’s (2005) argument that niche tourism products need to be seen not in isolation, but within the broader context
of the existing tourist products and visitor mix. There are only a few destinations, such as those cited in the case studies in Paper
11, for which yoga tourism is the primary product opportunity at the destination and this contributes to its uniqueness.
My contribution in the growth area of niche products is centred on my work in wine tourism product development, particularly in the
area of wine education (Papers 1 – 3). My research priorities have matched those of Getz (2000a) who proposes that wine tourism
research should be based on wine tourists; marketing effectiveness; and, success factors for developing wineries and destinations.
There is little attention given in the literature to what wine education is and how it benefits the wine and tourism industries. The work
presented here demonstrates my contribution to an evaluation of the wine education experience at the winery (as cited by Fraser
and Alonso, 2006 and O’Neill and Charters, 2006). Yuan et al. (2006) recognise my contribution to an understanding of the total
wine tourism experience and how regions can provide what the consumers want in terms of cultural heritage; hospitality; education
and festivals and events. Hall et al. (2000) also suggest that the wine tourism experience consists of the attributes of the wine
tourist (as discussed in section 4.3) and the wine product. Thus, the research presented here confirms earlier discussions of wine
tourists seeking a broader experience. ‘Recent attempts to define wine tourism in broader terms have been made and Charters and
Ali-Knight (2002) have noted the characteristics that have been incorporated’ (Roberts and Sparks, 2006, p.48). My research
reveals that winery managers share a similar broad perspective about the benefits of an educational dimension at the winery. This
often leads them to miss the opportunity to meet visitor needs for education and expand their customer base. Papers 1 – 3 identify
the relationship between the growth in wine tourism and the increasing levels of wine education sought by those interested in wine.