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In developing awareness of the niche tourist, my key contribution has been in providing an insight into motivating factors and visitor profiles for both wine and yoga tourists. Carlsen (2004) states how our knowledge of the wine tourism target market is not well developed and Charters et al. observe how ‘less attention has been placed on the psychological and affective characteristics of the winery experience’ (Charters et al., 2009, p.122). They comment on the contribution of my previous work (Papers 1, 3 and 4) in highlighting the role of personal growth through education as a motivating factor for tourists to wine regions and an attempt to define wine tourism in broader terms (Roberts and Sparks, 2006). Charters et al. (2009) examine this work in the light of Pine and Gilmore’s (1999) work on the ‘experience economy’ which is also examined in other wine tourism research (see Appendix 1) not presented here (cited in Mitchell and Hall, 2006). Indeed, writing recently in 2008, Yuan et al. still make an appeal for in-depth research ‘to examine the nature of the consumers of wine tourism, namely wine tourists’ (Yuan et al., 2008, p.207). This recognition that wine tourists are not homogeneous and there is no stereotypical wine tourist (as cited by Galloway et al., 2008; Charters et al., 2009) is a critical finding of my work and has been important in better informing winery operators on how to meet visitor expectations and preferences and increase customer loyalty to their brand. Papers 3 and 10 have also helped to formulate a deeper understanding of wine tourism behaviour and ‘what motivates them to visit a destination and purchase wine offerings’ (Tassiopoulos and Haydam, 2006, p.142). Brown, Havitz and Getz (2007) also note how my work has recognised the need to describe wine tourism markets, not purely in demographic and behavioural terms, but to examine cross cultural motives and intentions and how to effectively segment the market. This has made a substantial contribution ‘to the theoretical and conceptual understanding of wine tourist behaviour’ (Yuan et al., 2008, p.209). Carlsen (2004) questions whether a discrete, niche wine tourism market exists and states that most visits to wineries are only part of an overall holiday experience. I would counter this, and argue that Paper 4, as cited by Galloway et al. (2008) reveals five distinct market segments of winery visitor (connoisseur; wine lover; wine interested; wine novices and hangers on). Within the first two
categories there is a clear indication that wine is a major motivating factor for their destination choice and, although a small segment, they are high yield tourists who can generate substantial benefits to the winery. To summarise, my contribution therefore has been in developing lifestyle typologies for wine tourists, taking Halls’ (1996) segments and measuring their behaviour using wine interest. ‘Importantly their research provides an attempt to describe the lifestyle characteristics of these segments by analysing the wider wine behaviour and attributes of the winery visit that are considered to be important by each segment’ (Mitchell and Hall, 2006, p.320) The other area of my work that has attempted to provide profiles of niche tourists is my recent exploratory research into yoga tourism. Yoga tourism is an emergent niche tourism market that can be viewed as a subset of wellness or holistic tourism. Considerable debate exists as to exactly what wellness tourism is and how tourism actively contributes to this (Kelly and Smith, 2009). Smith and Puczko comment on how ‘relatively little research has been undertaken about the profiles and motivations of the so called health visitors’ (Smith and Puczko, 2009, p.132). Paper 11, therefore, makes an active contribution to this under researched, but growing, area of research and advances knowledge in areas identified by Lehto et al’s. (2005) research into the yoga tourist. The yoga tourist is revealed to be a ‘special interest person, whose motivation and decision making are primarily determined by their interest in yoga’ (Paper 11, p.89). The identification of customer motivations, mapped against McIntosh and Goeldner (1986) and Plog’s (1972) tourist typologies is a key contribution to understanding yoga tourist motivation. They are also a valid response to Swarbrooke and Horner’s (1999) suggestion that academic typologies should be combined with market segmentation to build up a greater understanding of tourist profiles.
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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
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List of Figures Title Page No. Figu
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destinations face along the niche t
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1.1 Introduction Chapter 1 Introduc
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about marketing and promotion. Thus
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Evidence of empirical research exam
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Strategic research development and
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and events, students and yoga, are
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issues of this topic and providing
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ENVIRONMENTAL MACRO/ESTABLISHED NIC
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ignored or neglected by others’ (
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Toften and Hammervoll’s research
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2002; Stronge, 2000). Morgan and Pr
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‘The economics of the new tourism
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particular attention in describing
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Adapted from Butler (1980) and Truf
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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
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: Niche Tourism Profiling Papers 1, 3
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
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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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