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Papers 4 Pragmatism Mixed Methods Consumer and Winery Surveys Papers 12 Pragmatism Theoretical Case Studies Paper 11 Pragmatism Mixed Methods Theoretical Yoga tourism Operator Surveys Substantiation that wine can provide a major motivating factor for tourists to visit a destination. Insight into regional regeneration and diversification through development of wine tourism. Application of event life-cycle model to wine festivals and events. Power of ‘yoga’ as a destination brand and image The contribution to knowledge made by the papers in this section is in presenting how niche tourism products can help to develop a destination. Through the use of the niche tourism life cycle it is clear that niche products will have different impacts, marketing challenges and contributions to destination development as they progress along it. Destinations with emergent niche tourism products can act as powerful pull factors for newer destinations or can help to revive and reposition established destinations. This becomes evident in Paper 11, where research into yoga tourism revealed how holistic practices such as yoga, because of the powerful emotions they evoke, can create a powerful image that can be used in destination branding. The research conducted with
yoga tourism operators indicates how activities, such as yoga, offer destinations (i.e. India) a huge marketing opportunity to attract high yield niche tourists. Another key contribution that my research has made is in revealing how wine tourism can help to create an image of the winery/region, providing a major motivating factor for tourists to visit a destination. Yuan et al. note how Paper 4 indicates how ‘wine tourism represents a marketing opportunity, which increases the value of the wine destinations’ (Yuan et al., 2008, p.217). Mitchell and Hall (2006) and Mitchell (2006) acknowledge how research into post visit behaviour of winery visitors is rare. As part of a limited group of authors, they make reference to my research when discussing the significance of winery visitation for positive brand and image development at both the individual winery and at a regional level. My research demonstrates that for the first two market segments – the wine lover and the connoisseur – learning about wine and visiting the winery is a key component of their tourist experience. Yuan et al. (2005) evidence this when they state ‘as asserted by Charters and Ali-Knight visitors to wineries rarely just drop in’ (Yuan et al., 2005 p.44). Therefore for a premium wine region, like Margaret River, destination specific wine tourism plays a key role in destination imaging and in the tourist experience. The final area of contribution to destination development research is in the area of festivals and events. Morgan, Pritchard and Pride (2002) comment on how for all destinations, especially niche destination players, event capitalisation can exert significant influence on branding the destination. They continue to note that ‘the potential of such opportunities deserves attention from both academics and practitioners’ (Morgan et al., 2002, p.351). Although national destination images have received considerable research interest, little work has focused on how a nation’s image can shape its economic and cultural focus and help to brand a nation. Paper 13, although exploratory in nature, addresses these issues and lays the foundation for developing the ACCESS
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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
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In some destinations, wine tourism
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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 and 92: Niche Tourism Profiling Papers 1, 3
Page 93 and 94: categories there is a clear indicat
Page 95: Destination Development through Nic
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
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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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