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Niche Tourism Marketing: The Long Tail

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by

Claire Skattebo

on 7 October 2014

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Transcript of Niche Tourism Marketing: The Long Tail

Mass Tourism:
Niche Tourism Marketing
Commodities
Goods
Services
Experiences
Extraction
Make
Customization
Customization
need to be "authentic"
Why?
Maslow
"Your music says a lot about you... and so does your nail polish." (?)
-Ad on Pandora
Who Am I?
"The movement of people to countries or places outside their usual environment for personal or business/professional purposes" -UNWTO
The Short Head
Niches:
Niching:
Exploitation:
Too Personal?
Babymoon
Reproductive tourism
How To Market?
Mass Tourism
One Size Fits All
Niche
Tourism
Commoditizing people's deepest interests and desires
Expert in Niche: build relationships
Differentiate
Research
Importance of Technology
Target
Market
Example:
Homework:
commodities
goods
services
experiences
Identity
"a unique travel adventure is waiting..."
1.
Current Situation:
Research your destination. (What landscape/culture/traditions/etc. do they have to offer?) Are there any current tourism niches that they are promoting?

2. What is a niche that you could develop in this destination? Why? (What trends support this niche?/ Do you have expertise with this niche?)

3. How would you market this niche with Depth and Breadth? (Who would your target market(s) be?/ How would you make it open to people outside your target?)
Questions?...ceskattebo@gmail.com
Depth
Breadth
distinct consumption patterns and demand for tailor made products and services.
The Long Tail
Hotel Baby Programs
Procreation Tourism
Full transcript