Niche Tourism and Social Media in Trailfinders

This report explores the concept of niche tourism and its key features, as well as the impact of social media on contemporary tourism marketing and branding strategies. The case study focuses on Trailfinders, a British travel organisation. The report highlights the importance of market research in developing niche tourism products and the role of social media in attracting customers and enhancing brand image.

Examination
Questions

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Question 1...................................................................................................................................3
Question 2...................................................................................................................................4
CONCLUSION ...............................................................................................................................4
REFERENCES................................................................................................................................5
Books & Journals........................................................................................................................5

INTRODUCTION
It is the report where a tourism company is chosen as the base organisation which is
Trailfinders. It is a British travel organisation in the marketplace of UK and Ireland. The present
report includes two main topic which is niche tourism and social media. With the help of this
project understanding of individuals will be increased about the topics.
MAIN BODY
Question 1 Define the concept of niche tourism and analyse the key features which distinguish it
from mainstream tourism
Niche tourism means how a particular tourism product will be tailored in such a manner
that they will meet the requirements and demands of a specific market segment. It mainly
focuses on a particular characteristic of travelling (Farsani and et. al., 2017). It has been said that
niche tourism is a type of tourism which emphasizes on a particular activity, where some people
ask to view various historic monuments and architecture, some of them wants to eat at a
Michelin-star restaurant and so on.
Some of the key characteristics of niche tourism says that this is the type of tourism
where number of travellers are very low. Along with this, it is also one of the most essential
characteristic of niche tourism is that people often willing to pay more amount in order to see
some unique and special environment.
It is very essential for any tourism company to identify the market in order to develop
niche tourism products in an effective manner. With the help of conducting appropriate market
research Trailfinders will be able to develop a product which will attract large number of
customers. In the present report, managers of Trailfinders segmented the market where
individuals love to experience new, unique and adventurous places. Therefore, they target the
customers on the basis of there age, interest and life style. Apart from this, in order to promote
the niche tourism products, management team of Trailfinders use social media platform so that
they can attract large number of individuals towards their organisation.
They provide different types of offers and packages to their customers as well as facility
where they can personalise their packages (Fernando and et. al., 2016). It has also been said that
according to the requirements and needs of individuals, niche tourism products are going to be

developed by the management team of the company so that they can satisfy the requirements of
customers.
For example, Trailfinders is a tourism industry where managers segmented the
marketplace in order to establish their product at the competitive marketplace. In this case,
marketing management of the company divide the market on the basis of their income, lifestyle
and age group (Sidali, Kastenholz and Bianchi, 2015). It has been identified that every individual
have their own needs and wants which are quite different from each other. With the help of
identifying their requirements company will be able to develop or re introduce the product in an
effective manner.
Question 2 Impact of social media in contemporary tourism marketing and branding strategies
In the present competitive marketplace, it has been said that social media is one of the
most essential element which help in enhancing the growth and development of the company. By
using social media platform, tourism industry attract large number of customers towards the
organisation (Gyimóthy and et. al., 2015). With the help of effective use of social media
technique, organisation will be able to promote their products and services where they can attract
large number of customers towards the organisation. For example, Trailfinders is a tourism
organisation where marketing manager of the company promote their products by using social
media platform. This is the method where company promote their goods and services on various
social media outlets. This will help in attracting large number of customers which as a result
enhance the brand image of the company.
It has been said that millennials are those individuals who generally born between the
year 1981-1996. Millennials refers to a phrase which is mainly used to describe the person who
reached adulthood. It has been said that they are the people who have different and unique type
of requirements and needs. All these requirements are essential to be fulfilled by the organisation
which are identified by the managers with the help of market research.
Social media has placed higher influence over the tourism industry of today's world as it
has made it easier for the tour operators to represent their information as well as popular places
among tourist which ultimately influences their interest to visit these places again and again
(Harrigan and et. al., 2017). Along with this, it has been determined that with the usage of social
media it is easier for tour operators to grab attention of maximum number of traveller towards
them in effective manner. This can be well understood with the help of example. For instance:

Tour operator often promotes popular destinations like London Eye on social media along with
the comments of visitors. This allows visitors to express their viewpoints related to the
destinations. As a result, in direct or indirect manner it promotes specific destination. This also
results, in the increasing visitors number for the particular destination. Apart from this, it can be
said that in the overall evaluation impact of social media is positive for the tourism industry
which also influences its growth in positive manner.
CONCLUSION
With the help of above mentioned report, it has been said that niche tourism and social
media plays very essential role in order to enhance the growth rate of the organisation. It has
been identified that before developing any kind of product it is very essential for the
management team of the company to conduct the market research so that they can satisfy the
needs and wants of customers in an effective manner. This as a result help in attaining growth
and development of the company at the competitive marketplace.

REFERENCES
Books & Journals
Farsani, N. T., and et. al., 2017. An investigation of tourists' attitudes towards promoting music
niche tourism (case study: Isfahan, Iran). Tourism Management Perspectives, 24, pp.1-
6.
Fernando, P. I. N., and et. al., 2016. Tea Tourism as a Marketing Tool: A Strategy to Develop the
Image of Sri Lanka as a Remarkable Tourism Destination.
Gyimóthy, S., and et. al., 2015. Popculture tourism: A research manifesto. In Tourism research
frontiers: Beyond the boundaries of knowledge (pp. 13-26). Emerald Group Publishing
Limited.
Harrigan, P., and et. al., 2017. Customer engagement with tourism social media brands. Tourism
Management, 59, pp.597-609.
Sidali, K. L., Kastenholz, E. and Bianchi, R., 2015. Food tourism, niche markets and products in
rural tourism: Combining the intimacy model and the experience economy as a rural
development strategy. Journal of Sustainable Tourism, 23(8-9), pp.1179-1197.

1

2