New and Emerging Trends in Special Interest Tourism Markets

This article discusses the latest trends in special interest tourism markets, including dark tourism and adventure tourism. It evaluates the impact of market forces on the development of SIT markets and explores the design and pitch of a special interest tourism product.

Part 2
Examine new and emerging special interest markets, product and providers
There are various latest trends in Special Interest Tourism (SIT) markets, products and
providers which can bring financial benefits. Current special interest tourists are highly
interested in visiting new places as well as seeking authentic places. However, online booking
for tour package has become one of the most famous sources among tourists because now they
do not have to find authentic source for booking purpose. There are various tourism companies
which offers online booking services and provides brief information about their services,
destination place and others so that visitors do not have to face any type of inconvenience. Latest
trends in Special interest tourism markets, product and providers are described as follows:
Dark tourism; Dark tourism destination encompasses several darkest events related to human
being which have disclosed i.e. genocides, war, disaster etc. These destination places are offered
by only few market providers i.e. Australia, Romania and Ukraine. There are various market
providers who offers high quality tourism services to SIT in order to improve level of
satisfaction in them.
Adventure tourism: It is another emerging trend of tourism market wherein involve adventuring
activities i.e. hill climbing, skydiving and others. Such destination services offer by few market
providers such as Thailand, India and Brazil. Such destination is quite enough to attract special
interest tourists. Level of product services in Thailand and Brazil are quite effective as compared
India. The reason behind is that India is developing country so product and services are
developing but India’s tourism companies enable to improve experience of special interest
tourists.
M3 Evaluate impact of market forces and trends on development of SIT markets
New and emerging trends and market forces gives positive impact in developing special
interest tourism markets such as there are various countries which posses’ such place that can
bring advanced experience in SIT tour. For example, UK can plan to design such destination like
adventure place, Dark place which encourages special interest tourists to visit and takes new
product services i.e. tour package, online booking, transportation and others from market
providers.

PART 3
Design and pitch a special interest tourism product, service and experience
Tourism Product: Holiday Architect is the home of different destination holidays which designs
destination accordingly customers need so that such place can improve their experience
effectively. Holiday Architect plans to design adventure tourism in UK as destination place. The
reason behind is that there are numerous tourists who like to visit adventurist places and likes to
do adventurist activities. Such tourism is highly famous among young tourists and they always
look for such tourism places. Adventure tourism allows the tourists to step outside from their
comfort zones and achieves new thrilling experience which brings satisfaction in them. Holiday
Architect includes various adventurist activities like skydiving, scuba diving, hill climbing and
exotic surrounds which encourages tourists to take risk.
Targeted customers
To target specified customers uses market segmentation strategy by Holiday Architect.
Market segmentation is the procedure of dividing market into different segments such as
geographical, demographical, socio-economical and psychographic. With this strategy Holiday
Architect targets demographical, psychographic and geographical segments which are further
classified on the basis of customers. by demographical segment Holiday Architect enables to
subcategorized customers in term of age, culture, gender while psychographic segment is further
classified tourists in term of their spending behaviour. Geographical segment is further classified
customer accordingly areas. Thus, Holiday Architect targets upper and middle class who have
great spending behaviour in order to gain great tourism experience. Young tourist is the major
targeted customer for the Holiday Architect because they are highly interest to visit adventurist
places.
Services:
There are numerous type services i.e. effective transportation services, accommodation and
suppliers’ facilities will offer by Holiday Architect for the targeted audience which are also
known as special interest tourists. Destination safety assurance and health insurance policy also
will offer by Holiday Architect to the SIT in the adventure tourism. Apart from this, it will offer

medical care services to the tourists before doing adventure activities so that no health risk takes
place.
Travel Motivation
Travel motivation plays effective role in choosing a tourist product. To motivate targeted tourists
provides various type of services like health safety measures, medical services, accommodation
and online booking services by Holiday Architect that will bring external motivation in
individuals and promotes them to think about often for buying tourism services. To motivate
individuals internally have included various adventures activities like hill climbing, haunted sky
diving and others in adventure tourism by Holiday Architect in order to fulfil needs and brings
great thrilling experience beyond their expectations. Such activities will create curiosity in such
customers to buy only Holiday Architect’s services.
Product differentiation
To differentiate product, value, price and others uses marketing mix strategy by Holiday
Architect. Marketing mix is a marketing tool that comprise various elements which supports
create difference between organization’s product from others. Marketing mix in Adventure
tourism:
Product: Adventure tourism is designed to fulfil needs and expectations of targeted customers
only. The reason behind is that there are only few market providers like Thailand, Brazil and
India which offers such products, so more then 57% UK’s public always go for travel per year on
such markets for visiting adventure tourism. So, Holiday Architect develops this product and
involves various adventure activities which attracts other visitors to visit UK for gaining great
experience.
Place: UK posses’ various adventurist places like zipline, bikepacking adventure, wild campaign
in the forest and others. These places are targeted by Holiday Architect to improve thrilling
experience in tourists.
Promotional tools: To influence awareness in special interest tourists uses digital promotional
media by Holiday Architect. Digital promotional media includes internet, social media and TV
which are more interactive platform in recent times. Social media includes various tools i.e.

Facebook, WhatsApp, Twitter, Instagram etc. uses by Holiday Architect so that it can access
huge number of customers and attracts them for buying tourism services.
People: Employees of Holiday Architect plays effective role in product promotion because they
will provide brief information about special interest products, services or experiences to the
customers who are curious for taking product services.
Packaging: Holiday Architect is trying to integrate all type experiences into one package so that
each tourist like to visit and buy organization’s services frequently.
Price: Holiday Architect targets only those tourists who have high spending behaviour ibn order
to gain great experience. But after that it uses skimming pricing strategy for it’s particular
product so that targeted customers can afford it effectively. With the skimming price strategy
Holiday Architect gets opportunity to generate high revenue from each tourist. The reason
behind is that targeted audience have good spending behaviour so they enable to pay extra for
getting additional experience in existing products. Thus, it will gain huge profit on it’s proposed
product.
Programming: Holiday Architect designs such strategies in order to influence customer’s
spending limits by providing value-added product on special offers.
Partnership: Holiday Architect applies partnership strategy with two or more hospitality
companies in order to give best quality accommodation and transportations services to the
targeted customer which leads level of satisfaction in them.
Market gap and opportunities
UK is lacking behind adventure tourism type product that’s why most of tourists around
19% travel in other countries per years for taking experience of adventure activities. There are
various tourism products like geo-tourism, sports tourism, heritage and cultural tourism offers to
special interest tourists who travels from outside countries. But local tourists of UK always go
out from UK to visit adventure destination. So, Holiday Architect propose this product that has
great opportunity in UK market because now 57% SIT will take service of Holiday Architect
instead of visiting other countries. Apart from this, such product encourages other tourists as well

for visiting UK. Thus, it has opportunity to take competitive edge over it’s product in UK market
and improves GDP rate of UK.
Determine and overcome barriers related to management and SIT of Holiday Architect
Travel product of Holiday Architect contains various segments i.e. hotel, transport,
accommodation facilities which must well-designed for the tourists so that it brings level of
satisfaction in them. It is the major challenge for the Holiday Architect because it requires
effective management so that they can recruit such talent who support company to give value-
added customer services to the customer. To overcome this issue Holiday Architect conducts
recruitment program for recruiting multi-cultural employees who are highly experienced in
adventure tourism and can maintain decorum of the company by offering standard quality
services to the tourists. Training and development program is also organized by Holiday
Architect to improve customer delivering services in individuals which leads productiveness in
their performance.
Summary
From the above discussion can be concluded that adventure tourism product of the
Holiday Architect has great opportunity in the UK market. The major strength of the product is
that it involves all activities which expects by targeted tourists and creates curiosity in them for
buying product services. Such tourism product is not designed by any travel and tourism
companies. It is a first time whereas Holiday Architect design such value-based product in order
to meet needs and expectation of tourists. This product supports to prevent 57% such tourists
who pay high cost for achieving tourism services to outsider countries. It also plays effective role
in improving GDP rate of UK.