New and Emerging Trends in Special Interest Tourism Markets
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Added on 2023/01/07
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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.
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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 providerswhichcanbringfinancialbenefits.Currentspecialinteresttouristsarehighly 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.
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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 destinationaccordinglycustomersneedsothatsuchplacecanimprovetheirexperience 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 servicesby Holiday Architectthat will bring external motivationin 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 strategiesin order to influence customer’s spending limits by providing value-added product on special offers. Partnership:HolidayArchitectappliespartnershipstrategywithtwoormorehospitality 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
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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.