Consumer Demand and Product Differentiation in Camden Town's Tourism

Desklib offers solved assignments and past papers to help students excel in their studies.

SPECIAL INTEREST TOURISM: CAMDEN TOWN
Name of the Student:
Name of the University:
Authors Note:

SPECIAL INTEREST TOURISM: CAMDEN TOWN
Table of Contents
Introduction......................................................................................................................................3
LO1: Comprehension of the nature and development of the special interest tourism.....................3
LO2: Analysis of the requirements and steps to fulfill consumer demand product and service...6
LO3: Analysis of the appeal and motivation of the special interest tourism to the consumers.......7
LO4: Comprehension of the management needs and issues of the special interest tourism..........9
Conclusion.....................................................................................................................................10
References......................................................................................................................................12
2

SPECIAL INTEREST TOURISM: CAMDEN TOWN
Introduction
Special interest tourism is one of the most recent concepts that have enhanced the global tourism
in an effective manner. The special interest tourism includes the concept that tourist goes to visit
a tourist spot due to some special demands that includes archeological tourism, fashion tourism
in an effective manner. This study will mainly discuss about the concept of the special interest
tourism in Camden town of London which is known as the fashion lane of London. The present
trend of the tourism in Camden town will be discussed in an efficient manner. Moreover the
demands of the consumers and service given by the logistics of Camden town will be discussed
in detail. Furthermore, the motivation of the tourist to visit Camden town and the issues present
in the Camden town will be discussed in detail in the study. Additionally the mitigation measure
to mitigate the issue will be discussed in a prominent way.
LO1: Comprehension of the nature and development of the special interest tourism
Analysis of special interest tourism in case of product differentiation
The special interest tourism is the concept that helps in the differentiation of the products
according to the special demands of the consumers that enhance the tourist attraction by almost
10 percent. The product differentiation is one of the major concepts that focus on the demands of
the consumer in an effective manner. In the Camden town London the product differentiation is
based on the fashion house and exclusive nightlife (Smith, and Puczkó, 2015). These are the
main point of product differentiation in Camden town that attracts almost 30 % of the millennial
form the UK to visit the Tourist destination. One of the major attracting points in the Camden
town market that represent the products of the new generation in an effective price. A wide range
3

SPECIAL INTEREST TOURISM: CAMDEN TOWN
of party wear traditional dresses; fashion clothes are present in the markets that help to establish
a competitive advantage over other tourist spots by almost 6 percent.
In the words of Björk, and Kauppinen-Räisänen, (2014), product differentiation is one of the
most important components sometime that helps to develop a market niche among some specific
consumer in the market. The presence of the cyber dog in Camden town London is another
important factor that helps in product differentiation and enhancing the demands in the market in
an efficient manner. The Cyberdog is a futuristic store where customized dress for the party
lovers is present. The presence of cyber dog helps to attract the tourists who are obsessed with
customized dresses and believes in the punk culture (Ismail, Masron, and Ahmad, 2014).
Moreover, there is presence of the vintage gear and stable stalls those sale second hand gears and
trendy fashion clothes in Camden town. The diversity in the products helps to target the wide
range of consumers that enhances the overall tourist revenue of London by almost10 %.
Moreover one of the product differentiations is the night life of the Camden town that is
developed to attract the special interest consumers in a prominent manner. The pubs those are
present in Camden town helps is generating huge tourist gatherings as live music consisting of
Pink Floyd , Doors are organized in the pubs. In the words of Topsakal, and Ekici, (2014), the
night life attracts the party lover and it turn out to be one of the most important attraction point
to develop special interest tourism for the fashion lover of the UK. It is observed that in Camden
town the markets have diversified shops with huge price range that attracts the middle class as
well as the upper class fashion lovers an efficient manner. On the other hand the happing
nightlife has a negative point that is concerned with the holistic security of the place. In Camden
town the police are active all night long to provide security for the global tourist in an efficient
manner.
4

SPECIAL INTEREST TOURISM: CAMDEN TOWN
The current trends factors and interest of the tourist in tourism development
The present trend is the globalization in the global market in a prominent manner. Moreover,
one of the major important point in the globalization is that tourist from all the countries may
visit the Camden town London in an effective and efficient manner (Gursoy, Saayman, and
Sotiriadis, 2015). According to the present trend it is seen that interest tourism has become one
of the most developing concept in the global market that has enhanced the total number of tourist
by almost 15%. In Case of the Camden town London the main target market is the tourist who
like to party and shop according to the modern fashion trends in an effective manner. In case of
the Camden town the most important need is the establishment of the highly effective clubs
organizing live music performance.
According to the business strategy of the Camden town London there are fusion songs done in
the clubs where different cultural diversity are promoted in an efficient manner (Lee, and Scott,
2015). The songs cover form the hard rock , to metal and classic rock and Jazz so different
tourist with different taste of music gets attracted to visit the Cam den town London in an
effective and efficient manner. According to the current trend it is observed that there is shift in
the taste of tourist has most of the young tourist needs dynamic in a tourist spot. In case of the
Camden town London there the dynamics in the shopping culture as well where traditional wear
and customized modern clothes are present that enhance the global tourist in an effective
manner.
5

SPECIAL INTEREST TOURISM: CAMDEN TOWN
Fig: Increasing Tourism in London
Source: UK visitors (2019).
LO2: Analysis of the requirements and steps to fulfill consumer demand product and
service
Camden town is known as the bustling part of the city of London. The place is one of the most
well known tourist spots in the city of London. The markets of Camden has Regent Canal strolls,
sample cuisine from different parts of the world and is the most well known place for amazing
live music culture (Gonzalez, 2018).
The place is a great shopping destination. It is a coil of markets that is open air in nature. The
shopping markets can be divided into five divisions. The Camden Lock Market is well known for
books, crafts, clothing, fast food and many more. The Camden Lock Village is well known for
selling clothing and accessories especially unusual fashion items. Camden market also known as
buck market sells fashion items. Inverness Street Market is a footwear market. Lastly, the Stables
Market is known for selling antiques, household items, clothing and eatery. A person needs a
budget of approximate 100 Euros for spending a day in this market place. The 100 Euros will get
6

SPECIAL INTEREST TOURISM: CAMDEN TOWN
them a good and filling meal, snacks and few clothes and household items (Sotiriadis and
Varvaressos, 2016). Another feature this market has come up with in order to meet the demands
of their customers and make shopping easier for them here is the credit card facility. Every street
shop small or big accepts credit cards here of smooth and hassle free shopping of the tourists as
well as the locals.
The place highlights the London street style to the fullest, especially the punk culture. The
market place has over 1000 stalls. The price range of the products available in the market place
range from 5 Euros to 65 Euros. There is a place called Electric Ballroom that is a market place
in the morning but turns into a nightclub by the evening. The main target customers of this
market place are the fashion freaks and the party and nightlife lovers. This market place offers
various ranges of fashion items from local to branded for all the fashion lovers. Apart from this,
the main attraction of this place is the blooming nightlife. The place has various pubs, nightclubs
and many more. They have cyber dog shops that sell specialized items for the party freaks like
neon clothes, accessories and many more. The place has every single thing a party lover desires.
It is totally a youth market based on London street fashion and the nightclub culture. It is a place
with a lot of diversity welcoming people with different interests. This place welcomes people
having interest in music as this place presents music like jazz, rock, classical, blues and many
more. It also interest people who love dancing and partying (Willis, 2016). It attracts people who
love the pop and punk culture. It also welcomes people who have a fetish for fashion and antique
objects.
7

SPECIAL INTEREST TOURISM: CAMDEN TOWN
LO3: Analysis of the appeal and motivation of the special interest tourism to the consumers
Camden village is a very popular tourist spot in London accommodating approximately
thousands of tourists every year. This place has a very attractive culture, which attracts this huge
number of tourists every year. There are various aspects that attract people here. One of them is
the various historical spots in the village of Camden. They are the British library, The Camley
Street Natural Park, The Canal Museum and The Jewish Museum. The British Library holds a
collection of various books and periodicals published in United Kingdom. It has around 150
million objects with a massive 625 kilometers of shelving (Lee and Bai, 2016). The Camley
Natural Park interest tourist interested in nature and wants to work in the trust of London
Wildlife. The Canal Museum has exhibits that explain the origin and the history of the canal. The
Jewish Museum has a vivid history of the Jewish origin in London.
The place is situated in London, United Kingdom. It is a manmade tourism spot that was
developed in context of buildings, transportation and many more. It is a perfect place for
escaping from the everyday busy schedules and relax. It is a place for thrill as the party culture is
very distinctive and famous there. It is not a seasonal tourist spot and can be visited all around
the year. The place supports high life and Yankee culture (Agarwal et al., 2018). The place is
completely a youth centric destination. It is moreover attractive as it is also called the mini
London. It represents the culture of the city in every corner of the village and markets.
The various attractions in the place are the live music every night in different gatherings around
the market place. The place is well known for the explosion of two famous and biggest
movements of music. They were punk and Brit Pop. Apart from this, there is a lot of good pubs
and drinking bars present in the place. Along with these bars are nightclubs that attract every
people interested in the party culture. A lot of famous Disc Jockeys around the world play in
8

SPECIAL INTEREST TOURISM: CAMDEN TOWN
these nightclubs which attract a huge traffic of people. The place is also well known for small
cafes that have very attractive décor and dishes to offer the tourists. It is well known for artisan
roaster and fusion of furniture as well as crockery putting up a unique outlook. The local street
food and restaurants serve delicious food that is authentic in nature. Avery well known place that
attracts a huge traffic of tourists is the Chin Chin Laboratories (Martin, 2018). They produce ice
cream of different experimental flavours through their science appliances. Apart from this, the
place is a hub of fashion. Tourists come here to shop the authentic London street fashion and
punk style. The place is very well known for the urban street arts in every corner of the
destination. The place is filled with wall arts, graffiti in buildings, sketches, spray painting and
many more. It is also an art hub apart from being a fashion and a party hub. These unique
features of the place attract a lot of tourists from all over the place.
LO4: Comprehension of the management needs and issues of the special interest tourism
The Camden Village is a place that supports a lot of diversity and various diverse people with
diverse interests, ideas and culture. This can create a conflict many a times within different
people. They may include the tourists as well as the local residents of the place. These conflicts
may turn into a major issue of management in the tourist destination. The place is well known for
extreme party culture. This includes a lot of drinking and influence of other chemicals on people.
This may often lead to uncontrollable behaviour and physical abuse (Baum, 2016). Hence, this
should be taken care by the local police in the tourist destination to avoid major accidents.
Another major issue of the place is dark tourism. Dark tourism may include things like sex
tourism, drug influence, drug abuse and many more. Due to the vivid party culture in the
destination, dangerous drugs are very easily available and accessible (Price, 2017). Sex tourism
9

SPECIAL INTEREST TOURISM: CAMDEN TOWN
is also a major issue as aspects like prostitution is illegal practices. These may cause issues like
trafficking, sexual exploitation and cause a lot of deaths. Hence, the government should take
steps to control these aspects and put strict restrictions.
Since, Camden Village is not a seasonal tourist spot but can be visited all around the year; the
place may be crowded all time around the year. Hence, the place can face an issue in the time of
accommodating the tourists all around the year. The hotels can be full all time and many tourists
can face problem in accommodating themselves in the place. This can be solved by increasing
the number of accommodations in the place. Huge traffic of tourists can even give birth to
problems like shortage of resources. Camden Village is a small place with limited resources.
Many number of tourists demands for equal number of resources. There is also a lot of wastage
of resources. Hence, the place should obtain ways of sustainable tourism (Sheehan et al., 2018).
Lastly, a major problem in this place because of the authentic culture of the place is the security
of tourists. The night culture here is very attractive in nature but it also involves a lot of risk and
security issues related to it. The tourist can many a times get involved in sex tourism, illegal
prostitution, drug abuse and many human trafficking rackets. This could risk their lives and
many a times kill them. Hence, it is the responsibility of the local government to take care of the
security aspects of these tourists and help them have a pleasant experience in the place rather
than a bad one.
Conclusion
This study mainly focused on the special interest tourist destination in an effective and efficient
manner. In the study the major strategy of market differentiation to attract the tourist from UK
and different countries is analysed in the study. Moreover the different development strategies
10

SPECIAL INTEREST TOURISM: CAMDEN TOWN
and the issues present in the Camden town London is discussed in an effective manner.
Furthermore, the steps taken to mitigate the issues in the tourist destination are discussed in the
study.
11

SPECIAL INTEREST TOURISM: CAMDEN TOWN
References
Agarwal, S.H.E.E.L.A., Busby, G.R.A.H.A.M. and Huang, R.O.N.G., 2018. Special Interest
Tourism: An Introduction. Special Interest Tourism: Concepts, Contexts and Cases, pp.1-17.
Baum, T. ed., 2016. Human resource issues in international tourism. Elsevier.
Björk, P. and Kauppinen-Räisänen, H., 2014. Culinary-gastronomic tourism–a search for local
food experiences. Nutrition & Food Science, 44(4), pp.294-309.
Gonzalez, S.M., 2018. What Do Consumers Appreciate about On-Demand Economy
Workers?. Psychosociological Issues in Human Resource Management, 6(2), pp.29-43.
Gursoy, D., Saayman, M. and Sotiriadis, M. eds., 2015. Collaboration in tourism businesses and
destinations: A handbook. Emerald Group Publishing.
Ismail, N., Masron, T. and Ahmad, A., 2014. Cultural heritage tourism in Malaysia: Issues and
challenges. In SHS Web of Conferences (Vol. 12, p. 01059). EDP Sciences.
Lee, K.H. and Scott, N., 2015. Food tourism reviewed using the paradigm funnel
approach. Journal of culinary science & technology, 13(2), pp.95-115.
Lee, S. and Bai, B., 2016. Influence of popular culture on special interest tourists' destination
image. Tourism Management, 52, pp.161-169.
Martin, K., 2018. ‘It was harder before; we lived by the market’: Hopes and fears of a market-
free future in East New Britain. Market as Place and Space of Economic Exchange: Perspectives
from Archaeology and Anthropology.
12