Special Interest Tourism: Customer Needs and Market Analysis Report

This report provides an in-depth analysis of special interest tourism, focusing on the company Holiday Architects. It begins with an overview of special interest tourism products and services, exploring how customer motivations, needs, and expectations influence this niche market. The report examines the relationship between customer motivations and special interest tourism offerings, followed by a critical analysis of how diverse consumer expectations are met within the market. The report further assesses the scale and scope of selected interest markets, using data and statistics to analyze the impact of special interest tourism on specific destinations, like Egypt, and how tourism providers respond to customer needs. It also evaluates the impact of market forces and trends on the development of special interest tourism, and concludes with a critical evaluation of the overall impact of special interest tourism on selected destinations. The report also explores the impact of tourism on Egypt, and how the company can leverage the cultural tourism market to increase its customer base.

Special Interest
Tourism
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Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
Overview of special interest tourism products and services........................................................3
How customer motivations, needs and expectations influence special interest tourism.............4
Analysis of the relationship among customer motivations and influences and special interest
tourism products and services......................................................................................................5
Critical analysis of how diverse consumer motivation and expectations met by special interest
and niche tourism markets, products and services.......................................................................5
PART 2............................................................................................................................................6
Interpretation and assessment of relevant data and statistics on the scale and scope of selected
interest market.............................................................................................................................6
An analysis of the impact of special interest tourism on selected designation and how tourism
providers respond to customer needs and expectations...............................................................7
Impact of special interest tourism on selected destination, applying relevant data and statistics
.....................................................................................................................................................8
Examination of new and emerging special interest markets, products and providers.................8
Evaluation of the impact of market forces and trends on the development of special interest
tourism markets...........................................................................................................................9
Critical evaluation of the development and impact of special interest tourism on selected
destination..................................................................................................................................10
PART 3..........................................................................................................................................10
Covered into PPT.......................................................................................................................10
CONCLUSION..............................................................................................................................10
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INTRODUCTION
Special interest tourism is explained as travelling with the primary motivation of practicing
or enjoying a particular interest. This can consider unusual hobbies, activities, themes or
locations which tend to get attention of niche markets. It is tourism that is modified to a specific
attention and action. Tourism operators will work to modify traveller’s activities that provide to
particular interests for teams and people. In specialist tourism, individual travel to fulfil a certain
interest or requirement (Soleimani and et. al., 2019). This kind of tourism considers sports
tourism, adventure, health, nature and many more. Special tourism gets attentions a smaller
population of greatly dedicated individual regarding a specific interest. These concerns may
consist extraordinary hobbies or practices which are assume by only few individuals. Holiday
Architects is a special interest tourism organisation which was incorporated in 2010 and offers its
travelling and tourism services globally. It provides tour packages for different locations as per
consumer and tourist interests. This report will consider information about target audiences
motivations, needs and desires that influence special interest tourism, relationship among
consumer interest and influence and tourism organisation products and services. Moreover,
statistical information in term of scope of Holiday Architects in specific market, impact of
company on selected location and impact of market forces and trends over the growth of
respective firm markets. Further, will explain about to design and pitch tourism enterprise
product, service and experience to meet customer needs and justify rationale for tourism
organisation’s product, services and experiences.
PART 1
Overview of special interest tourism products and services
Holiday Architects is a special interest tourism organisation which was established in 2010
and is headquartered in Cheltenham, Gloucestershire, UK. The number of employees of this firm
is within 50 as it is a small firm and operates its business internationally by offering tour and
travelling services or products as per its target audiences (Pharino, Pearce and Pryce, 2018). The
firm was incorporated by Andy and Damien in 2010 that united their knowledge about luxury
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travel sales and service with their digital marketing proficiency. Starting in a spare bedroom with
negligible overheads, they perfected their capability in paid digital search and rapidly started to
better much outsized rivals. Growing from just one destination during launch, now the firm
operating over 20 locations. The establishment put together tailor made individual holiday
concentrating on cultural touring. Along with this, the administration of this enterprise offer
accommodating facility of beautiful, characterful, sagaciously priced hotels and take immense
satisfaction in introducing these little gems to its target audiences. By designing an effective
holiday as per needs of its potential client, they offer better travel and tourism services. Along
with this, the management of firm design tour packages as per consumer and including unique
hotels, original venture and attractive holiday suggestions.
How customer motivations, needs and expectations influence special interest tourism
Customer motivation, needs and expectations refers to an internal state that drives
individual to find out and purchase commodities or facilities that satisfy conscious and
unconscious demands or requirements (McKercher, 2020). The satisfaction of those necessities
can then encourage them to make a repurchase or to identify diverse products and services to
better satisfaction those wants. There are some factors through which consumer’s motivation,
needs and expectations can influence Holiday Architects. The explanation of them as below:
Price- It is the first and foremost factor of consumer decision making that can influence
respective enterprise. If target audiences of Holiday architects get tour package at relevant cost
including effective services then it positively impact the firm in term of increasing sales and
profits. But when price of tour packaging is high and quality of facilities is low, then it can
negatively affect the firm in form of reducing customer base.
Empathy- It is another important factor of customer needs as when people take the benefits
of the services of an enterprise then they have the desire to get in touch with organisation so that
when they face any problem, they can get solution of it on time. In context of Holiday Architects,
if the firm offer effective customer service facility to consumer till the end of the travelling and
tour and help in resolving their problems within this period, then it favourably influence
consumer and they repurchase the products and tour packages.
Options- It is an essential factor customer expectation and highly influences business of
respective firm. When people purchase tour package, then the management of Holiday Architects
have range of tour products having with several destinations with effective cost so that they can
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offer a range of options of choice (Wen and Wu, 2020). This will assist in influencing positively
because people have different needs and expectations. So with this, they can select tour package
as per desire and budget and will take the benefit of it.
Analysis of the relationship among customer motivations and influences and special interest
tourism products and services
The respective company offer quality services and products as per consumers needs by
using and following appropriate pricing strategy which help in making effective relations among
tourist motivation or influences and commodities and services of Holiday Architects (Agarwal,
Busby and Huang, 2018). The explanation of some aspects, which help in making good relation
among tour packages or travelling services and consumers of respective venture, as under:
Cultural attractive- It is one of the most crucial components that help in making good
relation among customer motivation or influence and commodities and services of respective
enterprise. As the firm specifically deal in cultural touring, so it offer effective cultural tour
packages which help in getting attention of people who travel for gaining information about
culture of destination. It helps in fulfilling consumer needs by offering effective tour package
including appropriate services at affordable cost.
Service quality- It is another aspect which also make effective contribution in forming
good relation among target audiences needs and products of respective firm. The establishment
offer unique hotel for quality accommodating services and effective travel facilities which help
in offering fulfilment to potential clients. Along with this, the enterprise offer good customer
service so that if people face kind of issue during their
Promotion strategy- It is an effective activity that is help in getting attention of target
audiences and making good customer relations. In Holiday Architects, the administration use
digital marketing, social media tools like Facebook to promote its products and services as well
as offering information about their tour packages so that customer will familiar with them
(Oktavia and Heldayani, 2019). It helps in making effective relationship between products and
services of organisation and needs and demands of customers.
Critical analysis of how diverse consumer motivation and expectations met by special interest
and niche tourism markets, products and services
In Holiday Architects, the management of the firm use effective marketing tools and
techniques to attract consumer and offer information about the products and services so that they
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can chose tour package as per their requirement. The firm use digital marketing and social media
promotion which help in meeting the expectations by providing evidence about tour packages
and organisations’ services. This positively affects the firm in term of increasing sales, number
of customer and profitability. Along with this, if the enterprise will not offer range of destination
and quality services in term of accommodation then it will affect the special interest and niche
tourism markets in unfavourable manner. By providing good customer services it also help in
meeting consumer’s needs and offering an efficient support and help to tourist during their tour
which also help in meeting the desire and providing satisfaction to target audiences (Wisudawati
and Maheswari, 2018). It positively influence organisation and customer as they repurchase and
take the benefits of services of respective firm that help in developing sales and make increment
in customer base.
PART 2
Interpretation and assessment of relevant data and statistics on the scale and scope of selected
interest market
In Holiday Architects, the management can choose Egypt as a destination in its tour
packages. Egypt was the second fastest growing tourism market in the world in 2017, with local
officials reporting that sector revenues jumped by 170 percent in the first seven months of the
year. Egypt has transformed over time from a cultural and historic heritage-centred nation to a
more diversified and leisure-oriented, mass-tourism marketplace. As such, it has become the
nation of choice for a different touristic experience, combining culture, adventure and relaxation,
which were offered it with resilience to confront the important challenges. This nation and
destination is cultural and religious location cause of which it has a wide scope in term of
tourism. By the end of the year 2017, tourist and visitor numbers has increase to 7.263 million,
with forecasts from BMI specifying that volumes could reach 9 million by 2021 (Henama and
Sifolo, 2018). The national authority gas recently embarked on important effectiveness to
develop and improve this industry, by devaluing the Egyptian pound, which has enabled in
attracting tourists for a low cost destination.
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Egypt is constantly efforts to get attention of number of consumers. The occupancy rates
have maximised rapidly over recent months, particularly at the time of holiday period (Zakariya
and et. al., 2020). The tourism sector in that 2015 can mark the start of a turnaround in the entire
value of Egypt’s hotel and restaurant sector. For 2015, the industry’s value will maximise by
14.5% over 2014, to USD 2.4 Billion, as visitors start to return to the nation.
An analysis of the impact of special interest tourism on selected designation and how tourism
providers respond to customer needs and expectations
Egypt is cultural and heritage tourism destination and the nation highly attract number of visitors
so the cultural tourism creates positive impact over the respective location in tern of increasing
number of customers and travellers. The management of Holiday Architects offer cultural
touring products and services to its consumers and target audiences. So by considering thus
destination in their tourism packages they can also provide another option to their clients. There
are several cultural places like Giza Necropolis, Valley of the Kings and The Egyptian Museum
etc. which get attention people. So by offering and framing a tour packages by including
effective accommodation and travelling services, the respective firm can offer it to its target
audiences with the purpose of fulfilling their needs and expectations (Handayani and et. al.,
2019). This will create a favourable impact over company and the chosen destination in term of
maximising customer base, profits and making increment in tourist base respectively.
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Impact of special interest tourism on selected destination, applying relevant data and statistics
Egypt has number of the effects of the Paranoiac, Greek, Romanian, museums, has
generated cultural tourism since the discovery of ancient Egypt monuments decoding
hieroglyphs and even now does not break missions’ effectiveness, travellers and tourists. The
selected destination was the fastest developing nation in North African 2018, seeing a 16.5%
maximisation in travel and tourism in that time (Altman and Finlayson, 2018). This maximise
was attributed to the nation’s concentration on its security which has seen its infrastructure
reimagined and improved in current years. These improvements have been accredited as the
cause behind an enhancement in guests and tourism in the nation being $29.6 billion in 2018.
Supported to this uptick in visitor numbers to Egypt, the Arebian Trvale market has been capable
to calculate that the yearly number of travellers to the nation is set to maximise by as much as
50% in the coming years increasing 2.23 million in 2022 from 1.49 million in 2018.
The preponderance of visitors devising the form to Egypt will coming from Europe. It is
desired that Europeans will make up 9.1 million tourists in 2022. They are usually to take
benefits of holiday opportunities and experiences that have become accessible as an outcome of
the modifications to the security measures in the nation. The special interest tourism and travel
sector is accountable for increasing 9.5% of the nation’s employment. This is equal to 2.5 million
jobs devising it an effective and profitable industry for Egypt. However, Egypt is adding new
attractions to its armoury with Cairo’s Grand Egyptian Museum set to open in late 2020. The $1
billion museum will is the biggest investment by the Egyptian national authority in to the
nation’s culture heritage and will be key to maximising number of travellers and tourists further.
Examination of new and emerging special interest markets, products and providers
There are several new and emerging markets in which tourism is increasing highly. The
tourism providers also offer a range of options to customers to fulfil their needs in new and
emerging special interest markets. The respective firm operate in Japan, Namibia, Malaysia,
Chile, Argentina and Burma etc in emerging market to offer its products and services through its
several providers like tour agent and online way. In new market context, the management of
Holiday Architects make focus on Egypt market so that it can offer its tour products and services
to the people of this market with the help of its tour operators and agents as well as company
website. For example, now these days’ people also prefer to culture, tour packages or cultural
tourism, sport tourism and adventures etc. For instance, in context of Egypt, the respective
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tourism organisation can offer different products like natural tourism products by considering
topographic sites like mountain, beaches, valleys, caves, canyons, reefs and volcanoes etc. They
also consider climate sites such as hot places, cold places, humid places and dry areas (Agarwal,
Busby and Huang, 2018). In context of sites, the administration can include forests, jungles,
grasslands, meadows, deserts, zoos and botanic gardens. natural events like eclipse of the moon,
tidal changes, seasonal occurrences such as mating, animal and bird migrations, volcanic
eruptions etc, and hydrological sites such as lakes, rivers, streams, waterfalls and mineral springs
can also be consider by Holiday Architects in their natural tourism products in context of Egypt
destination. In cultural tourism package, they can be inhabited prehistoric sites like Stonehenge,
cave paintings and in historic sites, the firm can design tour product by including museum,
ancient mountain graveyards, heritage-listed buildings, sites of important occasions etc. Along
with this they can include religious sites like cathedrals mosque and holy sites etc. and cultural
display or events like art galleries, modern architecture, theatre, festivals, fairs, exhibitions,
global sporting events etc. These mentioned natural and cultural tourism markets and tour
products help in developing tourism in Egypt as well make development in establishment in
respective organisation.
Evaluation of the impact of market forces and trends on the development of special interest
tourism markets
Travel and tourism is one of the main developing and growing sector in business industry
(Robinson, Getz and Dolnicar, 2018). There are different trend and market forces which
influence the development of tourism markets. Some of them are defined as below:
Solo travel- It is an effective trend which is highly influence the tourism sector as now
these days people are prefer to travel alone and they purchase solo travel tour packages for their
different purposes. These kinds of trends create a huge impact on the development of tourism
markets as the demand of particular interest tour packages are increased which help in making
development in the business of respective firm.
Eco travel- Tourism trends are greatly impacted by the apprehensions and mores of the
consumer base, as a new generation becomes maximising reliable in the market, the ideals
driving their buying determinations generate new tourism trends. This kind of travel is just
example of these tourism trends, reflecting a developing concern between current travellers for
ethical and sustainable tourism chances. Eco travel considers simple modifications like the
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accessibility of carbon credits when booking the flight or the option to rent in electric on the
behalf of a conservative vehicle (Nugraha, Putri and Suprihanto, 2018). Now these days these
kind of trend in travel impact the tourism sector.
Artificial intelligence- It is another trend that is highly used by tourism sector
organisation. In current time, organisation makes high utilisation of technology in term of
machinery and equipment to offer effective services to customers. By using artificial intelligence
and advance technology, the special interest tourism markets offer effective services to their
target audiences. Machines learning technology is now firmly ingrained in the market of tourism
sector, with AI assist in to personalise the experience of identifying and booking tours and trips.
Along with this, with the help of it organisations can offer 24/7 hours customer services to its
target audiences and assist in resolving their queries.
The mentioned trends are take place in current tourism sector and create impact on
development of special interest tourism markets in different manner. As people prefer travelling
services and tour packages as per them and they select it as per own interest like solo trips are
highly prefer by people which positively influence (Camilleri, 2018). With the use of AI
companies are get in touch with their customer during their trip which help in retaining customer
till long term with the respective firm.
Critical evaluation of the development and impact of special interest tourism on selected
destination
Special interest tourism create positive and favourable impact on Egypt as in current era
people prefer solo trips so by designing solo cultural tourism packages, the administrator of
Holiday Architects can fulfil consumer needs which help in increasing number of customer of
firm and tourist of respective destination. For future development, it can be suggested to
respective venture that the organisation can also consider adventure and natural tourism packages
because there are numerous customer that are want to take benefits of natural and adventure solo
tour in Egypt (Soleimani and et. al., 2019). Along with this, by offering local transportation
services in Egypt with tourism package will also help in developing customer base and retaining
its target audiences with the firm till long term time duration.
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PART 3
Covered into PPT
CONCLUSION
This has been summarised from the defined information that special interest tourism has
been one of the obliging force behind the growth of tourism because it has permitted a huge
range of products which has expanded form a small market to now mainstream in the public
domain a the phrase particular attraction can be found on most operators websites. It consider
gastronomy, adventure, wine, art, culture and many more who cater these objects and more all
around world to the particular niche market is often included exactly the same as special interest.
By offering quality services and products, the firm can operate its business in different locations
and make expansion in its business as well as develop customer base. There is diver market
force, trends and customer needs influence the business of enterprise.
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