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Classification of Special Interest Tourism Types
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... types of special interest tourism are suitable for niche marketing. For example, farm tourism, bird watching, dark tourism, hunting tourism, adventure tourism etc. As shown in table 3, there are types of niche tourism for tourists who demand more specific products and services other than mass tourism that is defined as sea---sand---sun can offer. Some of these tourism types require less investment and financial resources. ...
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Pesquisa sobre o estado a arte do turismo no centro urbano do Município de Guaraqueçaba, localizado no litoral norte do Estado brasieliro do Paraná.
Citations
... Quality must be clearly defined to gain a competitive niche [59,60]. To solve service quality problems, related studies have identified attributes that influence how consumers measure quality, subsequently verifying the linear relationship between service quality attributes and consumer satisfaction. ...
The present research presented a novel model for incorporating service design to create guest experiential value. Taking a star hotel in Taiwan as an example, this study used the KJ method to classify online reviews about hotel services and then created a customer journey map (CJM) through participant observation of the entire service process. By deconstructing the service process and identifying key service touchpoints, service design ideas were incorporated into the CJM. A Kano questionnaire was then adopted to accommodate 38 service scape attributes in 4 segments: 1 attribute in the maintenance area, 10 of the high-priority area, 11 of the low-priority area, and 16 of differentiation. The overall research results propose experience design strategies for the hotel industry in terms of the service content and operation processes of star-rated hotels, which can then be adjusted according to their operating conditions to construct their unique service experience content. This is expected to be the basis for subsequent research and serve as a basis and reference for improving hotel service design strategies and competitiveness in the future.
... Due to time requirements and changing customer priorities, niche marketing is on the agenda of most businesses, institutions and companies. A niche market is a small market that consists of a single customer or a small group of customers with similar characteristics or needs (Sert, 2017). On the other hand, with increasing competition between tourist destinations, local culture is becoming an increasingly valuable resource for new services, products and activities for tourists seeking memorable experiences, in the meantime food has become one of the niche new markets (Baldras et al., 2019). ...
Objective: The present study was conducted to investigate the opportunities for the
development of a niche food tourism market in Rasht. The research method is descriptiveanalytical in terms of applied purpose. The statistical population of the study includes all managers, employees and heads of restaurants in Rasht that 384 people were selected as a sample based on the available sampling method. Descriptive statistics (mean and standard deviation) and inferential statistics (structural equation model) with spss and pls software were used to analyze the data. Based on the results of the macro environment, the capabilities of enterprises and the characteristics of the industry were identified as opportunities for the development of a niche market in food tourism in Rasht. The results of structural equations showed that the macro environment (0.724), capabilities of enterprises (0.164) and industry characteristics (0.051) have an effect on the development of a niche food tourism market in Rasht, respectively.
... Tourism as a complementary source of income to traditional rural occupations can support the development of poor communities [26] and the economic revitalization of declining rural areas [28,29,32]. Rural tourism does not involve large financial resources [33], nor spectacular investments or sophisticated infrastructure [29], but it reduces poverty and is a source of local prosperity [34]. ...
Făgăraș Land (Romania) is a very old administrative formation with its own identity, preserved from the beginning of the Middle Ages. The mapping of the intangible cultural heritage (ICH) highlighted the groups of caroling lads as the main strategic heritage resource, but also the existence of many other ICH resources that can be exploited towards the sustainable development of the area. These include local soups, an ICH gastronomic resource that can help build the area’s tourism brand. All resources, together with the peculiarities of the local medieval history, the memory of the anti-communist resistance in the Făgăraș Mountains and the religious pilgrimage to the local Orthodox monasteries, support the configuration of Făgăraș Land as a multidimensional associative cultural landscape. The content analysis of the information on ICH available on the official websites of the administrative territorial units (ATUs), correlated with the data from the interviews with local leaders, highlighted the types of local narratives regarding the capitalization of cultural resources and the openness to culture-centered community-based development, namely glocal, dynamic local and static local visions. The unitary and integrated approach of tourist resources, tourism social entrepreneurship, support from the local commons and a better management of the local cultural potential are ways to capitalize on belonging to the Făgăraș Land cultural landscape, towards sustainable community development of the area.
... Although there are numerous studies concerned with the practical applications of niche marketing, there are no widely accepted studies in the literature aiming to create a theoretical framework for niche marketing (Parrish, et.al, 2006;Toften and Hammervoll, 2013). In the existing literature, niche marketing is considered as a strategic variable from a strategic point of view (Choudhary, 2014;Dalgic and Leeuw, 1994;Stachowski, 2012) as well as market segmentation in a narrower framework (Ciftci and Ogretmenoglu, 2018;Güres and Akgül, 2014;Sert, 2017). In this study, the strategic point of view was taken into account while evaluating medical tourism as a niche market. ...
Medical tourism is a growing industry that appeared as a niche market around the globe. From a strategic point of view, niche markets result in environments that have high profits and are accessible to a smaller number of businesses. This study is primarily concerned with the various services offered within the scope of medical tourism and statistics regarding the global prevalence of such services. Thus, any services that are widely available with cost being the main driving factor for a patient to receive the service abroad are excluded. Surgical procedures that are deemed illegal in some jurisdictions, countries where confidentiality is valued, countries that can deal with complicated medical cases and niche markets aimed at medical tourism in these countries are examined in this study with the goal of providing the businesses offering services related to medical tourism with a strategic point of view.
... Marketing strategies should cover all traditional ways to revitalize the business activity of the tourism business. They are based on traditional ways of market development, product, joint activities of various forms of integration and diversification [42,43], and innovative technologies [44] as ways to revitalize tourist processes in a non-standard way, taking into consideration the achievements of scientific and technological progress. ...
The concept of marketing support for strengthening the economic security of a region by intensifying tourist business was developed. It was established that the economic security of a region is the result of the influence of a number of processes of different nature and degrees of influence. The safety assessment depends on its purpose and groups of partial indicators that provide a comprehensive assessment. The result of the evaluation procedure should be a grounded conclusion on one of the possible states: economic security, economic danger, economic risk, and economic threat. The tourism sector, influencing the level of security of a region through the generation of additional financial and related flows, requires clarification of the content of scientific and methodological approaches to management. It is proposed to separate administrative methods and market mechanisms as complementing each other. At the level of separate tourist enterprises and their associations, it is advisable to implement marketing strategies for traditional expansion of the market, product, and innovative updating of the portfolio of tourist products. The main tools and technologies for achieving set goals are digital information and communication technologies. Their application is associated with the use of the method for economic and mathematical modeling, as well as SWOT analysis technology and the use of a special BITOUR platform. The use of the proposed theoretical and methodical proposals will make it possible to assess the economic security of a region in terms of its possible condition. It will also be useful in the development of strategic and tactical plans for regulating tourism business in the system of ensuring the economic development of a region.
... For marketing: Given that this approach treats the intangible heritage of the place as a means for maximizing tourists' satisfaction rather than an end in itself, this approach could be seen as based on the idea that religious tourism, including the HFT, is not confined to visitors who seek pilgrimage and worship but also includes visitors who come for cultural exploration or even for leisure. Continuing with mass marketing policies is relevant here as they aim mainly to make a specific product satisfactory to many people, even if not all of them are strongly and emotionally connected to it (Sert, 2017). However, there is a need to make them more consistent and focused on branding the HFT as a religious tourism destination. ...
... Here, the adoption of niche marketing policies tailored to brand the HFT as a unique niche destination, mainly for Cristian pilgrims is relevant. This is because niche marketing policies aim at creating a base of loyal customers by making a niche product highly appealing to a specific group of people whose needs have not yet been met (Sert, 2017). ...
... Niche market merupakan sebuah market atau pasar kecil yang mencakup individu atau juga merupakan sebuah grup konsumen yang memiliki karakteristik atau kebutuhan yang sama (Sert, 2017). Brand positioning dapat diartikan sebagaimana brand dapat memposisikan diri mereka di benak konsumen (Heding, et al., 2009). ...
Bisnis hamper ataupun gift merupakan salah satu jenis bisnis yang sedang trend dengan kebutuhan yang terus meningkat tiap harinya. Hal tersebut kemudian menjadi latar belakang dibentuknya perancangan kali ini, yaitu Wanderland. Wanderland merupakan sebuah bisnis yang bergerak dalam bidang handmade sabun yang berfokus pada pembuatan hamper atau gift box sabun. Wanderland sendiri merupakan binsnis yang masih dalam tahap perancangan sehingga sangat membutuhkan identitas visual yang jelas agar dapat diterima dan dikenali masyarakat dan membedakan diri dengan kompetitor- kompetitor lain yang bergerak pada bisnis yang sama. Tidak hanya sekedar identitas visual, namun Wanderland yang masih dalam tahap perancangan ini juga memerlukan strategi promosi media yang tepat sehingga dapat menarik target audience yang dituju. Sehingga, tujuan dari perancangan kali ini adalah untuk membentuk visual branding Wanderland yang dapat menonjolkan citra dari brand agar Wanderland dapat memiliki image yang baik di masyarakat dan dapat terus berkembang untuk kedepannya. Untuk mencapai tujuan yang diinginkan tersebut, maka diperlukan pengumpulan data dan juga metode penelitian, dimana perancangan kali ini pengumpulan data dilakukan secara kualitatif melalui wawancara, observasi, studi literatur, dan juga dengan melakukan analisis SWOT yang berorientasikan pada faktor internal dan juga eksternal dari brand.
... Although game farming is usually the domain of wealthier private landowners, some communities under tribal authority are also considering this as an alternative to communal livestock (MDTP 2015). For both private and communal game farming, the benefits of wildlife-based enterprises cascade into leisure and ecotourism, trophy hunting, game auctions, and other activities with a high financial return, creating 3 times more employment opportunities than livestock (Rassool and Witz 1996;Shroyer and Blignaut 2003;Brooks et al 2011;Sert 2017). In South Africa, under favorable government policy and regulations, game farming accounts for 25% of the national gross domestic product (de Beer 2009). ...
... Although game farming is usually the domain of wealthier private landowners, some communities under tribal authority are also considering this as an alternative to communal livestock (MDTP 2015). For both private and communal game farming, the benefits of wildlife-based enterprises cascade into leisure and ecotourism, trophy hunting, game auctions, and other activities with a high financial return, creating 3 times more employment opportunities than livestock (Rassool and Witz 1996;Shroyer and Blignaut 2003;Brooks et al 2011;Sert 2017). In South Africa, under favorable government policy and regulations, game farming accounts for 25% of the national gross domestic product (de Beer 2009). ...
Achieving sustainable food security is a critical goal for smallholder farmers in mountainous regions around the world. In the 40,000 km2 Maloti–Drakensberg mountains (South Africa and Lesotho), one of the important mountain ranges of southern Africa, farmers are directly dependent on natural resources. Natural resource management is currently unsustainable, driving landscape degradation and entrenching poverty cycles. Through a comprehensive literature review, we explore the current status of knowledge, opportunities, and agriculture-dependent natural resource sustainability in the Maloti–Drakensberg, and outline the priorities for future research in mountain agriculture in southern Africa. The Maloti–Drakensberg has diverse land tenure systems and climatic heterogeneity that together determine farming practices. Agropastoralism is the predominant agricultural practice, occupying 79% of the land, because of the natural grass-dominated vegetation. Despite decades of concern, the sustainable management of communal rangeland remains elusive. Arable cropping is practiced on 12% of the land at subsistence levels, while game farming contributes a small amount to local revenues. A multipronged research approach is needed to understand the complex social–ecological issues around soil degradation and sustainable utilization of the limited agricultural natural resources base. Innovative and adaptive strategies that take into account local and indigenous knowledge, mitigate soil degradation, and enhance water and rangeland conservation are needed to promote sustainable food production in the Maloti–Drakensberg.
... Geleneksel pazarlama stratejilerinde yaşanan dönüşüm son yıllarda kitlesel pazarlama stratejileri yerine bölümlendirilmiş/farklılaştırılmış pazarlama stratejilerinin hem uygulamada hem de pazarlama literatüründe yapılan çalışmalarda dikkat çekmesine yol açmıştır (Sert, 2017: 15). Bu doğrultuda niş pazarlama stratejileri gıda ürünleri (Latacz-Lohmann ve Foster, 1997;Tregear, 2003;Fox vd., 2008;Toften ve Hammervoll, 2009), perakende sektörü (Ashworth vd., 2006;Parrish, 2010), turizm sektörü (Trunfio vd., 2006;Sidali vd., 2015;Sert, 2017), tekstil sektörü (Doeringer ve Crean, 2006), havacılık (Deniz ve Bedir, 2017) ve bankacılık (Holstius ve Kaynak, 1995;Greve, 2000; Baba ve Amin, 2009) gibi çeşitli sektörlerde incelenen bir olgu haline gelmiştir. Niş pazarlama alanında uygulamaya yönelik birçok çalışma bulunmasına rağmen, özellikle niş pazarlamanın teorik çerçevesinin oluşturulmasında literatürde hala yaygın olarak kabul edilen teorik bir temel bulunmamaktadır (Toften ve Hammervoll, 2009: 272). ...
... Bu nedenle gelecek araştırma yönelimlerinde niş pazarlama kavramının hem pazarlama uygulamacıları hem de teorisyenlerine yönelik uygulamalı çalışmaların yanı sıra teorik çalışmaların da yapılması önerilmektedir. Türk yazınında niş pazarlamaya yönelik yapılan çalışmalar yoğunluklu olarak turizm sektörünü ele almaktadır (Ercan, 2007;Kaşlı vd., 2009;Güreş ve Akgül, 2010;Akyol, 2015;Sert, 2017;Çiftci ve Öğretmenoğlu, 2018;Kunt, 2018). Bununla birlikte mevcut yazında niş pazarlama kavramının girişimcilik ve bilgi teknolojileri gibi kavramlar ile ilişkilendirildiği gözlemlenmiştir. ...
ÖZET / Amaç – Bu çalışmanın amacı, pazarlama literatüründe yer alan niş pazarlama yazınındaki ana temaları belirleyip pazarlama alanında niş pazarlama kavramına yönelik gelecek araştırmalara kavramsal bir çerçeve hazırlamaktır. Yöntem – Nicel araştırma yönteminin kullanıldığı bu çalışmada araştırmanın amacı doğrultusunda VOSviewer 1.6.15 yazılım programı aracılığıyla bibliyometrik analiz yöntemi kullanılmıştır. Web of Science Core Collection veri tabanında yer alan tüm çalışmalar (makale, bildiri, kitap incelemesi vs.) Boolean taraması temel alınarak “niche marketing” şeklinde konu başlığı olarak taranmıştır. 1983-2020 yılları arasındaki 32 çalışma ortak atıf, yazar ve varlık ile bibliyografik eşleme analizleri bibliyometrik analiz yöntemi ile incelenmiştir. Bulgular – Araştırma sonuçları niş pazarlama ile ilgili olarak 2017 yılından itibaren yapılan çalışmalarda artış yaşandığını, çalışmaların yaygın olarak ABD’de yapıldığını, Anzuka, Cuthbert ve Hsu gibi yazarların literatüre en çok katkı yapan yazarlar arasında yer aldığını, Brown (1995), Drea ve Hanna (2000), Hollingsworth (2001), Eaton (2006), Malin (2010) ve Anzaku ve Salau’nun (2017) çalışmalarının en çok atıf alan çalışmalar olduğunu, Kanada, Yeni Zelanda, Çin ve Türkiye gibi ülkelerde en fazla atıf yapıldığını, tarım, giyim, tekstil, bilgi teknolojileri gibi kavramların bir arada kullanıldığını göstermiştir. Tartışma – Niş pazarlama, son yıllarda teorik çalışmalarda artış yaşandığı bir çalışma alanı olsa da bu alanda sınırlı sayıda çalışmanın olduğu düşünüldüğünde gerek pazarlama uygulayıcıları gerekse akademisyenler açısından araştırılması ve incelenmesi gereken, işletmelere farklı sektörler ve pazar bölümlerinde rekabet avantajı sağlayabilecek bir konu olarak karşımıza çıkmaktadır.
ABTRACT / Purpose – The aim of this study is to determine the main themes in the niche marketing literature in the marketing literature and to prepare a conceptual framework for future research in the field of marketing in the field of niche marketing. Design/methodology/approach – In this study, in which quantitative research method was used, for the purpose of the research, the bibliometric analysis method was used through the VOSviewer 1.6.15 software program. All the studies (articles, papers, book reviews, etc.) in the Web of Science Core Collection database have been scanned as “niche marketing” based on Boolean scanning. Between 1983 and 2020, 32 studies were analyzed by bibliometric analysis method with co-citation, co-authorship and co-occurence, and bibliographic coupling analysis. Findings – The results of the research show that there has been an increase in studies on niche marketing since 2017; studies are widely done in the USA; the authors like Anzuka, Cuthbert and Hsu are among the most contributing authors to the literature; Brown (1995), Drea and Hanna (2000), Hollingsworth (2001), Eaton (2006), Malin (2010) and Anzaku and Salau (2017) are the most cited studies; most reference was made in countries such as Canada, New Zealand, China and Turkey; it showed that concepts such as agriculture, clothing, textile, information technologies are used together. Discussion – Although niche marketing is a field of study in which there has been an increase in theoretical studies in recent years, considering the limited number of studies in this field, it emerges as a subject that needs to be researched and examined in terms of both marketing practitioners and academics, which can provide businesses with competitive advantage in different sectors and market segments.
