The Growth of Segmentation in International Tourism into Niche Tourism - Assignment Example

Tourism The traditional mass tourism is evolving at a rapid pace into niche tourism. As such, the growth of segmentation within the global tourismindustry into specific niches is happening at an alarming rate. Global tourism as defined by both agency and structure has over the last forty years matured into a complex phenomenon. Most researchers refer to the development and growth of complex tourism segmentation as a critical and vital part of international tourism. Such segmentation, although complex and complicated in themselves, nevertheless make tourism to be less complicated. As such, this part will evaluate and analyze the growth of segmentation in international tourism into niche tourism. Unlike mass tourism, niche tourism is characterized by its heterogeneous element or concept (Novelli 178). Thus, tourists are demanding for a more unique and distinctive product. The growth in market segmentation can be mainly attributed to the change in motivational factors for tourists and travellers. International tourist motivation in the past few years, showed a shift from the traditional standardized old style and rigid tourist motivation to a more specific and unique approach. The needs and wants of tourists are generally focused upon. This tends to make the tourism experience more meaningful and adventurous. Also, consumers are ready and willing to pay for these personally tailored services. Therefore, it is succinctly clear that unlike mass tourism which is general, niche tourism is viewed as being in conformity to the current motivational elements. Hence it is more specific (Shephard 98). Niche tourism therefore, can be easily defined as the trend of catering to the wants of specific tourist markets by merely focusing on a lot of different tourism products. Basically, the reasons for motivation change in tourists and subsequent growth in global tourism segmentation tends to vary according to the market type. For instance, the motivation elements for each niche (i.e. voluntarism, ecotourism and adventure tourism) are different (Callanan, Michelle &Sarah 67). For instance, music tourism growth can be related to with the shift from mass culture to niche tourism (Robinson 34). To put this simply, music is a mass culture element but it can be adapted as a niche tourism element. In its definition, segmentation growth in international tourism is determined by its distinct qualities. To be specific, Shephard (66) highlighted this concept in relation to distinct qualities of adventure tourism and eco-tourism. As such, there are different and clearly distinct adventure qualities. Additionally, growth in international tourism segmentation is boosted by niche tourism’s urge to focus on specialization. Tourism specialization provides a way of tourists to gain access to varied and new markets. Specialization in tourism according to Deuschl (2006) is the main key and gateway section of future growth for tourist destinations. Additionally, the use of the term specialization aids in the identification of the competitive advantage while focusing on the different types of global markets and products. Lastly, global tourism markets are becoming more specific and smaller. As such, the tourism niche possesses attractions that appeal only to a small group. The complexity and massness of global tourism is slowly fading. What has primarily emerged over the past few years is a greater and better awareness among the travel companies and tourism producers about the intimate and individual experiences that are actually being needed by tourists. This can actually be interpreted as a method of re-fashioning modern tourism; a postindustrial move where rather than following production, consumption drives and determines the process of production. Having a broader view and perspective of global tourism in terms of culture consumption is significant since it shows the different tastes people possess or social differentiation. The idea of market segmentation is not a new concept. For example, Cohen (1972) grouped tourist into two groups; institutionalized tourists and non-institutionalized tourists. The institutionalized group was comprised of the organized mass tourist and the mass tourist. Non institutionalized tourists on the other hand were made up of drifters and explorers. Cohen went further to show that whereas there is a clear mass market, tourists had wants beyond this. Although mass tourism continues to characterize tourist pattern flows, niche tourism is gradually increasing. As such, tourists globally are becoming more interested in seeing and visiting different destinations of interest. Niche tourism as a term is basically followed from niche marketing. Niche in marketing defines or reflects ideas which are interrelated. The first idea implies that there exists a place for a product in the market. The second idea illustrates that there is an audience for the product. The niche market size varies considerably. However, it has to be large enough to support or generate sufficient business. As illustrated above, niche tourism or tourism segmentation borrows a lot from niche marketing. It is evidently clear that tourists have increasingly developed levels of experience and expertise of their role as consumers. Although this pattern might always not be simplistic or linear, it is clear that tourists are becoming increasingly sophisticated in the choice of their preferences and needs. Additionally, they are quick to see that their needs are being met. The presence of an increasingly experienced tourist groups demanding special holidays to meet their needs and wants is a necessary attribute and condition for market segmentation and niche tourism niche. 2. The main objectives of poor developing countries are to establish independence, sovereignty, self-determination and self-reliance. Most of these objectives were met after these countries gained independence from their colonial masters. Nevertheless, the issue of economic dependence arose and became the main barrier to economic development and independence. However, some experts argue that tourism is not a promising tool for poor developing countries. This part will evaluate whether tourism is a promising tool for development among less developed countries. Subsequently, major development issues and outcomes will also be highlighted. For this evaluation, Cuba, Zanzibar, Mexico and Cambodia will be used as case studies. Tourism has been advocated and seen as a major bedrock of economic development for mainly less developed nations (Mosedale 158). As such, most people view it as a gate way to development. Admittedly, tourism is very advantageous to poor nations since it stimulates economies and catalyzes regional and national development. Tourism is the main source of foreign currency for most poor countries. In fact, it might be the only source of foreign currency for some nations. Tourism has been credited for stimulating employment, development of infrastructure and balance of payments. A lot of the less developed countries have become tourist attractions and destinations. Consequently, a lot of these countries regard tourism as a significant element of development. Thus, they integrate tourism into their policies. For instance, the fox presidency undertook big tourist projects so as to boost the countries’ foreign exchange (Saragoza 308). After independence, the less developed countries encouraged tourism due to its economic benefits (creation of employment, foreign exchange source, and source of government revenue, establishment of back ward and forward linkages and as an income multiplier). Nonetheless, the advantage of tourism seems to have been exaggerated when focusing on the Mexico, Cambodia, Zanzibar and Cuba case studies. Zanzibar’s tourist destinations majorly depend on transnational corporations (TNC) like many other less developed nations.. These corporations control a larger percentage of accommodation, packaged products and transport instead of the poor countries controlling these activities. Due to the dependency concept, it is clear that tourism does not necessarily become a development agent as earlier implied by researchers in the 80s. Since the development of tourism is a capital intensive venture, the less developed countries depended on developed nations for management personnel and skills and foreign capital. For instance, the construction of marinas in Mexico was poorly done mainly due to lack of the relevant skills. As a result, dredging problems due to ocean tides and currents characterized some of the marina projects (Saragoza 303). TNCs in the less developed countries siphon as much as 40% of the tourism revenue to their home countries. Therefore, tourism inhibits the development process of less developed countries. Tourism among most poor countries is the main generator of foreign revenue. For instance, Cuba in 1991 made relevant policies to enhance tourist flow into the country. This action was necessitated by the fact that Cuba was experiencing an economic crisis and as such, it needed foreign capital. The economic policies adopted led to an increase in the number of tourists and investors flooding into Cuba. Thus, Cuba wholly depended on tourism for economic development. Conversely, tourism increase posed new challenges which even seemed to undermine the Cuban government’s policies. Tourism in Cuba greatly undermined the government’s socialism agenda. Additionally, corruption, prostitution and proliferation of drugs into Cuba increased (Tarlow 46). These unpleasant outcomes generally undermine a government’s goals and objectives. Experts in the 1980s implied that tourism made the less developed countries to be dependent on foreign nations. As such, tourism acted as an agent of dependency. The dependency concept tends to inhibit national development. On a broader perspective, tourism wrests the power to control national development from the hands of poor nations. Tourism in poor countries impacts the local population negatively. For instance, in Cambodia, tourism has led to the development of child trafficking and prostitution. Sex tourism and trafficking in Cambodia is a result of tourism. Additionally, the Cambodian government evicted some part of the local population to make room for tourist destinations (Becker 109). The Cuban, Zanzibar, Cambodia and Mexico cases depicts some of the positive and negative outcomes of tourism. The relationship between tourism and economic development in developing countries is a complex and intertwined phenomenon. Just like it can increase the amount of revenue or employment levels for a developing country, tourism also fuels prostitution, corruption, economic inequalities and ethnic divisions. All these factors slow down development. The dependency concept on the other hand undermines the state’s authority since it is easily influenced by foreign nations. In summary, nations and countries should refrain from depending on tourism as a major source of revenue to foster economic development. Works Cited Becker, Elizabeth. Overbooked: the exploding business of travel and tourism. Simon and Schuster, 2013. Print. Callanan, Michelle, and Sarah Thomas. "Volunteer tourism." Niche Tourism. Oxford. Butterworth-Heinemann (2005): 183-200. Print. Cohen, Erik. "Toward a sociology of international tourism." Social research (1972): 164-182. Print. Deuschl, Dennis E. Travel and tourism public relations: an introductory guide for hospitality managers. Routledge, 2006. Print. Mosedale, Jan, ed. Political economy of tourism: A critical perspective. Routledge, 2012. Print. Novelli, Marina, ed. Niche tourism: contemporary issues, trends and cases. Routledge, 2005. Print. Robinson, Mike, and Marina Novelli. "Niche tourism: an introduction." Niche tourism: Contemporary issues, trends and cases (2005): 1-14. Print. Saragoza, Alex M. "Golfing in the Desert: Los Cabos and Post-PRI Tourism in Mexico." Holiday in Mexico: Critical Reflections on Tourism and Tourist Encounters: 295-319. Print. Shephard, Graham, and Sarah Evans. "lie." Niche Tourism (2007): 201. Print. Tarlow, Peter. "Dark tourism: the appealing ‘dark’side of tourism and more." Niche tourism: Contemporary issues, trends and cases (2005): 47-58. Print. Read More