This document discusses niche tourism products and how to market them effectively. It defines niche tourism as small group, unique, and specialized travel experiences catering to specific traveler types seeking authentic and participatory experiences. Both tangible products like accommodations and intangible experiences must complement each other. The four Ps of marketing - product, price, place, and promotion - and four Rs of relationship, reputation, recognition, and research are key to niche tourism marketing. Consumer choice involves need recognition, information search, and alternative evaluation. Challenges include small markets, uniqueness limiting promotion, and competition from unrelated experiences.

1. Add a Little
“Niche” to your Tourism
Product!
INTERNATIONAL NICHETOURISM

2. Learning Objectives:
• Understand the tangible and intangible
elements of a niche tourism product
• Describe the three stages of customer
choice and how it relates to “niche tourism”
• Identify the P’s of Marketing and how they
apply to a niche tourism product
• Explain how the four “R”s of marketing a
service apply to a niche tourism product.

3. The Product
Characteristics of a Niche Tourism Product
• Small group travel
• Different, unique and specialized
• Well defined holistic travel experience
• Specific traveler type – Allocentric, venturers
• Participatory, Authentic

4. Tourism enterprises usually offer both tangible and
intangible products to their customers which are
complementary each other and perceived as the integral
parts of a whole travel experience
Tangible: a physical product you can touch
Intangible: an indirect product you can only perceive its
function i.e an insurance policy. Or something that cannot
be resold such as a seat on an airplane that is already in
flight
Tangible vs Intangible Products

5. The Four “P”s of Marketing
Product: Have the right mix and provide the right products
or services to meet the needs of your marketplace.
Price: if your prices are either too high or too low, people
will not be inclined to buy. When people don’t know enough
about you or your expertise, they may tend to make their
buying decision based on price.
Place:This refers to the location you do your business in. For
a physical location, it would be the street and the office
building you are in.
Promotion:Your promotion strategy refers to all the
marketing methods you use and what you say about your
products and services.

6. The Four “R” of Marketing
Research: Know your audience – who is your target market
Recognition: Build brand awareness through value proposition
Reputation: Be known for what you are good at - creditability
Relationship: One-to One or One to Many building trust one
customer at a time

7. Three Stages of Consumer Choice
• The Purchase Decision Process
• Need recognition: Recognizing an external problem or internal
need.
• Information search: Obtaining product information from the
company and other sources.
• Evaluation of alternatives: Determining which product provides
the desired benefits.

8. The Challenge
• Small groups generate less revenue therefore less marketing dollars
• Depending on the uniqueness of your product your market may also
be very small
• If price is a high consideration then how do you offer an affordable
small group tour?
• Consumers do lots of research
• Too much promotion ruins the uniqueness
• You may be competing with other unrelated business i.e do I want to
go back country skiing or do I want to go on a yoga retreat?

9. The
Challenge!!!
https://tourismns.ca/experiencetoolkit

11. • .