DESTINATION DEVELOPMENT & CHANGE
CASE STUDY A:
Tutor: Sandra Prebble
Livia Berrios Franco
ID NBR: 2012002290
Due Date: 03rd April 2012
The concept of Niche Tourism emerged in recent years in counter-point to what is commonly referred as mass tourism (Robinson & Novelly, 2005) Niche Tourism is a marketing term used to refer to a portion of market segments in which individuals possess features and uniform needs, and the latter are not entirely covered by the overall supply of the market (Prebble, 2012). Given the diverse nature of niche tourism, different approaches may be employed such as: a product related approach that emphasizes the presence of activities, attractions, settlements, food and other amenities. The key parts of the niche tourism is that it is shaped in accordance with specific tourists needs and wants, attention is placed on the relations between demand and supply, as it looks at what specialty activities the tourists are seeking in order to have a satisfactory holiday experience. Niche tourism will benefit the industry in the following three ways: Firstly, there will be more arrivals; since the industry has accessed specific target markets, it will be possible to bring tourists at critical times of the year when the special interest is peaking, such as during an iron man competition. Secondly, the industry will be able to create and activate niche sectors in order to bring along more visitors during low season periods, which would affect the prosperity, employment and stability in the industry and the social environment of the destination. Finally, niche tourism allows a destination to change the way they have been perceived by visitors. Niche tourism allows the industry to change old or incorrect perceptions about national identity, quality and capability. (Mendiratta, A.2011) This new segmentation of the market brought with it a new kind of tourist that is more participative, not only a spectator. The New Tourist is usually informed, educated, and knows clearly what he or she wants from their travels. For them the optimization of time and money is important and they prepare for their trip by researching their destination through the internet and the experiences of friends and others travelers. In Tourism, Poon (1993) has written about the changes in consumer’s behavior and identifies which are the critical driving forces for the new tourism. The new tourist is experienced, more flexible, independent, quality conscious and harder to please. The new Tourism is emerging, sustainable, environmentally and socially responsible, and characterized by flexibility and choice. Jafar Jafari created a model platform to identify the status of tourism from the 1980's. The Adaptancy platform promoted less mass tourism and more alternative tourism which includes stays at home, villages, culture and volunteer tourism and during the 90's promoted based knowledge - based platform, that is planning for specific destinations and tourist activities which attempt to determine scientifically the impact and capacities for tourism destinations (Jafari, J. 1999), to which the Polynesian Spa in Rotorua fully complies.
Polynesian Spa operated by the Lobb family since 1972, has been described as a major international resort in New Zealand with a unique thermal spa experience and an exceptional view of Lake Rotorua. The features that have become famous in the tourism market for both domestic and international tourists, will be divided in three aspects that have been developed mainly through the Polynesian Spa at age 40 with their new owners. These are: 1. – Recreational Market:
The Polynesian Spa has developed a recreation area where the family can participate in their facilities, creating an atmosphere of fun and relaxation. There are 3 swimming pools close to each other: a large freshwater chlorinated pool (33...