special interest tourism nicos rodosthenous phd 15/10/2013 2 15/10/2013dr nicos rodosthenous1

Dr Nicos Rodosthenous 1

Special Interest TourismNicos Rodosthenous PhD

15/10/20132

15/10/2013


Explain Special Interest Tourism-2

• 1. Marketing SIT• Rapid changes have been made in the ways by

which tourists with specific interests now access the Internet.

• Providers of SIT products and services are offering more information via the Web.

• Both parties have now greater expectations with info on sites, destinations and services (i.e. Gps and destination management) and with personal contact already established.

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• Segmentation represents also a powerful marketing tool because it creates visitor identification. (i.e. athletic or religious tourism)

• 2. Consumer profile and demand for SIT• The profile of the SIT visitor is linked with classic

studies of culture heritage.• The complexity of tourist motivations will also offer a

truth for all sectors of the tourism market.• Communication will explore other cultures, liberate

people from obligations by creating a sense of freedom

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• and self-discovery and generating happiness and satisfaction.

• Segmentation also shows that the values and lifestyles of the “new consumer” (Poon 1997) are reflected in well-educated tourists, better informed, more independent and flexible.

• Such tourists tend to demonstrate a “see and enjoy, but do not destroy” attitude.

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• Read (1980) suggested that SIT or REAL travel consists of four elements: 1) rewarding 2) enriching 3) adventure and 4) learning experiences.

• Special Interest Tourists satisfy their curiosity, learn more, appreciate beauty, collect things, improve themselves and express their personalities.

• They also wish to fill their increased leisure time with value-for-money experiences.

• They expect a high standard of service and to obtain personal prestige.

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The self is at the centre of modern consumer society. Recently noticeable trends emerging in research into

tourism consumer behavior show: A shift in interest from traditional tourist attractions

to special interest products. A move from mass tourism to personalized tourism

with a wide range of quality choices. A growing commitment to the integrity of a region’s

natural and built environment.

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An interest in nostalgia of heritage. Increasing numbers of short-stay visits. Greater interest in experiencing rather than

passive entertainment. 3. Supply and Service Emphasis is placed on experiencing rather than

seeing landscapes and lifestyles. Each product specialist offers services that

include authentic experiences for learning15/10/2013



and involvement with local people, so as:The tourism service provider recognises the

customer as an individual with his own needs and wants.

The service provider is willing to share his knowledge with the consumer.

The service provider develops a personal relationship.

The consumer is treated as the focal point of the encounter, not the victim.

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• 4. The business of SIT• SIT businesses generally plan their activities like the

most small business operators.• Self-employment in this field is often seen to

achieve a lifestyle which can be shared with like-minded tourists.

• Operators wishing to move from agriculture to offering rural farmstay hospitality, need self-confidence, administrative skills and financial security.

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• Effective industry networks are also required in this marketplace with particular interests of visitors , such as farming, wine-making, pottery and cooking.

• The operators must understand the planning and legal frameworks in which the business is obliged to operate.

• Awareness of local conditions, local government, infrastructure, transport and licensing regulations

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• SIT operations also need to keep abreast of industry trends, training, best practice with changes in legislation.

• Information technology offers business opportunities to place their selves in the global marketplace through the use of websites, e-mail and direct marketing for special interest tourists before making their bookings.

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• Operators need to monitor their operations constantly in order to remain alert to trends, update their skills and review their business objectives to achieve their goals.

• 5. Public stakeholders• Governments, state and regional levels are involved

in the provision of tourism services, research and information sharing.

• Local governments offer sporting facilities, libraries, museums, galleries, cultural amenities

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• and public parkland which serve as attractions for visitors.

• Tourists of all kinds identify many of these facilities and seek to engage actively with them.

• Those managing these services need to address the key principles of quality customer services demanded by the marketplace.

• Fundamental to all these is the connection between tourism and such specialist areas as

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• indigenous culture, visual arts, conservation of the natural environment and local history.

• 6. Community-based SIT• Lips (1992) suggests that: “cultural tourism is the art

of participating in another culture, of relating to people and places that have a strong sense of their own identity.

• Participants in this new, alternative and cultural tourism are seeking authentic, informed, quality experiences, wanting to do what the locals do.

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• Rural communities, are working to establish a dynamic that will make them attractive not only to residents but also to visitors.

• Those aspects of community life that visitors may find attractive become commodities and the commercial imperative can bring tension.

• Local communities express keen interest in being consulted in terms of policy and planning and for development and building sustainability into all decisions.

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• This is becoming evident where communities developed festivals and events reflecting the lifestyle choices of the residents. (i.e. wine festival, agricultural shows )

• These people hope that further investment by government or the private sector may transform these ideas into viable longer-term opportunities.

• Tourists are agents of change. 15/10/2013



• Increased SIT activity has significant implications for regional economic development.

• 7. Managing SIT• 7.1 Understanding balance• Stakeholders at all levels are looking for balance.

They are seeking to maximise the local economic and social benefits of tourism, through sound and appropriate strategies to integrate the environment into tourism policies and plans.

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• To ensure the application of appropriate management tools and techniques with training and education methods that empower, monitor and evaluate impact.

• Partnerships for sustainable tourism involve business strategies for development of industry standards for environment-oriented management.

• The financing of sustainable tourism seeks to encourage initiatives in the public and private sectors.

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• Linking supply and demand through innovative marketing strategies places greater emphasis on info sharing and collaborative projects of tourism boards and tour operators.

• Public participation in sustainable tourism will enable greater sensitivity of development, response to visitor needs and the empowerment of local people.

• Finally, government at all levels is being urged to take a greater role.

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• 7.2 Impacts on host communities• Identify the changes that may take place over

time in the resident community as a result of its interaction with tourism.

• It is very useful to be examined though research the various changes and identify the possible responses that community management, tourism planning and development and government policy may make.

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• 8. Future trends• The trends taking SIT into the 21st century have

profound implications for all sectors of society.• The global marketplace will need to respond to new

demands. • Research conducted by Travel & Tourism Analyst

(Cockerell 1999) shows evidence that international long-haul travel is growing faster than short-haul.

• Other growth sectors include the cruise business, adventure travel and health tourism.

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• The seniors market of people of 60 years and over is also growing strongly.

• SIT’s role in dealing with future environmental change,( i.e. natural resources such as clean air and drinking water), is part of the complex evolution of many industrial landscape.

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special interest tourism nicos rodosthenous phd 15/10/2013 2 15/10/2013dr nicos rodosthenous1

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