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Niche Market Study

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Niche Market Study NICHE MARKET STUDY 1 Contents List of Figures ............................................................................................................................................... 8 List of Tables .............................................................................................................................................. 10 List of Abbreviations and Acronyms ......................................................................................................... 11 List of Appendices ...................................................................................................................................... 12 Executive Summary .................................................................................................................................... 13 1.0 INTRODUCTION ................................................................................................................................ 24 2.0 GENERAL GLOBAL TOURISM TRENDS ....................................................................................... 25 2.1 Africa ............................................................................................................................................... 26 2.2 The impacts of the economic meltdown on tourism in South Africa and internationally .... 27 2.3 Sustainable and Responsible Tourism ...................................................................................... 28 2.3.1 Sustainable Tourism .................................................................................................28 2.3.2 Eco-Tourism .............................................................................................................28 2.3.3 Responsible Tourism ................................................................................................29 2.3.3.1 Responsible Tourism Trends .................................................................................31 3.0 NICHE TOURISM MARKETS ........................................................................................................... 32 3.1 Business Tourism .................................................................................................................................. 32 3.1.1 Description and definitions ....................................................................................................... 32 Meetings ...........................................................................................................................33 Incentives ..........................................................................................................................33 Conferences ......................................................................................................................33 Exhibitions .........................................................................................................................34 3.1.2 Demand Side Trends ................................................................................................................ 34 3.1.2.1 Travel patterns and behaviour of business tourists ................................................34 Length of stay ....................................................................................................................34 Spend................................................................................................................................34 Transport preference .........................................................................................................35 Current and emerging demand ..........................................................................................35 Volume and value of niche ................................................................................................36 3.1.3 Supply side trends ..................................................................................................................... 38 3.1.4 Summary ..................................................................................................................................... 39 3.2 Culture and Heritage Tourism............................................................................................................... 39 3.2.1 Description and definitions ....................................................................................................... 39 3.2.2 Demand side trends .................................................................................................................. 42 Length of stay ....................................................................................................................43 Spend................................................................................................................................43 Transport ...........................................................................................................................44 Consumer needs and demands.........................................................................................44 Demographics ...................................................................................................................44 3.2.3 Supply side trends ..................................................................................................................... 44 Cultural Villages ................................................................................................................45 Township Tours .................................................................................................................45 2 African Dream Routes .......................................................................................................46 Open Africa Project: ..........................................................................................................46 Case Study: New Zealand‘s Maori ....................................................................................47 3.2.4 Summary ..................................................................................................................................... 48 3.3 Nature-based and Adventure Tourism .................................................................................................. 49 3.3.1 Description and definitions ....................................................................................................... 49 3.3.2 Demand side trends .................................................................................................................. 51 Typology of Nature Tourists ..............................................................................................51 Travel patterns ..................................................................................................................51 Demographics ...................................................................................................................52 Age ...................................................................................................................................52 Gender ..............................................................................................................................52 Accommodation ................................................................................................................54 Spend................................................................................................................................54 Length of stay ....................................................................................................................54 Transport preference .........................................................................................................55 General strategies .............................................................................................................55 Case Study: Down East Maine - A grassroots sustainable tourism plan (Washington Department of Fish and Wildlife, 2003).............................................................................. 55 3.3.3 Supply side trends ..................................................................................................................... 57 Case study - Bhutan (summarised from Gurung & Seeland, 2008) ...................................57 3.3.4 Summary ..................................................................................................................................... 58 3.4 Wine and Cuisine Tourism .................................................................................................................. 59 3.4.1 Descriptions and definitions ..................................................................................................... 59 3.4.2 Demand side trends .................................................................................................................. 60 Wine and food tourist typologies........................................................................................60 Length of stay ....................................................................................................................62 Spend................................................................................................................................62 Transport preference .........................................................................................................62 Demographics ...................................................................................................................62 Current and emerging
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