New Forms of Segmentation:
Targeting Niche Markets in Tourism
Competition is increasing among tourism destinations worldwide. One way of gaining the leading edge and of increasing destination attractiveness is to create tailor-made tourism
experiences for smaller but more specific markets. Small is beautiful!
Adding value through niche marketing requires innovation and creativity at several levels:
· Defining new approaches to segmentation and high added value niches;
· Developing new tourism products, but also adapting existing products to specific needs to improve customer experience;
· Marketing aimed at the targeted niches