Rethinking niche tourism: The example of backpacking

Abstract

This conceptual paper re-evaluates the concept of niches in tourism markets. As many regions are now attempting to address niche markets in tourism as a development strategy, understanding of the dynamics of niche markets is crucial. Current approaches are often limited to seeing niche markets as simple subsectors of larger consumer markets. We argue for a broader view of market niches as forms of social rituals involving both consumers and producers with a mutual focus of attention. Based on the work of Randall Collins we examine how interaction rituals are produced and maintained, and how these are also reflected in niche markets, such as backpacking. We illustrate the how backpacking produces a mutual focus of attention and boundaries to outsiders, helping to sustain the niche over the longer term. This analysis has implications for producers hoping to tap into niche markets, as they too need to become part of the niche community.

Cultural tourism as a dynamic social practice

“…Tourists began to consume more areas of 'everyday life', or the elements of the destination that fell outside the framing activities of the tourist industry. The ability of visitors to expand the scope of cultural content produced a more fragmented landscape of cultural tourism demand, with many new niches emerging (Richards, 2011). These were exploited by an army of new cultural and creative intermediaries eager to offer new experiences, leading to innovation and even more fragmentation.…”

“…A growing focus on everyday life, or 'living like a local' (Russo and Richards, 2016); 3. Fragmentation of cultural tourism into a series of niches, such as heritage tourism, art tourism, gastronomy tourism, film tourism and music tourism (Richards, 2011); 4. An eventification of cultural tourism supply and demand as a means of generating attention and spreading demand (Richards, 2013); 5.…”

“…As Richards (2011) outlines, Shove and Pantzar (2005) argue that a focus on practices produces a new set of research questions, which also apply to the study of cultural tourism:…”