Course Code
Academic Year
This course examines the development and marketing of specialty tourism products, often referred to as niche tourism products. Niche tourism refers to the tourism experiences and products that appeal to a small but often dedicated market. The growth and development of niche tourism is examined in the context of evolving tourist motivations, behaviours and experiences. Students research, identify and assess niche markets, key destinations, and leading companies that specialize in this market segment. Using Canadian and international case studies, students explore the benefits, motivators, product design, marketing and sales of niche products and experiences. Students participate in experiential learning through an adventure/eco field trip in Ontario, and have the opportunity to be trained as a Certified Adventure Travel Specialist.