Niche Tourism

Course Code: TRAV 224

Academic Year: 2023-2024

This course examines the development and marketing of specialty tourism products, often referred to as niche tourism products. These are 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 the niche markets, key destinations, and leading tour companies that specialize in this market segment. Using both Canadian and International case studies, students explore the benefits, motivators, product design, marketing, and sales of various niche products and experiences. Students participate in experiential learning through an adventure/eco field trip in Ontario, coupled with a guest speaker committed to niche tourism.