Special Interest Tourism : Definition, Meaning, Types & Characteristics

Special interest tourism is defined by the World Tourism Organization as ‘specialised tourism involving group or individual tours by people who wish to develop certain interests and visit sites and places connected with a specific subject.

Generally speaking, the people concerned exercise the same profession or have a common hobby.’ special interest tourism defined as:

Travel for people who are going somewhere because they have a particular interest that can be pursued in a particular region or at a particular destination. It is the hub around which the total travel experience is planned and developed.

What is Special Interest Tourism

The term ‘SIT denotes such types of touristic activity which has potential to woo tourist in a small number but such tourists are highly dedicated towards such destinations.

Such activities may include pretty uncommon interest or actions which are witnessed by only a small segment of the tourist.

Some eminent scholars are of this view that SIT is nothing but it is an alternate form of tourism. They propose that it is ‘the prerequisite of customized vacation and frivolous feeling motivated by the specific articulated interests of persons and groups.

A Special interest tourist go for a choice of certain artifact or service that brings him satisfaction, specific desires and wants and is considered for divergent and explicit reasons.

They also propose that special interest tourists are mainly looking for non-exploitative and genuine feelings.

Sometimes the word niche tourism replaces Special Interest Tourism.

Meaning and Concept of Special Interest Tourism

First time in the year 1980, a conscious step was taken by S.E. Read to define SIT. He defined it in terms of natives who are moving some place because they have some specific motive and that motive can be pursued in a specific area or at a specific place.

To define (SIT) it can be said that it is an essence of customized tourism products or services that fulfill the specific needs, wants and happiness of a particular group or an individual. Through this example it is clear that tourism activity is performed to delight a special motive, interest, need wants and demands. It has been considered that SIT contains some important experiences which include rewarding, enriching, adventures and learning.

In another words special interest tourism can be said that the journey with a prime motive of practicing or enjoying something special which is uncommon and different and is pursued at that destination only .

It may include bizarre hobbies, actions, themes, event or place, which has ability to attract special interest markets. SIT has been evolved as a new avenue in the field of tourism because of researches compelled to provide added value to conventional tourism.

This also shows that such products must have ability to attract tourist and provide some unique experience in the area which is special in the eyes of the tourist. Such tourists seek unusual itineraries which may be described in another term expanded form of destination experience meant for the need of mass tourism.

Novelli (2005) suggests that niche tourism can be fragmented into a number of macroniches like socio cultural, environmental, green, eco, rural and urban tourism and then into further into sub sects or micro niches. The following table shows the example:

Although, special interest or niche tourism often concentrates to create a center of
attention for a specific visitor, there can be very idiosyncratic differences between micro niches.

Types of Special Interest Tourism

On the basis of purpose or motivation to travel, Special interest tourism also
has different types. Motivation is derived from the needs and wants that are
directly related to different factors and circumstances within which the usual
life of the tourists revolve around.

The factors that affect the life of tourists are social, cultural, economic, technological, demographical, geographical and psychological. The following table highlights the factors and the types of SIT that can conveniently be placed and classified under the factor.

However, one cannot deny the fact that the type of SIT to be undertaken by
the tourists would be the outcome of amalgamation of different factors
involved.

Let’s discuss the various types of special Interest Tourism:

1. Gems and Jewellery Tourism

Dubai has been a focal point for purchase of gold. However, World Gold Council has established, with the help of All India Gem and Jewellery Trade Federation, gold tourism circuit consisting of Coimbatore, Surat, Kolkatta, Jaipur and Ahmedabad wherein Goldsmiths are given opportunity to showcase their expertise in preparing gold jewelleries with handicraft designs.

This also enables the goldsmiths to sell their product directly to tourists. This, not only, increases the employment opportunities, but also, boosts foreign and domestic tourists to purchase handcraft jewellery and ornaments rather than machine cut jewelleries.

2. Craft Tourism

Opening up of the culturally rich centres and villages for regional economic development and for entertaining the tourists may be called as craft tourism.

The artisans and craft-persons of the region concerned are supposed to amuse
the tourists and to sell their products. Craft tourism facilitates and promotes the development of the gift and souvenir industry, as shopping has been an inevitable activity of the tourists at the destinations.

Mainly three types of arts are applied in manufacturing handicraft items. They are tribal art (preparation of items for own consumption of tribal people), ethnic art (preparation of crafts by tribal for consumption of others) and mainstream art
(preparation of ethnic art in different style).

Identification of craft centre for tourism should have 4 Hs, such as, Habitat, Heritage, History and Handicraft.

3. Textile Tourism

This type of tourism has been newly catching up the heights. There are four main sources of textiles such as animals (wool and silk), plant (cotton, jute, bamboo, and flax), mineral (asbestos and glass fibres) and synthetic (nylon, polyester, acrylic and rayon).

4. Shopping Tourism

Shopping has ever been an inseparable element of tourism. Shopping has become a determinant factor affecting destination choice. While it has been an important component of the overall travel experience, on the other hand, shopping also works as prime travel motivation for some.

Therefore, destinations utilized this immense opportunity as new market trend to
influence the tourists by providing them authentic and unique shopping experiences so as to add value to tourist loyalty while reinforcing, and even, defining their tourism brand and positioning.

5. Sports Tourism

Tourism and sports are interrelated and complementary. Sports – as a professional, amateur or leisure activity – involves a considerable amount of traveling to play and compete in different destinations and countries.

Major sporting events, such as the Olympic Games, football and rugby championships have become powerful tourism attractions in themselves – making a very positive contribution to the tourism image of the host destination. Sports tourism is one of the fastest growing sectors in tourism.

6. Gastronomy and Wine Tourism

Due to globalization and cut-throat competition prevailing in the destination marketing, unique local and regional intangible cultural heritage, particularly cuisines, food and beverage, have become increasingly the distinguished feature to attract tourists.

For many destinations, food and wine preparation methods are an integral part of their history and function as identity and as brand image of the nations, as these two are treated as element of culture.

Gastronomy and wine tourism boost tourists by providing them diversification from usual tourist activities, thus, it promotes local economic development and energizes many budding professionals to perform excellently in the sector.

UNWTO accords that “gastronomy and wine tourism contribute to promoting and branding destinations, maintaining and preserving local traditions and diversities, and harnessing and rewarding authenticity”.

7. Rural Tourism

UNWTO views Rural Tourism as a type of tourist activity related to agriculture, rural lifestyle / culture, farming, angling and sightseeing. In order to promote Rural

8. Mountain Tourism

Mountain Tourism activity occurs in hills or mountains with unique and peculiar characteristics and features inherent to a specific scenery, topography, environment & weather, biodiversity (flora and fauna) and society. It entails a broad range of outdoor leisure, sports, health, wellness and adventure activities.

Mountain tourism has a high potential to stimulate local economic growth and social change because of its complementarity with other economic activities, its contribution to GDP and job creation, and its capacity to promote the dispersal of demand in time and along a wider territory.

9. Wedding Tourism

Wedding tourism or marriage tourism or destinations weddings is a fast growing phenomenon referring to activity of tourists traveling to a destination for the purpose of getting married or participating in the wedding of a kith and kin.

Destination weddings are a great choice for couples that are more laid-back with their wedding planning, as they often would not get to see the venue or destination before their wedding, or meet all of their vendors in person prior to the celebration.

Some of the best and cheap wedding locations in the world are Martinique, Dominica, Jamaica, Costa Rica, Tulum, Cozumel, Curacao, Puerto Vallarta etc.

10. Space Tourism

The practice of travelling into space for recreational purpose is called Space
Tourism. There are three types of space tourism such as orbital, sub-orbital
and lunar space.

Space tourism has a number of both benefits and drawbacks. Its advantages
include a high public profile, technological innovation and high investor
interest. Its disadvantages include a huge initial investment cost and risky
operations in a hostile environment.

11. Urban Tourism

According to UNWTO, “Urban Tourism is a tourism activity taking place in an urban area characterized by non-agricultural based economy such as administration, manufacturing, trade and services and by being nodal points of transport.

Urban/city destinations offer a broad and heterogeneous range of cultural, architectural, technological, social and natural experiences and products for leisure and business.

12. Ethnic Tourism

According to Yang, ethnic tourism is motivated by tourists’ search for exotic
cultural experiences through interaction with distinctive minority groups and
the desire of those groups to use aspects of their culture to create economic
opportunities

Ethnic tourism signifies the tourists’ interests in the customs of the indigenous and exotic people, directly focusing on the local people. In this form of tourism, the tourists visit the residence of local people, observe and participate in their festivals, dances, rituals and other forms of cultural expressions.

13. Dark Tourism

Dark tourism or black tourism or grief tourism related with death or tragedy
is somewhat controversial, as some view it as an act of respect and others as
unethical practice.

Dark Tourism may be promoted in the places characterized by distress, atrocity, sadness and pain of people inhabited there. Disaster Tourism, a component of dark tourism, denotes situations where the tourism product is generated within, and from, the aftermath of a major disaster or traumatic event.

Visitors of dark tourism sites are from a wide sociodemographic group. Motivation to dark tourism could be educational or a desire to understand past affairs or experience something different or new.

14. Environmental Tourism

Environmental tourism revolves around visiting unspoiled and relatively
undisturbed natural areas, intended as a low impact and often small scale
alternative to standard commercial mass tourism.

Its purpose may be to educate the travelers, to provide funds for ecological conservation, to directly benefit the economic development and political empowerment of local Communities. It is also considered to be a step for sustainability of natural resources.

15. Avitourism

In this type of tourism, tourists would love to visit bird sanctuaries and enjoy
watching the activities of birds.

16. Cinematic Tourism

Travel undertaken with the purpose of visiting the destinations shown in cinemas, movies and reality shows etc is called Cinematic Tourism.

17. Gambling Tourism

Visiting casino destinations and engaging in gambling activities in the cities
visited is called Gambling Tourism.

18. Photographic Tourism

In this type of tourism, tourists would be interested in taking photographs of
natural and cultural elements in the destination visited.

19. Spa Tourism

Visit to mineral or hot water springs for the purpose of health is called Spa
Tourism. It is a year round activity.

Features of Special Interest Tourism

Special interest tourists have some distinguish features. This type of tourism is relatively expensive, if we exclude certain markets. Although the forms of tourist like students, backpackers and low-income may be able to afford some types of tourism like eco tourism, cultural tourism or adventure tourism, but the requisites for organizing such trips that it need to be organized independently.

Another feature of special interest tourists are that more likely they are of middle aged and are travelling with/without children (exceptions might be included in some forms of nature based or wildlife tourism) as many forms of special interest tourism are not opt or fascinating for children.

It is also common for tourists to travel alone. It has been observed that many special interest tourism destinations are enjoyed by such travelers whose interests lie in some specification that hardly any travelling companion can be found and hence the quality of facilities and services for single travelers is elementary in this sector.

It might be possible that while pursuing a single holiday at any special interest destination one can come across similar interest of other like minded people on holidays.

Special interest tourists may have other explicit needs, for example if the traveler is physically challenged, gay, old age or in poor health, operators must focus on arranging hotel services and means of transport with easy access for such disabled guests and deputing specially trained staff who can assist such visitors.

Gay visitors may prefer gay friendly hotels, spas, cruises or entertainment venues. Elderly visitors may want to visit medical spas but they need to be catered for properly and attended to buy qualify staff.

In terms of product characteristics and tourist motivations, SIT could be described as an activity which focuses on submissive, energetic, empirical, exploratory, innovative, rational, or soothing.

From the above facts we can conclude that special interest tourism has the following distinguished features which make it a unique:

1. Special Interest Tourism has been evolved from a search for new avenues which are likely to add and attract value to conventional tourism.
2. Gives a unique experience to the tourists of his/her special interest.
3. Tourist undertakes the journey for the unusual and not for the routine itinerary.
4. Tourists are travelling to a particular destination with the purpose of fulfilling a particular interest which can be pursued only at that destination.
5. It offers many alternative forms as it is developed by keeping tourist preference in mind.
6. There is a possibility that a variety of experiences can be offered at the same site or destination.

Scope of Special Interest Tourism

Scope of SIT is very wide because it provides numerous opportunities. So far as the
scope of SIT is concerned, this emerging form of tourism has huge scope in the terms of every stakeholder i.e. tourist, destination, travel agents and tour operators, host, government and obviously those who are reaping benefit indirectly.

Tourists get acquainted with some new attractions of his/her interest which has some unique and unbeatable features. With passage of time the area gets popularized and as a result the basic amenities like accommodation, transportation also get introduced. Tourists feel happy and satisfied.

The special interest destination is now being infested with the tourist of similar interest. Travel agents are the persons who are responsible for introducing the
special interest attractions in the market as a product through their package tours.

They are promoting special interest destinations for the sake of local community (host population) whose income is purely depended upon the spending of the visitors.

It is the travel agents and tour operators who are introducing new attractions into their itinerary and as a result the tourist is motivated to extend his/her duration of stay at the destination.

Hence, the locals are more benefitted with the spending of the tourist. The government receives revenue in the form of taxes collected on the products and services consumed by the travelers.

The features of SIT seems to be highly apprehensive in seeking both individual and interpersonal plunder and existing opportunities rather than with evading individual and interpersonal environments.

This implies that special interest tourism is less about escapism and relaxation, and more about active self development and gaining new experiences. Although activities may be enjoyable and therapeutic, there is usually either an educational or self improvement dimensions such as developing a fitter, healthier body or a more creative or lively mind.

So as SIT grows it becomes more typical and various former niche based activities are gaining the popularity as mass tourism.

Significance of Special Interest Tourism:

If we look back to analyze the significance of the special interest tourism, we get that it is beneficial to all the stakeholders of the tourism i.e. tourist, travel agents and tour operators, host community, government.

The tourist gets satisfaction by visiting the site of his/her interest for which he/she has spent time and money. Travel agents and tour operators make special itineraries for special interest tourist and hence they get business. They also carry responsibility to promote such tourist destinations.

The host gets benefit directly and indirectly by the spending of the tourists.

The government also gets benefit by promoting special interest tourism in the form of tax collection and revenues. The tourism receipt is further invested in establishing basic infrastructure required for the destination.

However, there are some other benefits of promoting special interest tourism and is mentioned below:

1. The activities experienced at a novel location which is unbeatable and possesses unique features and further it contributes into destination promotion in long terms.
2. As the special interest tourism has some additional features, it requires some new ambience at the site to allure visitors. Such attraction has option to include special events and activities and variations at the site.
3. Another benefit of special interest tourism is that it requires a new environment because the particular destination is going to cater the needs and wants of some special interest tourists. If the environment is not new why a tourist will come to that particular place?
4. With the promotion of special interest tourism sites, the tourists have opportunity of experiencing something new which is not available elsewhere.
5. In terms of investment opportunity, the special interest tourism is also beneficial due to low startup investment required in comparison to investments needed to develop mass, sun and beach tourism.
6. Special interest attractions exist and as a result the tourism policy makers find the right way to use the resources and manage them strategically.

Disadvantages of Special Interest Tourism

SIT also has its own disadvantages. Let us list down some.

1. Local community of the destination tries to control the intermediaries. But the local community is supposed to understand the evident role of the travel agents and tour operators in connecting the tourists with the destination.
2. It is somehow difficult for travel agent and tour operators to identify the exact location of the tourists of special interest.
3. Both the travel agents and tour operators and tourists carry some unavoidable risk.
4. Cost of the itinerary is high.

Characteristics of the Special Interest Tourists

The following characteristics may be recognized with special interest tourists:

Distinctive behaviour: As the interest is unique, the behaviour of the tourists
at the destination would also be unique.

Lavishness: The tourists involved in SIT would not hesitate to spend money
lavishingly to get their needs fulfilled.

Exclusive choice: The destination preferred by the special interest tourists
would be highly unique in such a way that they would prefer places meeting
their needs and wants.

Allocentric & Adventurous: They would be ever ready to take risks in their trips, so that they can have utmost enjoyment at the destination and can enrich their awareness and knowledge. They use to travel either alone or in group sharing common interests.

Knowledge oriented: They always want to enrich their knowledge by visiting destinations satisfying their needs. Just for the purpose of gaining knowledge, they would be ready to lead sophisticated life and to compromise with accommodation as well.

Latest Trends in Special Interest Tourism

Current trends in SIT are given as below:

1. Food Tourism – travelling to a place with a purpose of tasting and gaining knowledge on different recipes popular at the destination.

2. Event Tourism (MICE) – travelling to a place with a purpose of attending meetings, conferences and exhibitions and to enjoy the destination as well.

3. Wellness Tourism – undertaking trip to the places with an idea of maintain good health.

4. Medical Tourism – Travelling to the places with a purpose of getting benefits of world-class diagnosis, medical operations and treatment relatively at a cheaper price.

5. Sports Tourism–Observation or participation of the tourists in the sports activities, apart from the usual tourist activities at places popular for sports.

6. Ghost Tourism – This type of tourism is meant for those tourists seeking ghost hunt & walks and haunted. Though it would not involve any dangerous activities, it would, still, generate a feeling of thrill, fear and haunt.

7. Volunteer Tourism – The travel undertaken by the group of people with the objective of improving the living conditions of the places visited. It is also related to disaster tourism and eco-tourism.

8. Community Based Tourism (CBT): Tourism activities undertaken by the local communities at the rural areas with the aim of developing better livelihood in the rural areas with the help of tourism resources available at the rural areas.

9. Indigenous Tourism: Travel undertaken by the people with the purpose of attracting others with their indigenous products and services. It is related to cultural tourism.

In the same lines, we can also add Adventure Tourism, Grey Tourism, Yoga Tourism, White water sports tourism, Green Tourism, Urban Tourism, gaming etc.