from niche marketing to niche tourism

Travel is evolving rapidly the world over. There is a visible shift from mass tourism to niche tourism. It is a challenge before destinations and destination managers to prepare themselves to attract tourists around the niche in the coming time. Despite having diverse destinations and products, Iran's tourism industry is not yet able to rise to the level of being called a niche destination.This paper critically scrutinizes the positioning of niche tourism products in Iran. The paper will explore the different innovative ideas for improving tourism products. Thus, the paper is going to focus on different forms and positioning of tourism products in Iran. The benefits of this work to the academic community are the presentation of insights into niche tourism consumers, and an understanding of the challenges destinations face along the niche tourism life cycle. Finally, the practical benefits of this work to industry include a greater understanding of positioning and targeting their products. To illustrate this, our research is driven primarily on following significant niche tourism products: Historical, Medical and Ecotourism.The research methodologies and methods used are analyzed against current developments in tourism research.In addition determine the effective factor for attracting medical tourism to Iran. Iranian medical facilities according to special situation of Iran can provide a massive potential for medical and health tourism and Iran can become a hub of medical tourism in the region in future.

کلیدواژه ها:

niche tourism ، historical ، medical tourism ، eco tourism