Long tail tourism: New geographies for marketing niche tourism products

Research output: Contribution to journalArticle

41 Scopus citations

Abstract

The Long Tail concept refers to the Internet-based economy that has enabled company success through a focus on highly specialized services and products that are not in high volume demand, but maybe in high-value demand. The concept of the post-tourist, for example, is a Long Tail phenomenon. Long Tail marketing approaches are proving success due to advances in communication technology and social networking that have given more people access to a broader range of goods and services and information. The Long Tail is not without its challenges, including increased global competition, and it has not abandoned geographic considerations. Geography, in fact, can help to differentiate niche products and must still be overcome to consummate the tourist experience.

Original languageEnglish (US)
Pages (from-to)409-419
Number of pages11
JournalJournal of Travel and Tourism Marketing
Volume25
Issue number3-4
DOIs
StatePublished - Dec 1 2008

Keywords

  • Geography
  • Marketing
  • Social software
  • The Internet
  • The Long Tail

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing

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