Special Interest Tourism

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Part B
2.0 – The Chosen SIT Business
Mystery Shopping over the years has evolved from observing tribes and understanding their norms to concealed participant observations in a public setting by using checklists and codes to measure specific information about the service being provided (Wilson 2001, p.725). “Unlike customer-satisfaction surveys, the mystery shopping approach is used to measure the process rather tan the outcomes of a service encounter” (Wilson 2001, p.725). According to Brigit Trauer (2006), Special Interest Tourism has become more popular because of how people want to experience something out of the ordinary. Skydive Airlie Beach was the SIT business chosen because location is everything when it comes to skydiving since most people only ever do it once. This company is located in Whitsunday Islands and is described as “one of the most scenic drop-zones in Australia” (www.skydiveairliebeach.com.au). Since vacationing in Airlie Beach during Easter break, it was essential to make a booking early in order to secure a time. A screenshot of the companies website can be found in the appendix.
3.0 – Reasons for Conducting Mystery Shopping
The reasons for using mystery shopping allows emphasis on the service experience as it is happening and focusing on the activity and procedures rather than gathering opinions about the service (Wilson 2001, p.725). Mystery shopping can also measure more complex encounters in the special interest tourism market where required standards of performance need to be set as a prerequisite (Wilson 2001, p. 725). As stated in How Special is Special Interest Tourism by Bob McKercher and Andrew Chan (2005) SI tourists are also thought to spend more, stay longer, travel more frequently and particip...

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... P., Heitmann, S.,Dieke, P. Research Themes for Tourism. Wolverhampton, UK: University of Wolverhampton. 146-159.
Swarbrooke, J. (2003). Introduction, definitions and typologies. In: Swarbrooke, J., Beard, C., Leckie, S., Pomfret, G. Adventure Tourism: The New Frontier. Burlington, MA: Butterworth Heineman. 17 .

Thompson Rivers University. (2014). Adventure Tourism. Available: http://www.tru.ca/act/adventure/programs/adventureguide/adventuretourism.html. Last accessed 7th May 2014.

Tourism Queensland. (2008). Queensland Adventure Tourism: Action Plan. Available: http://www.tq.com.au/. Last accessed 7th May 2014.

Trauer, B. 2006. Conceptualizing special interest tourism—frameworks for analysis. Tourism Management, 27, 2, pp. 183-200.

Wilson, A. M. 2001. Mystery Shopping: Using Deception to Measure Service Performance. Psychology and Marketing, 18, 7, pp. 721-733

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