Branding strategies for niche tourism products: the case of “gastronomic tourism” and “digital nomad destinations” [Articol]

Abstract

Purpose of the article: This article aims to examine strategic approaches to branding niche tourism products, focusing on the cases of “gastronomic tourism” and “destinations for digital nomads.” The study highlights how brand strategies contribute to differentiation, competitive positioning, and the creation of unique value propositions in niche tourism markets. Methodology: The research is based on a qualitative comparative case study approach. It combines desk research, analysis of secondary data, and content analysis of existing branding campaigns in both segments. The study also applies theoretical frameworks from destination branding and niche marketing to interpret the findings. Conclusions: The study identifies key branding strategies that enhance the market visibility and attractiveness of niche tourism products. It concludes that successful branding in niche tourism relies on authentic storytelling, community engagement, and alignment with evolving traveler values such as sustainability, experience orientation, and digital mobility. Originality: This article contributes to the literature by linking brand strategy development with emerging niche tourism markets and by providing comparative insights between two distinct yet growing segments-gastronomic tourism and digital nomad destinations. The findings offer practical implications for destination managers, tourism entrepreneurs, and policy-makers.