Towns in the tourism business are in "sales," trying to sell their town to potential customers (tourists). Like companies that sell soap or cars, towns compete for customers, hoping to convince tourists to visit them. Most business consultants who advise companies on how to sell a product say they must "differentiate" in order to compete. They should develop a "market niche," something that differentiates their product.
The irony is that while tourism towns are in sales, and therefore should distinguish their community from others, most places are beginning to look more and more alike. It's been called "The Geography of Nowhere."
Further, standardized development can mean "tourism attractions" have little to do with local customs - they're inappropriate for the community.
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If differentiation is key, why turn your town into Cookie Cutter, USA? One way to enhance a place's uniqueness is to build on the region's cultural heritage, natural setting, and built environment, because no two are alike. Hence, in the search for a "market niche," a community's history, environment, and streetscape are among its most important assets.
Civic Tourism helps communities identify, develop, and use their distinguishing market niche.
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