A key underpinning concept for REAL tourism is authenticity of experience, which is often related to the environment and culture and seen to be unaffected by "mass" tourism.
The New Tourists prefer to be regarded as travellers and not tourists. Some specific points which need to be kept in mind while dealing with the New Tourist are:
- This type of traveller requires a completely different marketing approach. They avoid conventional glossy marketing mechanisms and prefer to use reliable sources such as word of mouth referrals, their own independent research and trusted publications;
- They desire experiences as opposed to products and services;
- They can be called experiential traveller s, they extend across all age groups and traditional market segments;