Due to changes in production paralleled with new technological developments, increased income and more free time, a new type of traveller emerged in the 1980s: the postmodern traveller (Nahrstedt, 1998: 416).
Experience, new interests, activity and education are the main characteristics of the travel style of this new type of tourist, and this new demand results in the continuous splintering of the tourist market as well as in new specialized forms of tourism (sports, religious, rural, congress, health, adventure, cultural tourism, etc.).
Postmodern tourists start their travel with the exact vision on what form of local community life they want to participate in; they have special interests which determine their choice of destination in advance; once in the destination, they do not expect a passive holiday but active development of their own interests complemented with local diversities, which enrich their existing knowledge.
The postmodern characteristics of all these types of tourists are pretty much the same no matter if their interests are in adventure, rural, cultural or some other form of tourism (Jelinčić 2009: 260).
It became clear to producers that tourist supply requires re-shaping according to the specialized tourism forms. At the same time, and opposed to the mass tourism market, the splintering of tourism into various forms has also resulted in narrow specialized markets called niches.
Cultural tourism has long been considered as a niche market. The concept of cultural tourism is generally applied to travel towards cultural resources regardless of the traveller’s initial motivation (Hughes, 1996:707).
Numbers also show a continuous growth in cultural tourism and it can be said that cultural tourism has become mass tourism activity.
Many destinations have developed tourism based solely on cultural offer.
Since the tourism market has continuously been splintering, the concept of a niche also changed.
As Jenkins and Jones claim, ‘the niche sells the location, not the other way around’ (Jenkins and Jones 2002:
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