Glamping SWOT Analysis Report

Strengths 18 National Glens Strong development of walking & cycling routes Highest concentration of Dark Sky Discovery Sites in the British Isles (26 sites) Huge Abundance of Wildlife including wallabies, basking sharks, dolphins. Large variety of unspoilt natural landscape Strong culture & heritage (Vikings, Celts, Mythology) Safe & secure atmosphere Huge area of coastline and beaches.	Weaknesses More difficult transport links to the Island than UK destinations. Unpredictable weather Lack of knowledge about the Isle of Man as tourism destination. Currently outdated image of the Isle of Man by UK consumers. Lack of indoor activities
Opportunities Currently a strong demand for domestic holidays i.e. Staycation boom High demand for unique locations (Isle of Man seen as exotic) Link with IOM events i.e. TT, Food & drink festival, Viking festival Link with tourism development initiatives i.e. Dark skies, hiking, cycling etc. Promote unique IOM heritage i.e. Vikings, Celtics, fairies, Manannan etc.	Threats Weather/coastal erosion of footpaths may damaging product. Poor Weather Strengthening overseas tourism market. Poor management of Glamping sites resulting in damaged countryside.

Conclusion

In conclusion the development of Glamping sites on the Isle of Man would be a benefit to visitor economy. From the research collected it can be seen Glamping is still a highly niche product, however demand is high and with the increase in UK domestic holidays, otherwise known as the staycation boom as a result of the poor economic climate, UK tourists will be searching for closer and more unique destinations, which puts the Isle of Man at a strong position.

Although current market volume for Glamping is low, the real benefit of the product, is its high media attention through the use of celebrity endorsement and promotional images, which could give the Isle of Man a more fresh and exciting image and in doing so attract the younger and more active market.

When analysing the Isle of Man as a tourism destination it is clear that the development of Glamping would easily compliment the new tourism product initiatives currently being pursued by the Isle of Man Tourism Board such as walking, cycling and nature routes as well as dark skies sites. Furthermore through the promotion of the Isle of Mans unique selling points like its culture & heritage, stunning scenery and safe surroundings, the Island could potentially create a strong Glamping product and in return increasing visitor numbers as well as maximise stay on a farm potential.

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Top Glamping Websites

http://www.ukcampsite.co.uk/articles/view.asp?id=257 http://goglamping.net/ http://www.love-glamping.co.uk/ http://www.glamping-uk.co.uk/ http://www.qualityintourism.com/quality-schemes/alternative-accommodation/

Reference

Mintel (2013) Camping and Caravanning - UK - April 2013 [online] last accessed 14th May 2014 at: http://oxygen.mintel.com/display/638029/ Mintel (2014) Holiday Review - UK - January 2014 [online] last accessed 14th May 2014 at: http://oxygen.mintel.com/display/679605/ Mintel (2013) Domestic Tourism - UK - September 2013 [online] last accessed 14th May 2014 at: http://oxygen.mintel.com/display/638259/

Country Cabins (2012) The Glamping Market - Short breaks with nature [online] last accessed 14th May 2014 at: http://www.country-cabins.co.uk/the-glamping-market.html