Research on the Niche Breadth Measurement Model for Tourism Enterprises

Against the backdrop of the rapid growth of the tourism industry, the homogeneity of tourism products has induced vicious competition among tourism enterprises and hindered the development of the industry. Based on previous research, this paper proposes the concept and connotation of the niche breadth of tourism enterprises, and then introduces a 3D measurement model for niche breadth by conducting interviews and a questionnaire survey among tourism enterprises in China. Exploratory and confirmatory factor analyses are employed to verify the data. This model can help tourism enterprises effectively measure and analyze their niche breadth, achieve diversification, and differentiate themselves from their competitors.