Part B2.0 – SIT BusinessMystery Shopping over the years has evolved from observing tribes and understanding their norms to covert observations of participants in a public setting in using checklists and codes to measure specific information about the service provided (Wilson 2001, p.725). “Unlike customer satisfaction surveys, the mystery shopping approach is used to measure the process rather than the results of a service encounter” (Wilson 2001, p.725). According to Brigit Trauer (2006), special interest tourism has become more popular because of people's desire to experience something out of the ordinary. Skydive Airlie Beach was the company chosen by the SIT as location is everything when it comes to skydiving as most people only do it once. This company is located in the Whitsunday Islands and is described as "one of Australia's most scenic jump areas" (www.skydiveairliebeach.com.au). Since we were vacationing in Airlie Beach over the Easter holidays, it was essential to book early to guarantee a time. A screenshot of the company's website is available in the appendix.3.0 – Reasons for mystery shoppingThe reasons for mystery shopping focus on the service experience as it occurs. product and to focus on the activity and procedures rather than collecting opinions about the service (Wilson 2001, p.725). Mystery shopping can also measure more complex encounters in the special interest tourism market, where required performance standards must be set as a prerequisite (Wilson 2001, p. 725). As noted in How Special is Special Interest Tourism by Bob McKercher and Andrew Chan (2005), IS tourists are also thought to spend more, stay longer, travel more frequently, and participate...... middle of paper ...... P., Heitmann, S., Dieke, P. Research topics for tourism. Wolverhampton, UK: University of Wolverhampton. 146-159. Swarbrooke, J. (2003). Introduction, definitions and typologies. In: Swarbrooke, J., Beard, C., Leckie, S., Pomfret, G. Adventure tourism: the new frontier. Burlington, MA: Butterworth Heineman. 17.Thompson Rivers University. (2014). Adventure tourism. Available: http://www.tru.ca/act/adventure/programs/adventureguide/adventuretourism.html. Last accessed 7 May 2014.Tourism Queensland. (2008). Queensland Adventure Tourism: Action Plan. Available: http://www.tq.com.au/. Last accessed May 7, 2014. Trauer, B. 2006. Conceptualizing special interest tourism – analytical frameworks. Tourism Management, 27, 2, pp. 183-200.Wilson, AM 2001. Mystery shopper: using deception to measure service performance. Psychology and marketing, 18, 7, pp. 721-733