Part B2.0 – The BusinessMystery Shopping SIT chosen over the years has evolved from observing tribes and understanding their norms to covert observation of participants in a public setting 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 how people want to experience something out of the ordinary. Skydive Airlie Beach was the SIT company of choice because 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 drop zones" (www.skydiveairliebeach.com.au). As I was holidaying in Airlie Beach over the Easter holidays, it was essential to book in advance to secure a time. A screenshot of the company's website can be found in Appendix.3.0 – Reasons for Conducting Mystery Shopping The reasons for using Mystery Shopping allow you to emphasize the experience of the service as it unfolds and focus on the business and procedures rather than gathering 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 need to be established as a prerequisite (Wilson 2001, p. 725). As stated in How Special is Special Interest Tourism by Bob McKercher and Andrew Chan (2005), 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). Adventure tourism in Queensland: action plan. Available: http://www.tq.com.au/. Last accessed 7 May 2014.Trauer, B. 2006. Conceptualizing special interest tourism: analytical frameworks. Tourism Management, 27, 2, pp. 183-200.Wilson, A. M. 2001. Mystery Shopping: Using Deception to Measure Service Performance. Psychology and Marketing, 18, 7, pp. 721-733