Pub. Date:
Taylor & Francis
Marketing Island Destinations / Edition 1

Marketing Island Destinations / Edition 1

by Acolla Lewis, Sherma Roberts
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Over the past three decades, tourism has emerged as a major force in the global economy, with most countries, whether developed or developing, having increasing opportunities to participate, as both host and guest, in this socioeconomic phenomenon. Competition for a share of the tourism market has intensified as rapid tourism developments have been undertaken by various destinations in an attempt to reap those economic benefits from one of the world's leading industries. The growth in tourism has propelled significant changes in the way in which destinations are managed and marketed. The challenge for many small island destinations is how to become or remain competitive. It is against this background that destination marketing has assumed the critical role of ensuring that the destination lifecycle does not enter into a stage of saturation and decline, and the destination is able to adapt to the changing marketplace, seize opportunities and sustain its vitality.This book takes a holistic approach and considers marketing from a macro perspective, from the view of the destination.

Product Details

ISBN-13: 9780123849090
Publisher: Taylor & Francis
Publication date: 07/29/2010
Series: Elsevier Insights
Pages: 186
Product dimensions: 6.20(w) x 9.10(h) x 0.80(d)

Table of Contents

Preface ix

Foreword xi

Contributors xiii

1 Small Island Developing States: Issues and Prospects Sherma Roberts Acolla Lewis-Cameron 1

Introduction 1

Definitions of SIDS 2

Traditional Perspectives on SIDS 2

New Perspectives on Small Island Developing States 4

Tourism Flows to SIDS - Implications for Competitiveness and Destination Marketing 7

Conclusion 8

2 Strategic Destination Marketing: The Key to a Competitive Advantage Acolla Lewis-Cameron Sherma Roberts 11

Introduction 11

A Changing Global Marketplace 12

A Strategic Marketing Response 15

Conclusion 20

3 Rebranding Norfolk Island - Is it Enough to Rebuild Visitor Numbers? Bruce Prideaux Terry Watson 23

Previous Research 24

Generations 26

The Norfolk Island Tourism Industry 26

Rebranding Norfolk Island 31

Conclusion 34

Discussion Questions 35

4 British and French Visitors' Motivations and Images of Mauritius: A Qualitative Approach Girish Prayag 37

Introduction 37

Mauritius: Key and Star of the Indian Ocean 37

Theoretical Framework 38

Conclusion 49

Discussion Questions 50

5 Market Positioning: The case of Barbados Jennifer V. Barrow Sherma Roberts 53

Introduction 53

Market Positioning 53

Product Differentiation 54

Tourism Development in Barbados 55

Barbados' Attributes and Image 59

Destination Attributes/Marketing Policy Convergence 61

Conclusion 61

Discussion Questions 63

6 Investigating Marketing Opportunities of a Politically Challenged Island Destination: The Case of North Cyprus Erdogan H. Ekiz Kashif Hussain Stanislav Ivanov 65

Introduction 65

The Competitive Destination 66

Background of Political Dispute in Cyprus 67

An Overview of Tourism in the Island of Cyprus 68

Tourism Development in North Cyprus and Available Potential Segments 69

Current Trends in North Cyprus 72

Marketing North Cyprus 73

Future Directions 73

Conclusions 75

Discussion Questions 76

7 E-Marketing: An Evaluation of Tobago's Official Tourism Website Sherma Roberts 79

Introduction 79

Tourism Development in Tobago 80

The Changing Role of DMOs 82

Destination Websites as an Online Marketing Tool 85

Evaluating the Tobago Website 89

Recommendations and Conclusion 93

Discussion Questions and Exercises 94

8 Strategic Destination Marketing, Nagigi Style: Olivia's Homestay in Fiji Anne Campbell 97

Introduction 97

Case Study: Olivia's Homestay 99

Strategic Destination Marketing, Nagigi Style: Kere Kere, Intuition and Initiative 100

Summary 103

Key Issues 105

Discussion Questions 105

9 Tourism, Destination Imaging and the 'New' Paradigm: Rebranding Paradise in the Hawai'ian Islands Julie Tate-Libby 109

Introduction 109

Tourism Development in Hawai'i 110

Post-War Tourism and the Kama'aina Elite 111

Tourism in Hawai'i Today 112

Marketing Hawai'i: The HVCB and the HTA 112

A New Paradigm and the State of Hawai'i 113

Local Voices: A New Kind of Tourism 115

Conclusions 116

Discussion Questions 117

10 St Kitts and Nevis Marketing Strategies Novelette Morton Devon Liburd Carolyn James 121

Introduction 121

Tourism Development and Marketing in SKN 121

Marketing and Promotional Strategies for St Kitts 124

Branding St Kitts 125

Marketing Niche Products in St Kitts 126

Marketing the Events Segment in St Kitts 126

Strategic Partnerships in Destination Marketing for St Kitts 127

Tourism Development in Nevis 128

Target Market for Nevis 128

The Branding Strategy of Nevis 129

Nevis' Communication and Distribution Tools 129

Challenges Facing the Twin-Island Destination 132

The Way Forward 132

Discussion Questions 132

11 Port-of-Spain: The Meetings and Conventions Capital of the Southern Caribbean Acolla Lewis-Cameron 135

Introduction 135

The Meetings and Conventions Industry 135

Trinidad: The Tourism Environment 139

The Meetings and Conventions Industry in Trinidad 141

The Marketing Strategy 143

Conclusion 145

Discussion Questions 146

12 Weathering the Storm - Crisis Marketing for Small Island Tourist Destinations Barney G. Pacheco Acolla Lewis-Cameron 149

Introduction 149

The Caribbean Tourism Environment 150

Crises and Tourist Destinations 151

Destination Brand Equity and Crises Impacts 152

Crisis Mitigation and Recovery 154

Quadrant 1: High Destination Brand Equity/Exogenous Crisis 156

Quadrant 2: Low Destination Brand Equity/Exogenous Crisis 157

Quadrant 3: High Destination Brand Equity/Endogenous Crisis 159

Quadrant 4: Low Destination Brand Equity/Endogenous Crisis 160

Conclusion 162

Discussion Questions 162

13 The Competitive Island Destination Acolla Lewis-Cameron Sherma Roberts 165

Introduction 165

SIDS Realities 165

Strategic Marketing Response 166

A Clear Identity 166

Effective Use of Marketing Tools 168

Armed for Crisis 170

Conclusion 171

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