Marketing Island Destinations

ISBN-13: 9780123849090 / Angielski / Twarda / 2010 / 186 str.

Acolla Lewis-Cameron; Sherma Roberts

Opis

Over the last 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 socio-economic 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.

Spis treści

1. Small Island Developing States: Issues and Prospects  2. Strategic Destination Marketing: The Key to a Competitive Advantage  3. Rebranding Norfolk Island – Is it Enough to Rebuild Visitor Numbers?  4. British and French Visitors’ Motivations and Images of Mauritius: A Qualitative Approach  5. Market Positioning: The Case of Barbados  6. Investigating Marketing Opportunities of a Politically Challenged Island Destination: The Case of North Cyprus  7. E-Marketing: An Evaluation of Tobago’s Official Tourism Website  8. Strategic Destination Marketing, Nagigi style: Olivia’s Homestay in Fiji  9. Tourism, Destination Imaging and the ‘New’ Paradigm: Rebranding Paradise in the Hawai‘ian Islands  10. Marketing St. Kitts and Nevis: Explore, Feel, Love, Remember  11. Port of Spain: The Meetings and Conventions Capital of the Southern Caribbean  12. Weathering the Storm – Crisis Marketing for Small Island Tourist Destinations  13. The Competitive Island Destination

O autorze

Acolla Lewis-Cameron, Sherma Roberts