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Preface | |
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Foreword | |
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Contributors | |
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Small Island Developing States: Issues and Prospects | |
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Introduction | |
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Definitions of SIDS | |
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Traditional Perspectives on SIDS | |
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New Perspectives on Small Island Developing States | |
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Tourism Flows to SIDS - Implications for Competitiveness and Destination Marketing | |
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Conclusion | |
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Strategic Destination Marketing: The Key to a Competitive Advantage | |
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Introduction | |
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A Changing Global Marketplace | |
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A Strategic Marketing Response | |
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Conclusion | |
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Rebranding Norfolk Island - Is it Enough to Rebuild Visitor Numbers? | |
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Previous Research | |
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Generations | |
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The Norfolk Island Tourism Industry | |
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Rebranding Norfolk Island | |
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Conclusion | |
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Discussion Questions | |
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British and French Visitors' Motivations and Images of Mauritius: A Qualitative Approach | |
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Introduction | |
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Mauritius: Key and Star of the Indian Ocean | |
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Theoretical Framework | |
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Conclusion | |
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Discussion Questions | |
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Market Positioning: The case of Barbados | |
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Introduction | |
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Market Positioning | |
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Product Differentiation | |
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Tourism Development in Barbados | |
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Barbados' Attributes and Image | |
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Destination Attributes/Marketing Policy Convergence | |
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Conclusion | |
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Discussion Questions | |
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Investigating Marketing Opportunities of a Politically Challenged Island Destination: The Case of North Cyprus | |
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Introduction | |
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The Competitive Destination | |
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Background of Political Dispute in Cyprus | |
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An Overview of Tourism in the Island of Cyprus | |
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Tourism Development in North Cyprus and Available Potential Segments | |
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Current Trends in North Cyprus | |
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Marketing North Cyprus | |
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Future Directions | |
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Conclusions | |
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Discussion Questions | |
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E-Marketing: An Evaluation of Tobago's Official Tourism Website | |
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Introduction | |
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Tourism Development in Tobago | |
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The Changing Role of DMOs | |
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Destination Websites as an Online Marketing Tool | |
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Evaluating the Tobago Website | |
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Recommendations and Conclusion | |
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Discussion Questions and Exercises | |
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Strategic Destination Marketing, Nagigi Style: Olivia's Homestay in Fiji | |
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Introduction | |
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Case Study: Olivia's Homestay | |
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Strategic Destination Marketing, Nagigi Style: Kere Kere, Intuition and Initiative | |
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Summary | |
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Key Issues | |
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Discussion Questions | |
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Tourism, Destination Imaging and the 'New' Paradigm: Rebranding Paradise in the Hawai'ian Islands | |
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Introduction | |
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Tourism Development in Hawai'i | |
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Post-War Tourism and the Kama'aina Elite | |
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Tourism in Hawai'i Today | |
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Marketing Hawai'i: The HVCB and the HTA | |
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A New Paradigm and the State of Hawai'i | |
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Local Voices: A New Kind of Tourism | |
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Conclusions | |
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Discussion Questions | |
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St Kitts and Nevis Marketing Strategies | |
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Introduction | |
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Tourism Development and Marketing in SKN | |
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Marketing and Promotional Strategies for St Kitts | |
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Branding St Kitts | |
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Marketing Niche Products in St Kitts | |
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Marketing the Events Segment in St Kitts | |
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Strategic Partnerships in Destination Marketing for St Kitts | |
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Tourism Development in Nevis | |
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Target Market for Nevis | |
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The Branding Strategy of Nevis | |
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Nevis' Communication and Distribution Tools | |
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Challenges Facing the Twin-Island Destination | |
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The Way Forward | |
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Discussion Questions | |
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Port-of-Spain: The Meetings and Conventions Capital of the Southern Caribbean | |
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Introduction | |
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The Meetings and Conventions Industry | |
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Trinidad: The Tourism Environment | |
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The Meetings and Conventions Industry in Trinidad | |
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The Marketing Strategy | |
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Conclusion | |
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Discussion Questions | |
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Weathering the Storm - Crisis Marketing for Small Island Tourist Destinations | |
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Introduction | |
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The Caribbean Tourism Environment | |
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Crises and Tourist Destinations | |
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Destination Brand Equity and Crises Impacts | |
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Crisis Mitigation and Recovery | |
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Quadrant 1: High Destination Brand Equity/Exogenous Crisis | |
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Quadrant 2: Low Destination Brand Equity/Exogenous Crisis | |
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Quadrant 3: High Destination Brand Equity/Endogenous Crisis | |
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Quadrant 4: Low Destination Brand Equity/Endogenous Crisis | |
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Conclusion | |
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Discussion Questions | |
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The Competitive Island Destination | |
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Introduction | |
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SIDS Realities | |
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Strategic Marketing Response | |
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A Clear Identity | |
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Effective Use of Marketing Tools | |
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Armed for Crisis | |
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Conclusion | |