Marketing island destinations [electronic book] : concepts and cases / edited by Acolla Lewis-Cameron, Sherma Roberts.

Contributor(s):

Material type: Text

TextSeries: Elsevier insightsPublication details: Oxford : Elsevier, 2010.Description: xiii, 171 pISBN:

0123849098
9780123849090

Subject(s):

Genre/Form:

Electronic books.

Additional physical formats: No titleOnline resources:

ScienceDirect eBook

Contents:

Small Island Developing States: Issues and Prospects / Sherma Roberts & Acolla Lewis-Cameron -- Strategic Destination Marketing: The Key to a Competitive Advantage / Acolla Lewis-Cameron & Sherma Roberts -- Rebranding Norfolk Island - is it enough to rebuild visitor numbers? / Bruce Prideaux & Terry Watson -- British and French Visitors' Motivations and Images of Mauritius: A Qualitative Approach / Girish Prayag -- Market Positioning: The case of Barbados / Jennifer V. Barrow and Sherma Roberts -- Investigating Marketing Opportunities of a Politically Challenged Island Destination: The case of North Cyprus / Erdogan Ekiz, Kashif Hussain, Stanislav Ivanov -- E-Marketing: An Evaluation of Tobago's Official Tourism Website / Sherma Roberts -- Strategic destination marketing, Nagigi style: Olivia's Homestay in Fiji / Anne Campbell -- Tourism, Destination Imaging and the 'New' Paradigm: Rebranding Paradise in the Hawai'ian Islands / Julie Tate -- Marketing St. Kitts and Nevis: Explore, Feel, Love, Remember / Novelette Morton, Devon Liburd & Carolyn James -- Port of Spain: The Meetings and Conventions Capital of the Southern Caribbean / Acolla Lewis-Cameron -- Weathering the Storm - Crisis Marketing for Small Island Tourist Destinations / Barney G. Pacheco and Acolla Lewis-Cameron -- The Competitive Island Destination / Acolla Lewis-Cameron & Sherma Roberts.

Summary: 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. Takes a multi-dimensional approach by addressing the amalgam of issues involved in the marketing of a destination By prefacing the case study discussions with the conceptual framework of destination marketing, the book provides a rich balance of theory and action in practice It adopts a small island developing state perspective of destination marketing.

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Enhanced descriptions from Syndetics:

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.

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. Takes a multi-dimensional approach by addressing the amalgam of issues involved in the marketing of a destination By prefacing the case study discussions with the conceptual framework of destination marketing, the book provides a rich balance of theory and action in practice It adopts a small island developing state perspective of destination marketing.

Electronic reproduction. Amsterdam : Elsevier Science & Technology, 2010. Mode of access: World Wide Web. System requirements: Web browser. Title from title screen (viewed on Aug. 4, 2010). Access may be restricted to users at subscribing institutions.

Table of contents provided by Syndetics

Preface (p. ix)
Foreword (p. xi)
Contributors (p. xiii)
1 Small Island Developing States: Issues and Prospects (p. 1)
Introduction (p. 1)
Definitions of SIDS (p. 2)
Traditional Perspectives on SIDS (p. 2)
New Perspectives on Small Island Developing States (p. 4)
Tourism Flows to SIDS - Implications for Competitiveness and Destination Marketing (p. 7)
Conclusion (p. 8)
2 Strategic Destination Marketing: The Key to a Competitive Advantage (p. 11)
Introduction (p. 11)
A Changing Global Marketplace (p. 12)
A Strategic Marketing Response (p. 15)
Conclusion (p. 20)
3 Rebranding Norfolk Island - Is it Enough to Rebuild Visitor Numbers? (p. 23)
Previous Research (p. 24)
Generations (p. 26)
The Norfolk Island Tourism Industry (p. 26)
Rebranding Norfolk Island (p. 31)
Conclusion (p. 34)
Discussion Questions (p. 35)
4 British and French Visitors' Motivations and Images of Mauritius: A Qualitative Approach (p. 37)
Introduction (p. 37)
Mauritius: Key and Star of the Indian Ocean (p. 37)
Theoretical Framework (p. 38)
Conclusion (p. 49)
Discussion Questions (p. 50)
5 Market Positioning: The case of Barbados (p. 53)
Introduction (p. 53)
Market Positioning (p. 53)
Product Differentiation (p. 54)
Tourism Development in Barbados (p. 55)
Barbados' Attributes and Image (p. 59)
Destination Attributes/Marketing Policy Convergence (p. 61)
Conclusion (p. 61)
Discussion Questions (p. 63)
6 Investigating Marketing Opportunities of a Politically Challenged Island Destination: The Case of North Cyprus (p. 65)
Introduction (p. 65)
The Competitive Destination (p. 66)
Background of Political Dispute in Cyprus (p. 67)
An Overview of Tourism in the Island of Cyprus (p. 68)
Tourism Development in North Cyprus and Available Potential Segments (p. 69)
Current Trends in North Cyprus (p. 72)
Marketing North Cyprus (p. 73)
Future Directions (p. 73)
Conclusions (p. 75)
Discussion Questions (p. 76)
7 E-Marketing: An Evaluation of Tobago's Official Tourism Website (p. 79)
Introduction (p. 79)
Tourism Development in Tobago (p. 80)
The Changing Role of DMOs (p. 82)
Destination Websites as an Online Marketing Tool (p. 85)
Evaluating the Tobago Website (p. 89)
Recommendations and Conclusion (p. 93)
Discussion Questions and Exercises (p. 94)
8 Strategic Destination Marketing, Nagigi Style: Olivia's Homestay in Fiji (p. 97)
Introduction (p. 97)
Case Study: Olivia's Homestay (p. 99)
Strategic Destination Marketing, Nagigi Style: Kere Kere, Intuition and Initiative (p. 100)
Summary (p. 103)
Key Issues (p. 105)
Discussion Questions (p. 105)
9 Tourism, Destination Imaging and the 'New' Paradigm: Rebranding Paradise in the Hawai'ian Islands (p. 109)
Introduction (p. 109)
Tourism Development in Hawai'i (p. 110)
Post-War Tourism and the Kama'aina Elite (p. 111)
Tourism in Hawai'i Today (p. 112)
Marketing Hawai'i: The HVCB and the HTA (p. 112)
A New Paradigm and the State of Hawai'i (p. 113)
Local Voices: A New Kind of Tourism (p. 115)
Conclusions (p. 116)
Discussion Questions (p. 117)
10 St Kitts and Nevis Marketing Strategies (p. 121)
Introduction (p. 121)
Tourism Development and Marketing in SKN (p. 121)
Marketing and Promotional Strategies for St Kitts (p. 124)
Branding St Kitts (p. 125)
Marketing Niche Products in St Kitts (p. 126)
Marketing the Events Segment in St Kitts (p. 126)
Strategic Partnerships in Destination Marketing for St Kitts (p. 127)
Tourism Development in Nevis (p. 128)
Target Market for Nevis (p. 128)
The Branding Strategy of Nevis (p. 129)
Nevis' Communication and Distribution Tools (p. 129)
Challenges Facing the Twin-Island Destination (p. 132)
The Way Forward (p. 132)
Discussion Questions (p. 132)
11 Port-of-Spain: The Meetings and Conventions Capital of the Southern Caribbean (p. 135)
Introduction (p. 135)
The Meetings and Conventions Industry (p. 135)
Trinidad: The Tourism Environment (p. 139)
The Meetings and Conventions Industry in Trinidad (p. 141)
The Marketing Strategy (p. 143)
Conclusion (p. 145)
Discussion Questions (p. 146)
12 Weathering the Storm - Crisis Marketing for Small Island Tourist Destinations (p. 149)
Introduction (p. 149)
The Caribbean Tourism Environment (p. 150)
Crises and Tourist Destinations (p. 151)
Destination Brand Equity and Crises Impacts (p. 152)
Crisis Mitigation and Recovery (p. 154)
Quadrant 1: High Destination Brand Equity/Exogenous Crisis (p. 156)
Quadrant 2: Low Destination Brand Equity/Exogenous Crisis (p. 157)
Quadrant 3: High Destination Brand Equity/Endogenous Crisis (p. 159)
Quadrant 4: Low Destination Brand Equity/Endogenous Crisis (p. 160)
Conclusion (p. 162)
Discussion Questions (p. 162)
13 The Competitive Island Destination (p. 165)
Introduction (p. 165)
SIDS Realities (p. 165)
Strategic Marketing Response (p. 166)
A Clear Identity (p. 166)
Effective Use of Marketing Tools (p. 168)
Armed for Crisis (p. 170)
Conclusion (p. 171)