Marketing Island Destinations

1st Edition

Concepts and Cases

Editors: Acolla Lewis-Cameron Sherma Roberts
Hardcover ISBN: 9780123849090
Imprint: Elsevier
Published Date: 28th July 2010
Page Count: 186


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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.

Key Features

  • 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


Tourism and marketing professionals

Table of Contents

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

  3. Strategic Destination Marketing: The Key to a Competitive Advantage
  4. Acolla Lewis-Cameron & Sherma Roberts

  5. Rebranding Norfolk Island – is it enough to rebuild visitor numbers?
  6. Bruce Prideaux & Terry Watson

  7. British and French Visitors’ Motivations and Images of Mauritius: A Qualitative Approach
  8. Girish Prayag

  9. Market Positioning: The case of Barbados

         Jennifer V. Barrow and Sherma Roberts

6. Investigating Marketing Opportunities of a Politically Challenged Island Destination: The case of North Cyprus

    Erdogan Ekiz, Kashif Hussain, Stanislav Ivanov

7. E-Marketing: An Evaluation of Tobago’s Official Tourism Website

          Sherma Roberts

8. Strategic destination marketing, Nagigi style: Olivia’s Homestay in Fiji

    Anne Campbell

9. Tourism, Destination Imaging and the ‘New’ Paradigm: Rebranding Paradise in the Hawai‘ian Islands

    Julie Tate

10. Marketing St. Kitts and Nevis: Explore, Feel, Love, Remember

    Novelette Morton, Devon Liburd & Carolyn James

11. Port of Spain: The Meetings and Conventions Capital of the Southern Caribbean

    Acolla Lewis-Cameron

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

13. The Competitive Island Destination
Acolla Lewis-Cameron & Sherma Roberts


No. of pages:
© Elsevier 2010
Hardcover ISBN:

About the Editor

Acolla Lewis-Cameron

Affiliations and Expertise

University of the West Indies, St. Augustine, Trinidad

Sherma Roberts

Affiliations and Expertise

University of West Indies, Cavehill, Barbados