Using Local Cuisines when Promoting Small Caribbean Island Destinations

    Authors

    F. Okumus; G. Kock; M. M. G. Scantlebury;B. Okumus

    Comments

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    Abbreviated Journal Title

    J. Travel Tour. Mark.

    Keywords

    Local cuisine; culinary tourism; marketing; tourism; food; sustainable; tourism; Caribbean islands; content analysis; TOURISM EXPERIENCE; FOOD TOURISM; WEB SITES; BEHAVIOR; FUTURE; IMAGE; Hospitality, Leisure, Sport & Tourism

    Abstract

    This study compares how four Caribbean small islandsAruba, the Dominican Republic, Jamaica, and Martiniqueuse their authentic cuisines to promote their destinations. Brochures, catalogs, websites, and other promotional materials for each destination were content analyzed. Although all four destinations seem to use their authentic cuisines for tourism promotion, key differences exist among these islands in their marketing and promotional strategies. Martinique appears to use its local cuisine most aggressively, using a combination of locally prepared foods, cocktails, rum, fruits, and vegetables to visually portray this aspect of the country's heritage. Jamaica, in contrast, uses mainly fruit and vegetable imagery. The study findings suggest a need for these four Caribbean island destinations to develop expertise in culinary tourism, followed by promotion through brochures, catalogs, websites, and other marketing materials.

    Journal Title

    Journal of Travel & Tourism Marketing

    Volume

    30

    Issue/Number

    4

    Publication Date

    1-1-2013

    Document Type

    Article

    Language

    English

    First Page

    410

    Last Page

    429

    WOS Identifier

    WOS:000319043200007

    ISSN

    1054-8408

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