Title

Using Local Cuisines when Promoting Small Caribbean Island Destinations

Authors

Authors

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

Comments

Authors: contact us about adding a copy of your work at STARS@ucf.edu

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

Share

COinS