Using Local Cuisines when Promoting Small Caribbean Island Destinations

Keywords

local cuisine, culinary tourism, marketing, tourism, food, sustainable tourism, Carribean items, content analysis

Abstract

This study compares how four Caribbean small islands—Aruba, the Dominican Republic, Jamaica, and Martinique—use 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.

Publication Date

5-9-2013

Original Citation

Okumus, F. Kock, G. Scantbury, M. and Okumus, B. (2013). Using Local Cuisines When Promoting Small Caribbean Island Destinations, Journal of Travel and Tourism Marketing (SSCI journal), 30 (4), 410-429.

Number of Pages

410-429

Document Type

Paper

Language

English

Source Title

Journal of Travel and Tourism Marketing

Volume

30

Issue

4

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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