Using Local Cuisines when Promoting Small Caribbean Island Destinations
Fevzi Okumuş, Gerald Kock, Michael M. G. Scantlebury, Bendegül Okumuş
Journal of Travel & Tourism Marketing
Abstract
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.
Extracted Claims
3 claims extracted from this paper into the knowledge graph
Jamaica uses mainly fruit and vegetable imagery
“Jamaica, in contrast, uses mainly fruit and vegetable imagery.”
Martinique uses local cuisine most aggressively
“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 he...”
local cuisines used for tourism promotion
“This study compares how four Caribbean small islands—Aruba, the Dominican Republic, Jamaica, and Martinique—use their authentic cuisines to promote their destinations.”