Marketing Strategies for Cultural Heritage Tourism in Jamaica

By Ann-Marie Simpson

Heiitage Tourism is a huge and important segment of the Tourism Industry and it is growing fast.  Many communities, organization and groups have discovered how important it is to protect and manage their local heritage resources.  Resources reflect the distinctiveness of the people and events important to the lifestyle and history of a community,  These resources include buildings, neighbourhoods, districts, sites, landscapes and vistas, products, foods, events and more. 

This book aids in assisting the wider cross-section of the world although it is a case study of the Jamaican Tourism Industry.  The strategies and marketing sources can and will assist other businesses peered into calculatively.

• Language: English
• Publisher: Ann-Marie Simpson
• Release date: Jun 26, 2020
• ISBN: 9781393121145

Book preview

ABSTRACT

This research will highlight the different marketing strategies that are used to market the cultural heritage tourism in Jamaica, as this region is full of creativity and all manmade natural historic sites.  Building, restoring and sustaining these aspects of the country can create diversification and development in many aspects that will bring greater benefits and increased tourist visits to the island.  By doing this the stakeholders in the industry of tourism need to create effective marketing packages and highlight the educational aspects of this niche.   

ACKNOWLEDGEMENT

With sincere thanks to all my supporters during my research namely Mr. Duane Daley, lecturer, my mother Mrs. Dorrell Smith-Black whom have assisted me in compiling and providing useful advice for the paper, in order to make it effective, I would like to express many thanks.

Without careful guidance and knowledge through Ms. Gudapati, my lecturer, this book would not have been compiled in accordance with the stages of development that was required.

My most humble thanks to you Ms. Gudapati.

TABLE OF CONTENTS

Abstract          i

Acknowledgement         ii

Table of Contents         iii

List of Appendices          iv

List of Diagrams         v

List of Table (s)          vi  

CHAPTER 1

1.0  Introduction         6-7

1.1  Culture         7-9

1.2  Marketing cultural heritage tourism     9

1.3  Purpose of this study       10

1.4  Significance of this study       11

1.5  Statement of the problem        11

1.6  Research Questions and/or Hypothesis      11-12

1.7  Definition of Terms       13

CHAPTER II 

1.8 Literature Review        14-15   

1.9 The Importance of Tourism to Jamaica       15-16

2.0 History of the Tourism Industry in Jamaica      16-17

2.1 Globally Marketing Tourism in the Caribbean       18-22

2.2 Effective Marketing and Promotional Strategies      22-24

2.3 Niche Tourism         24-26

2.4 The Drivers for Niche Tourism      26-28

2.5 Competitive Strategies for Niche Tourism    28-29

2.6 Cultural Tourism        29-31

2.7 The Purpose of Culture       31

2.8 Cultural Differences        32

2.9 Cross Cultural Differences in Behaviour      32-33

3.0 Why Heritage Tourism        33-38

CHAPTER III 

Methodology           39

Sample Population         39

Research design         39-40

Instruments used in research        40-41

Organizational results         41

CHAPTER IV

Research findings and analysis       42

Cultural heritage          42-44

Marketing through intermediaries       44-45

The Accommodation Sector         45-46

Technology          46-47

Niche Tourism         47-48

Analysis          48

CHAPTER V

Discussion on findings        50

Recommendation          50-51

Conclusion          52-53

References          54

Appendix           55-57

CHAPTER I

1.0  Introduction

Hutchinson (1957), Niche Tourism, Contemporary issues, trends and cases, is widely credited with introducing the concept of ‘niche’ referring, in its widest sense, to a region in a multidimensional space characterized by environmental factors that affect the welfare of the species.  Thus, in broad terms, niche refers to an optimum location, which an organism can exploit in terms of resources in the presence of its competitors.  It is easy to see the analogy to the world of business and so we may talk, for instance, of a company finding its particular or appropriate niche. 

The niche market of tourism is very wide, to name a few but, not limited to cultural and heritage tourism, art, music, folklore, culinary and natural monuments such as the Blue Mountain Peak, Port Royal, the Great House of Rosehall, National Heroes Park and others.  Smith (2003, pg.37), Niche Tourism, Contemporary issues, trends and cases, for instance highlights a typology of cultural tourists that is largely defined by ‘typical places’ tourist visit and ‘activities of interest’ that tourist engage in.  Thus the ‘arts tourists’ goes to the theatre, attends concerts, festivals and events, visits galleries and literary sites, whilst the ‘popular culture tourist’ may visit main heritage sites, themed attractions, shopping malls as well as pop concerts and sporting events".  Throughout this research, the researcher will be exploring the marketing strategies of cultural and heritage tourism from the Jamaican perspective.  The aim of this study is to highlight the cultural and heritage tourism through marketing and promotional strategies used and practically others that can be implemented to advance the definition of destination attractions.

1.1 Culture 

The researcher defines culture as the distinctive and creative ways of expressing the character of a person that is perceived by a nation’s history through their form of clothing, dance, painting, story-telling and art forms that are common to that nation.  The Caribbean islands are