Unique selling propositions and destination branding: A longitudinal perspective on the Caribbean tourism in transition

A recurring theme in the tourism literature is how travelers and tourism businesses perceive the concept of diversity and uniqueness of attractions pinned to places called tourism destinations and respond to their perceptions. In this backdrop, the primary focus of this research is a reexamination of the unique selling proposition (USP) based tourism marketing practice that various Caribbean island nations unleased since the early 2000\u27s. The extent of USP adoption in the web-based marketing campaigns of these destinations over a timeline from 2004 to 2014 is studied. Analysis shows that higher level USP use initially rose, reached a peak, and then declined. Also, over the years, destinations high in attraction diversity tended to delimit themselves from using highly targeted USPs while their counterparts with less attraction diversity routinely employed hierarchically superior USP slogans. The exact number of attractions in a destination country did not significantly imply the choice of slogans as much as the attraction type diversity. In order to achieve these objectives, an \u27attraction diversity index\u27 is proposed, which is a measure of the diversity of attraction types in a destination area. The research opens up further questions about the moderating role of product diversity in uniqueness centered marketing programs. It is recommended that marketers leverage the mass customization potential underlying in the contemporary progress in the information and communication technologies and tailor make USPs that reflect individual and small group aspirations about destination offerings

Reassessing the effect of colour on attitude and behavioural intentions in promotional activities: The moderating role of mood and involvement

The present research examines the effect of background colour on attitude and behavioural intentions in various promotional activities taking into consideration the moderating role of mood and involvement. Three experiments reflecting different promotional activities (window display, consumer trade show, guerrilla marketing) were conducted for this purpose. Overall, findings indicate that cool background colours, in contrast to warm colours, induce more positive attitudes and behavioural intentions mainly in positive mood, and low involvement conditions. Implications are also discussed

Cuban Tourism in the Caribbean Context: A Regional Impact Assessment

The impact of a free Cuban tourism market will be substantial, with great potential—especially over the short term—to draw market share away from other Caribbean destinations and even tourism destinations on the U.S. mainland. The magnitude and nature of this impact will be determined in large measure by strategic decisions that must be faced now and in the near future—both by Cuba and its Caribbean competitors (or partners). Regional approaches to tourism planning, development, and marketing offer some promise for “growing” the Caribbean regional tourism pie, rather than simply cutting smaller slices from the existing pie

In Search of Competitive Advantage in Caribbean Tourism Websites

The intense competitiveness of the global tourism industry increasingly demands the most effective possible marketing for individual destinations. The strategic management literature suggests that competitive advantage can be gained through capitalizing on a destination\u27s unique attributes. In marketing terms, this translates as “competitive positioning.” To what extent do the individual destinations of the Caribbean seek to competitively position themselves as unique attractions among their many competitors? This paper returns to the concept of the Unique Selling Proposition (USP) as a practical and straightforward framework for analyzing distinctiveness in tourism marketing. An exploratory analysis of web-based marketing in the Caribbean suggests widespread failure of destinations to market themselves in terms of unique competitive positioning. The analysis also reveals several exemplary models of the USP concept in tourism marketing, suggesting opportunities for greater regional cooperation through stronger individual destination identities

The Competitiveness of the Cuban Tourism Industry in the Twenty-First Century: A Strategic Re-Evaluation

Cuba holds great potential for competitiveness within the Caribbean regional, and even global, tourism industry. The question Can Cuba realize this potential? looms increasingly large across the region and within U.S. tourism interests, as Castro\u27s health is in question and brother Raul assumes more control over the country\u27s political economy. This article analyzes the Cuban tourism industry\u27s current position in the context of leading current models of competitive advantage. It is concluded that, in the case of Cuba, ambitious competitive strategies have been diminished to date by less-focused execution in practice. In general, however, careful analysis of competitive positioning can provide potential for greater success of individual destinations and enhanced regional cooperation

Building and Positioning Successful Study-Abroad Programs

The growth in importance of international education is inescapable. The ability to effectively compete in the global environment is linked to many factors -one of which is a knowledge and understanding of the cultures involved. The traditional classroom approach to international business education, while useful, is limited in scope and impact. We approach the issue of international business education from a hands-on, action-oriented immersion approach -the study-abroad program. This paper examines the specifics of developing and implementing such a program, as well as pitfalls to avoid

The Hershey Sugar Mill in Cuba: From Global Industrial Heritage to Local Sustainable Tourism Development

Although now abandoned, the Hershey sugar mill represents much of Cuba’s history, heritage, culture, and economy. The associated company town, nature gardens, and electric rail line remain in use to date, albeit in deteriorating condition. This paper presents the history of Hershey investment and significance in Cuba, the current state of the site, and the results of an evaluation of the potential for developing the Hershey complex as a sustainable tourism destination and source of local employment. The study concludes that conservation of the site is a cultural imperative for Cuba, but with many obstacles and challenges. Incremental steps toward development may be feasible – particularly with growing potential for open tourism from the US