Publisher's Synopsis
The Caribbean has long been idealized for its sun-drenched sand and azure seas. Indeed, this area now has the largest regional tourism industry in the world amongst devoloping countries. The marketing and management strategies underpinning this rapidly expanding industry are assuming increasing importance in policy formation as governments are relying more and more on tourism as a gateway to economic growth and expansion. "Tourism Marketing and Management in the Caribbean" offers a comprehensive discussion of tourism in this part of the world. It begins with an overview of the industry, and the role of the Caribbean Tourism Organization. It goes on to look at aspects of tourism marketing and management on a region by region basis, covering the Bahamas, Jamaica, Barbados, St Lucia, Trinidad and Tobago, Guyana and Cuba. Detailed analysis follows of sectors within the industry, such as heritage and health care, with central issues such as the intense competition between the cruise ship and hotel industries highlighted. Discussion of the impact of US and EEC policies on Caribbean tourism provides an important international perspective.
