Please use this identifier to cite or link to this item: http://hdl.handle.net/10125/64961

Beyond a 3S Approach to Marketing Island Nations? Destination Marketing and Experiences from Timor-Leste

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Title:Beyond a 3S Approach to Marketing Island Nations? Destination Marketing and Experiences from Timor-Leste
Authors:Currie, Sara
Keywords:tourism
Timor-Leste
ethical marketing
marketing island nations
paradise
show 1 moreIndigenous tourism
show less
LC Subject Headings:Oceania -- Periodicals
Date Issued:2018
Publisher:University of Hawai‘i Press
Center for Pacific Islands Studies
Citation:Currie, S. 2018. Beyond a 3S Approach to Marketing Island Nations? Destination Marketing and Experiences from Timor-Leste. The Contemporary Pacific 30 (2): 438–459.
Abstract:When marketing an island destination for tourism, ethical and moral issues must be considered, particularly given that the way in which a nation is promoted can have a profound impact on its residents and the type of tourism and tourists it attracts. In this article, I examine this challenge as it is faced by Timor-Leste, a young island nation attempting to grow its tourism sector. I investigate the possibility of developing a marketing campaign that avoids the commodification of paradise and, instead of adopting a “3S” (sun, sea, and sand) approach to marketing, begins from a “sense of place” as understood by local residents, through analyzing their desired representations of paradise, culture, people, and personality. The article concludes with describing a marketing campaign developed in collaboration with tourism stakeholders in Timor-Leste that demonstrates the potential for an Indigenous stakeholder-led approach to marketing an island nation.
Pages/Duration:22 pages
URI:http://hdl.handle.net/10125/64961
ISSN:1043-898X
Appears in Collections: TCP [The Contemporary Pacific], 2018 - Volume 30, Number 2


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