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

dc.contributor.author Currie, Sara
dc.date.accessioned 2019-12-10T18:51:00Z
dc.date.available 2019-12-10T18:51:00Z
dc.date.issued 2018
dc.description.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.
dc.format.extent 22 pages
dc.identifier.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.
dc.identifier.issn 1043-898X
dc.identifier.uri http://hdl.handle.net/10125/64961
dc.publisher University of Hawai‘i Press
dc.publisher Center for Pacific Islands Studies
dc.subject tourism
dc.subject Timor-Leste
dc.subject ethical marketing
dc.subject marketing island nations
dc.subject paradise
dc.subject Indigenous tourism
dc.subject.lcsh Oceania -- Periodicals
dc.title Beyond a 3S Approach to Marketing Island Nations? Destination Marketing and Experiences from Timor-Leste
dc.type Article
dc.type.dcmi Text
dc.type.dcmi Still Image
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