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

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dc.contributor.authorCurrie, Sara
dc.date.accessioned2019-12-10T18:51:00Z
dc.date.available2019-12-10T18:51:00Z
dc.date.issued2018
dc.description.abstractWhen 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.extent22 pages
dc.identifier.citationCurrie, 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.issn1043-898X
dc.identifier.urihttp://hdl.handle.net/10125/64961
dc.publisherUniversity of Hawai‘i Press
dc.publisherCenter for Pacific Islands Studies
dc.subjecttourism
dc.subjectTimor-Leste
dc.subjectethical marketing
dc.subjectmarketing island nations
dc.subjectparadise
dc.subjectIndigenous tourism
dc.subject.lcshOceania -- Periodicals
dc.titleBeyond a 3S Approach to Marketing Island Nations? Destination Marketing and Experiences from Timor-Leste
dc.typeArticle
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TCP [The Contemporary Pacific], 2018 - Volume 30, Number 2