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Visual Representations of Puerto Rico in Destination Marketing Materials

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Visual Representations of Puerto Rico in Destination Marketing Materials VISUAL REPRESENTATIONS OF PUERTO RICO IN DESTINATION MARKETING MATERIALS A Thesis by MARY ANN DAVILA RODRIGUEZ Submitted to the Office of Graduate Studies of Texas A&M University in partial fulfillment of the requirements for the degree of MASTER OF SCIENCE August 2011 Major Subject: Recreation, Park and Tourism Sciences VISUAL REPRESENTATIONS OF PUERTO RICO IN DESTINATION MARKETING MATERIALS A Thesis by MARY ANN DAVILA RODRIGUEZ Submitted to the Office of Graduate Studies of Texas A&M University in partial fulfillment of the requirements for the degree of MASTER OF SCIENCE Approved by: Chair of Committee, Ulrike Gretzel Committee Members, Tazim B. Jamal Jennifer Jones-Barbour Head of Department, Gary Ellis August 2011 Major Subject: Recreation, Park and Tourism Sciences iii ABSTRACT Visual Representations of Puerto Rico in Destination Marketing Materials. (August 2011) Mary Ann Dávila Rodríguez, B.A., Humanities, Universidad de Puerto Rico, Carolina Chair of Advisory Committee: Dr. Ulrike Gretzel In the last thirty years, a large number of studies have researched the destination image that visitors, travel industry representatives, students, and general consumers have of tourist destinations. However, few studies have analyzed the perceptions that local residents have of their own countries as tourist destinations. Local residents can provide valuable information about their countries as tourism destinations and can help tourism marketers determine how to represent local culture in more authentic and sustainable ways. Local residents can also provide valuable information about how to improve tourism development based on their experiences living in the area. Residents can further provide information and services to visitors and are themselves an integral part of tourism at a destination. This study focused on understanding how destination marketing portrays the people and places of a destination and how residents perceive the visuals used in destination marketing and promotion. Using a visual qualitative approach, the study analyzed the images of recent promotional campaigns employed by the Puerto Rico Tourism Company. The study then interviewed Puerto Rican residents regarding their iv attitudes toward tourism development in general and toward the specific imagery used in the campaigns. Overall, residents had rather positive opinions of tourism in Puerto Rico. They also had largely positive attitudes toward the visual imagery used to market the destination. However, they felt the portrayal was incomplete and did not reflect the modern way of Puerto Rican daily life. v DEDICATION This work is dedicated to my mother who has instilled in me the passion for tourism. You are my role model and my number one cheerleader. Thank you for your unconditional love and support. You have always supported my dreams no matter what they were. I love you, Mom. vi ACKNOWLEDGEMENTS I would like to thank my father for his unconditional love and support, wise advice, and for always making me smile. I would like to thank my family, extended family, and friends for their support, love, encouragement, help, and fun moments throughout the years. I want to give special thanks to my boyfriend, Jayson, for his love, support, infinite amount of patience, and for always supporting my dreams and encouraging me to achieve them no matter how far they take me. I would like thank my chair, Dr. Gretzel, for her support, guidance, and teachings throughout the past two years. Thank you for always reminding me to pursue the research topics about which I truly care. I would like to acknowledge my graduate committee members, Dr. Jamal and Dr. Jones-Barbour, for your guidance, encouragement, teachings, and for finding the holes in my thesis proposal. I would also like to acknowledge Carmen Silva, Tasia Ferrer, and Luisa Loubriel for helping me during data collection and cheering me up, and Zuleika Carrasco at Texas A&M University for cheering me up, helping me to recruit Puerto Ricans in College Station and Bryan, and for providing me insights about the Puerto Rican community. I would like to give special thanks to my classmates and members of the LIST lab for providing feedback and support during this phase. Finally, I would like to acknowledge Dr. Manuel Piña and Elke Aguilar at the Hispanic Leaders in Agriculture and the Environment program for funding my research and for the good lessons learned throughout the program. vii NOMENCLATURE DMO Destination Marketing Organization PRTC Puerto Rico Tourism Company PIP Puerto Rican Independent Party PNP New Progressive Party PPD Popular Democratic Party UNWTO United Nations World Tourism Organization viii TABLE OF CONTENTS Page ABSTRACT .......................................................................................................... iii DEDICATION....................................................................................................... v ACKNOWLEDGEMENTS ................................................................................... vi NOMENCLATURE .............................................................................................. vii TABLE OF CONTENTS ....................................................................................... viii LIST OF FIGURES ............................................................................................... x LIST OF TABLES ................................................................................................. xi CHAPTER I INTRODUCTION ............................................................................. 1 II LITERATURE REVIEW .................................................................. 6 Destination Marketing ............................................................... 7 Visual Communication in Tourism ............................................ 11 Residents‟ Attitudes toward Tourism ........................................ 15 Sustainable Tourism Marketing ................................................. 19 III STUDY CONTEXT .......................................................................... 24 Overview of Tourism in Puerto Rico ......................................... 28 Puerto Rico Tourism Company ................................................. 31 Destination Marketing and Promotion ....................................... 33 Research Questions ................................................................... 37 IV METHODOLOGY ............................................................................ 39 Phase I: Critical Visual Analysis of Destination Marketing Materials .................................................................. 40 Phase II: Photo Interviews ........................................................ 43 Participants ............................................................................... 46 Ethical Concerns ....................................................................... 53 ix CHAPTER Page V RESULTS ......................................................................................... 59 People ....................................................................................... 59 Puerto Rican Culture ................................................................. 61 Beach Destinations .................................................................... 64 Luxury Destinations .................................................................. 66 Residents‟ Voices...................................................................... 70 Destination Attributes ............................................................... 70 Attitudes towards Tourism in Puerto Rico ................................. 73 Visual Representations .............................................................. 80 Local Residents‟ Recommendations .......................................... 95 Comparison of Results .............................................................. 96 VI DISCUSSION AND CONCLUSIONS ............................................. 97 Limitations of the Study ............................................................ 101 Conclusions and Implications .................................................... 103 REFERENCES ...................................................................................................... 108 APPENDIX A ....................................................................................................... 130 APPENDIX B ........................................................................................................ 133 VITA ..................................................................................................................... 135 x LIST OF FIGURES FIGURE Page 1 Stereotypical picture of a tourism employee ............................................ 60 2 Puerto Rican gourmet cuisine .................................................................. 62 3 Dish of rice and beans ............................................................................. 62 4 Old San Juan ........................................................................................... 64 5 A “perfect” waterfall ............................................................................... 65 6 An example of a luxury resort hotel ......................................................... 66 xi LIST OF TABLES TABLE Page 1 Demographics for the Puerto Rico Sample .............................................. 47 2 Demographics for the Texas Sample........................................................ 48 1 CHAPTER I INTRODUCTION
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