Tourist Perceptions of Destination Branding: A Case Study of Saint Lucia by Laura Anne Smith A thesis presented to the University of Waterloo in fulfillment of the thesis requirement for the degree of Master of Environmental Studies in Geography – Tourism Policy and Planning Waterloo, Ontario, Canada, 2010 ©Laura Anne Smith 2010 AUTHOR'S DECLARATION I hereby declare that I am the sole author of this thesis. This is a true copy of the thesis, including any required final revisions, as accepted by my examiners. I understand that my thesis may be made electronically available to the public. ii Abstract The intent of this research was to identify the effectiveness of a destination brand as determined by international tourists visiting the destination. The Caribbean can be viewed as a homogeneous region to many individuals seeking sun, sand, and sea; therefore, product differentiation is essential. Destination branding represents and distinguishes a country among competing nations. This concurrent mixed methods study set forth to investigate the effectiveness of the Saint Lucia destination brand. The following objectives underlie this research: i) to explore how the current destination brand was chosen, ii) to evaluate tourists‘ perceptions and images of the destination, iii) to explore the relationship between tourists‘ perceptions and destination choice, and iv) to evaluate the extent to which the destination brand influenced destination choice. The research findings indicate a lack of awareness concerning the new destination brand. A lack of brand communication and insufficient exposure has been detrimental to the overall success of the destination brand. A conceptual model for the development process of a destination brand was suggested to enhance destination brand effectiveness. The six essential stages include market research, destination image, targeting and positioning, brand identity, communication of the brand, and continuous monitoring and evaluation throughout. It is recommended to engage in monitoring and improvement initiatives of the brand to better gauge its effectiveness; to enhance exposure of the brand through effective niche marketing initiatives that showcase the diversity and unique attributes of Saint Lucia; and finally, to work towards transforming the destination brand into a national brand. iii Acknowledgements First and foremost, I am grateful for being accepted into this program at the University of Waterloo, without which this experience would have never been a reality. I am indebted to my supervisor, Dr. Judie Cukier, whose support and guidance throughout this process have not only helped form the final product but also helped me complete this thesis. I would also like to thank Dr. Mark Havitz and Dr. Brent Doberstein for their insightful feedback which was valued and appreciated. I would like to thank the people of Saint Lucia for making my experience on the island unforgettable. To Makkedah, for helping plan various aspects of my time in Saint Lucia and for inviting me along to several outings with you and your friends. I am grateful for your assistance and friendship throughout my field work. I would also like to thank Jacqueline, for helping me navigate my way around the island when I first arrived. Thank you to all the key informants for providing me with insight into the tourism economy and destination branding in Saint Lucia. I would like to thank the staff at the Saint Lucia Tourist Board for being helpful and informative. I am also grateful to the managers who gave me the opportunity to administer surveys at several resorts. Thank you to my parents, Glenn and Karen, for being supportive throughout this lengthy process and the many trials and tribulations that ensued. Your inquisitive nature and genuine interest of my thesis inspired me to work hard and take pride in my work. To my grandfather, whose inspiration and adoration of education I have inherited. To my brothers, Kevin and Adam, thank you for asking questions and encouraging me along the way. To all my friends at home, you have helped shape who I have become and have provided me with numerous distractions that I desperately needed. Last, but certainly not least, I am thankful for Kim, Claire, Meghan, and Sarah, for making my experience at Waterloo much more enjoyable. The support we had for one another was exceptional. iv Dedication This thesis is dedicated to my grandfather, Lauchlan Bruce. v Table of Contents AUTHOR'S DECLARATION ............................................................................................................... ii Abstract ................................................................................................................................................. iii Acknowledgements ............................................................................................................................... iv Dedication .............................................................................................................................................. v Table of Contents .................................................................................................................................. vi List of Figures ........................................................................................................................................ x List of Tables ........................................................................................................................................ xi List of Abbreviations ........................................................................................................................... xii Chapter 1 Introduction ........................................................................................................................... 1 1.1 Background .................................................................................................................................. 2 1.2 Statement of the issue .................................................................................................................. 3 1.3 Research Questions, Purpose, and Objectives ............................................................................. 3 Chapter 2 Literature Review .................................................................................................................. 5 2.1 Introduction .................................................................................................................................. 5 2.2 Marketing ..................................................................................................................................... 5 2.2.1 Product Brands and Branding ............................................................................................... 7 2.2.2 Destination Branding .......................................................................................................... 10 2.2.3 Brand Equity ....................................................................................................................... 13 2.2.4 Management of Place Brands ............................................................................................. 14 2.3 Destination Image ...................................................................................................................... 15 2.4 Tourist Motivations .................................................................................................................... 19 2.5 Tourism as Economic Development .......................................................................................... 21 2.6 Tourism in the Caribbean ........................................................................................................... 22 2.7 Small Island States ..................................................................................................................... 22 2.8 Conclusion ................................................................................................................................. 23 Chapter 3 Research Approach and Methods ........................................................................................ 24 3.1 Research Approach .................................................................................................................... 24 3.1.1 Research Framework........................................................................................................... 24 3.1.2 Selection of the Case Study Site ......................................................................................... 25 3.1.3 Saint Lucia .......................................................................................................................... 26 3.2 Data Collection .......................................................................................................................... 28 vi 3.2.1. The Mixed Methods Approach ........................................................................................... 29 3.2.2 Semi-Structured Interviews ................................................................................................. 29 3.2.3 Survey Questionnaires ......................................................................................................... 30 3.2.4 Participant Observation ....................................................................................................... 33 3.2.5 Secondary Data Sources .....................................................................................................