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| Author: | Miller, M. Henthorne, T. L. |
| Title: | In search of competive advantage in Caribbean tourism websites: revising the unique selling proposition |
| Journal: | Journal of Travel & Tourism Marketing
2006 : VOL. 21:2/3, p.49-62 |
| Index terms: | tourism advertising |
| Freeterms: | destination marketing unique selling proposition caribbean tourism |
| Language: | eng |
| Abstract: | To examine to what extent the individual destinations of the Caribbean seek to competitively position themselves as unique attractions, this paper returns to the concept of the Unique Selling Proposition (USP) as a practical and straightforward framework for analyzing distinctiveness in tourism marketing. An exploratory analysis of web-based marketing in the Caribbean suggests widespread failure of destinations to market themselves in terms of unique competitive positioning. Furthermore, the analysis reveals several exemplary models of the USP concept in tourism marketing, suggesting opportunities for greater regional cooperation through stronger individual destination identities. |
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