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.

The purpose of this research is to explore the communication and interaction between westerners and Chinese people in western bars in the touristic town of Yangshuo in southern China. Yangshuo is worldly famous for its breath-taking Karst Mountains, rice fields and water buffalos. It has attracted millions of visitors annually, both domestic and international. The tourist center of Yangshuo consists of a main street, West Street, and many other small streets around it. In recent years, bars and night clubs have been established, bringing a more modern and western atmosphere to the main tourist streets that are paved in marble and lined with ancient buildings. This research is focused on bars, western bars in particular, as a unique setting for intercultural communication and interaction. First of all, this research introduces a background of intercultural communication definitions, the link between bars and tourism in China, as well as international tourism in China. With the goal of understanding the intercultural phenomena in bars through conversations and observations, I explored the role of bars in the community, the social and intercultural situations in bars, and the reflection and outcome of those communication and interaction. Field work was conducted in July and August 2010, by using both qualitative and quantitative research methods: questionnaire survey and ethnographic participant observation. I was able to obtain a broad perception of the subject as well as detailed description from participants, including myself. A broad range of literature related to bars and spaces in leisure and tourism, as well as in the fields of intercultural communication, intercultural host-guest relationship in tourism, tourism and cultural understanding, and tourist experience were reviewed. The gaps in the literature were identified. Limited research was done by addressing the actual situations of intercultural communication and linking the social and intercultural theories with actual practice, especially in a tourism context. Also, the role of western bars, as a new form of recreational, cultural and social space in China needed more attention. Chapter four and five present major findings of this research. Informants were divided into five groups: western tourists, local westerners (westerners who have become residents), Chinese tourists, Chinese students studying English in Yangshuo, and local residents. Preliminary findings from questionnaire survey indicate that westerners and Chinese people have difference reasons for visiting Yangshuo and going to bars. Bars have both social and recreational functions for westerners but are of less interest to and have more limited functions as attractions to Chinese tourists. Local residents have the least interest in western bars but Chinese students often go to them, mainly to practice English with foreigners. Detailed analysis of qualitative data suggests intercultural communication and interaction have difference purposes and styles for the different groups. Students, locals who work in the bars and local westerners have most contact with western tourists. Chinese tourists tend to interact with westerners in non-verbal ways, such as in games and photo-taking. Language is a major communication barrier but westerners made more effort to overcome this, reflecting both desire and need as visitors in a foreign land. The research findings can seek theoretical explanation through many social and intercultural theories. They suggest tourist-host interaction and communication has been overrated, especially when tourists are travelling in a different culture. The level of contact and cultural understanding is relatively superficial, but more meaningful than mere commercial exchanges. The trend of globalization and cultural homogeneity was well recognized by both cultural groups. The acknowledgement of cultural difference and interaction between customers should be encouraged and facilitated in bars, in order to create an authentic bar experience and nurture effective intercultural communication.

Climate change has been referred to as the ‘greatest challenge to the sustainability of the global tourism industry in the 21st century’ (UNWTO-UNEP-WMO, 2008). As a result, climate change is one of the most widely discussed environmental and sustainable development topics today. The winter tourism industry has been repeatedly identified as being vulnerable to climate change. The implications for winter tourism include a lack of snow in winter sport destinations, increased snowmaking and operational costs, shorter winter sports season, decreased visitation, and the potential for a loss of ski area operations. The intent of this study was to understand the adaptive behaviours of skiers/snowboarders taken in response to climate conditions. More specifically the objectives of this research were: to examine how skiers/snowboarders have responded to changing snow conditions in the past as well as how they may react in the future, to understand the role of substitution (time, place, activity) within specific behavioural responses to both past and future snow conditions, and to examine the extent to which activity commitment and place loyalty influence climate-induced behavioural change. Skier/snowboarder surveys were distributed at seven resorts in the New England states of Vermont and New Hampshire during the winter months of February and March 2010. A total of 572 surveys was collected and analyzed. The research findings revealed that skiers and snowboarders in New England are very loyal to their preferred winter resorts and are extremely loyal to the New England region. Only a small percentage of respondents said that they would travel outside New England to find better snow conditions. The level of a skier’s/snowboarder’s involvement in the sport, as well as their level of destination loyalty were also found to be important determinants of substitution behaviors. As climate change causes more significant changes to the mountain landscape and snow conditions, understanding how different tourist segments react to climate change and related environmental change is important for various tourism stakeholders: ski resort managers, nearby communities and also states that are dependent on this winter tourism revenue.

Imposing the principles of sustainable development on medical tourism is vital to maintaining the three pillars of a strong nation, namely, the environment, the economy, and the local community. The three research objectives of this thesis are: 1) to determine the primary factors that motivate foreign patients to travel abroad for medical services; 2) to define the role that stakeholders play for developing the medical tourism sector; and 3) to develop an implementable framework for establishing a sustainable medical facility. These objectives help lay the foundations for a medical tourism facility that would respond well to the future demands of international patients, and would remain competitive with other medical facilities in the global market while also improving local quality-of-life and remaining within ecological constraints. Therefore, this research adopts a case study methodology to examine a framework developed through the literature review to determine how it fits in reality. In addition, this research provides a starting point to define further the primary roles of the medical tourism network for developing the medical tourism sector.

Volunteer tourism, a sub-sector of the tourism industry, is growing at an accelerated pace subsequently creating socio-cultural, political, cultural, and environmental impacts. Current tourism literature suggests volunteer tourism provides opportunities for participants to facilitate building relationships with like-minded volunteers and encourages consciousness-raising experiences (McGehee & Santos, 2005). Furthermore, volunteer tourism has been shown to foster cross-cultural understanding between participants and hosts (Raymond & Hall, 2008; McIntosh & Zahra, 2008). However, researchers question the laudable aims of volunteer tourism; indicating the presence of this type of tourism creates social and power struggles within local destination communities (Guttentag, 2009, Sin, 2010). Higgins-Desbiolles (2006) claims the transformative capacities of tourism are overshadowed by industry attributes of tourism. To use tourism as a positive engine for social, cultural, environmental, and political change, it would be necessary to promote touristic experiences that encompass a transformative ethos. My exploration of organic volunteering within this thesis illuminates the transformative capacities of these touristic experiences and contributes to the expanding horizons of volunteer tourism literature. This hermeneutic phenomenological study explores experiences of organic volunteering and what these experiences mean to the volunteers. Gadamer’s (2004) hermeneutic phenomenology provided me the opportunity to develop a deep understanding of the meaning of organic volunteering experiences studied in Argentina. Using interviews and participation observation, I explored meanings of organic volunteering, while I also considered volunteers’ historicity, or pre-understandings, of these experiences. Data analysis revealed the emergent essential structure of “Opening to living in interconnectedness.” Interconnectedness within organic volunteering is embodied in six essences of reconnecting, exchanging knowledge, being in nature, bonding with others, consciousness-raising, and transforming. My research reinforces what many organizations’ claim; volunteer experiences improve global citizenship and participants desire to become more involved in future activism upon their return home.

In this study, the relationship between the tourism policies and economic development in China was analyzed from the three levels: nation, region and province. The analysis included the evolution of tourism policies, the survey of tourism market, the strength of tourism resources and the unique features of tourism development. At national level, the changes before and after the three period were studied, including the founding of PRC in 1949, open-door economic reform policy in 1978, and entering WTO in 2001. Concerning the regional level, the eastern and western were analyzed. In the aspects of province, only those showing distinguished developmenmt were chosen for analysis, including Jiangsu in the eastern coastal region, and Yunnan in the western inland region. From the viewpoint of national policies and market mechanism, the direction concerning the development of regional tourism policies was discussed. Based on the theory of regional economic development, the differences in tourism development were investigated. In terms of the theory of industrial competition advantage, the advantage of tourism resources was examined. Finally, the correlation between tourism and economic development was analyzed. The unique features of tourism in China from the three levels were also explored, respectively.

Community-based tourism (CBT) has become an important facet in the quest for sustainable tourism. CBT is a term that has been subjected to different interpretations in the academic literature. In the field, CBT continues to be supported as an approach to improve the livelihoods of local people in communities participating in tourism. With growing interest in the sustainable livelihoods approach to development, tourism researchers have begun to examine tourism as a livelihood strategy. However, there remain few case studies that have connected the sustainable livelihoods approach and tourism. More specifically, there is limited empirical evidence exploring community-based tourism as a livelihood strategy for rural communities. This research employed an exploratory mixed methods approach to investigate community-based tourism from a livelihoods perspective. The case of the Commonwealth of Dominica was examined to address the following objectives: i) to assess the approach to the development of community-based tourism on the island of Dominica; ii) to analyze residents’ perceptions of the impacts that tourism has on their community from a livelihoods perspective; and iii) to evaluate the degree of success (or failure) of community-based tourism development in Dominica. The research findings revealed that community-based tourism is a valued component of Dominica’s national tourism strategy. Since the early nineties, community involvement has been an implicit policy in the tourism development process. More recently, government-funded initiatives have provided assistance to communities across the island to develop, implement, and market community tourism products. Additionally, this research suggests that the livelihood asset pentagon presented in the Sustainable Livelihoods Framework for Tourism (Shen, Hughey, and Simmons, 2008) is an effective organizational tool for assessing the impact of tourism on communities. Future research should be directed at applying the Sustainable Livelihoods Framework for Tourism in more diverse contexts to ensure its validity and applicability. Furthermore, there is a need to develop a comprehensive Community-based Tourism Framework to assist in the monitoring and evaluation of community-based tourism projects in the field. The main conclusion drawn from this study is that the island of Dominica is on a successful path for developing community-based tourism and it has the potential to yield a number of ‘best practice’ scenarios for the Caribbean region and the globe a like.

Tourism has been identified as a strategy for Indigenous communities worldwide to adopt in order to stimulate economic and social development. The goal of this research was to evaluate Aboriginal participation in tourism and the role it plays in economic and social development of Aboriginal communities. This research also addressed Aboriginal participation within the context of a mega-event, the 2010 Winter Olympic Games. The need for this research came from the common acceptance that tourism can be an effective development strategy for Aboriginal communities. However existing literature is often case-specific with limited research focusing on Canada. Additionally, limited research had addressed Aboriginal participation in Olympic planning and hosting. The goal of this research was met by examining Aboriginal tourism development in British Columbia (BC), Canada, ultimately addressing the aforementioned gaps in the literature. This research used a qualitative approach to investigate Aboriginal participation in tourism planning in British Columbia, Canada. The objectives guiding this research are as follows: (1) To identify the types of involvement; (2) To evaluate the extent of involvement; (3) To explore the relationship between Aboriginal and Non-Aboriginal tourism-related businesses, associations and institutions; and (4) To identify the significance of Aboriginal tourism to the Aboriginal community, British Columbia and Canada. The findings of this research indicate that although Aboriginal tourism in BC has evolved considerably in recent years to establish a place in Non-Aboriginal tourism, it requires more support to grow the sector. As well, the Aboriginal Tourism Association of British Columbia (AtBC) appears to be guiding the future of the sector through the continued implementation of the ‘Blueprint Strategy’. This research revealed that there are still considerable barriers that inhibit Aboriginal participation in tourism. Until these barriers are addressed, an increase in Aboriginal participation in tourism, particularly in ownership and management capacities, is limited. Participants reported that Aboriginal involvement in the 2010 Winter Olympic Games was an once-in-a-lifetime opportunity to showcase Canada’s Aboriginal culture on an international stage. It also highlighted the collaborative relationships between Aboriginal and Non-Aboriginal. Participants also reported that tourism could help increase cross-cultural understanding, while diversifying Aboriginal communities. Future research should be directed towards understanding the effects of increased Aboriginal participation in tourism; the role tourism can play in capacity building; and finally, the economic contributions Aboriginal tourism can make to the tourism sector. The main conclusion drawn from this study is that BC has been able to encourage and support Aboriginal participation in tourism. Although there is much opportunity to grow the sector and increase participation in ownership and management capacities, the Aboriginal tourism sector is currently being guided towards a successful future. There are many Aboriginal tourism successes happening in BC that could be used as models for other regions in Canada and around the world.

The interaction between culture and consumption of immigrants is an important research area in a number of fields including consumer behaviour, marketing, and ethnic studies. This article offers a specific look at issues related to the impact of acculturation on dining-out behaviour of Chinese immigrants living in the Greater Toronto Area in Canada, and the influence of individual factor of acculturation process (i.e., ethnic identification, length of residence, and age at immigration). This study focused on the similarities and comparisons between recent Chinese immigrants who have been in Canada for ten years or less and established Chinese immigrants who have been in Canada for more than ten years, in terms of their dining-out behaviour in the Greater Toronto Area. There were two samples, the recent Chinese immigrants and the established Chinese immigrants in this study. Snowball sampling was applied to recruit the total 30 participants (15 of each sample). The author started to recruit from two participants of each sample among her friends and relatives and asked the interviewers to recommend another two qualified participants. Semi-structures, in-depth interviews were employed in this study to explore the impact of culture, levels of acculturation, ethnic identity, situational factors of ethnic identification and dining-out behaviour. The interviews were audio-recorded by permission and conducted in the participant’s preferable language (in English or in Mandarin Chinese). Data analysis was guided by several previous conclusions and model in the literatures and conducted in both qualitative (coding) and quantitative (SPSS) methods. The findings resulted in some major conclusions. In terms of similarities, it is found that recent Chinese immigrants and established Chinese immigrants obtained restaurants information mostly from friends and relatives. They also searched on internet for other’s reviews, menus, and printable coupons. Secondly, result showed that Chinese immigrants perceived that because they have a long history of food, Chinese people are more willing to try different types of food when immigrated to Canada. Thirdly, situational factors such as peer influences played more significant role on dining-out decision making and self ethnic identifications than parental influences. In terms of differences, data indicated that among Chinese immigrants living in the Greater Toronto Area, recent Chinese immigrants had stronger ethnic identity to their original culture, and dined out more frequently than the established Chinese immigrants. Future, the result suggested that the highest level of Chinese ethnic food purchasing behaviour were reported by highest ethnic identifiers (ones who identified themselves as more Chinese). However, there was another important factor that influenced the levels of acculturation in dining-out behaviour more greatly than the length of immigration: the age at immigration. The study found that Chinese immigrants who immigrated at early age had the highest level of acculturation and identified themselves as more Canadian, while ones who immigrated at late life had the lowest level of acculturation and identifies themselves as more Chinese. The findings reflected the impact of culture and consumer acculturation in dining-out among Chinese immigrants in the Greater Toronto Area and could potentially contribute to the marketing implications to both ethnic and mainstream restaurant marketers. This study also gives some future thoughts on the exploration of more variables at individual differences, as well as other perspectives of research conducting such as from psychological or economic perspective.

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.