Positioning Strategy in International Tourism Market: An Examination of Tourists’ Perceptions and Satisfaction Towards Barbados as International Destination

Abstract

The tourism industry by its nature is an internationalised industry since it is concerned with the temporary movement of people from destinations outside their normal place of residence and work, and the activities they undertake in these destinations (Baldacchino 1997). This research uses the concept of inward internationalisation to identify the possible niche markets that could be used in the repositioning of a foreign tourism destination. The objectives of this research were to (a) measure the tourists’ perceptions of Barbados as a foreign destination, (b) identify the satisfaction level of tourists concerning their holiday and recreational activities and (c) ultimately identify possible niche markets that could be used in the repositioning of the destination.