Carribean Tourism

Internal Marketing of attitudes in Caribbean Tourism

Executive Summary

Along with this report, the evaluation and analysis about situation in Caribbean tourism would be the main discussion here. The first part would be talking about the meaning of internal marketing itself and why it is very crucial in the success of tourism.

The second part would be research method. Research method which would be used here includes the tourism attitude matrix. This diagram provided the trends of local people behaviour based on the level of acceptance of tourism. It would give deep understanding about local people attitude and feelings towards tourism industry in their country.

Main issues would be discussed on the third part. The main issues include the analysis and information about what kind of attitude and behaviour can be discovered in Jamaica, St. Lucia, and Bahamas and in which position the local people behaviour at based on tourism attitude matrix.

Next part would be conclusion. The report finds that the country needs tourism in order to survive and more than half of local people did not clearly realize the benefit that they could get from tourism. It can be seen from the attitude of local people, and it is worse when it comes in to harassment. It definitely would negatively impact the tourism which lead to slope in employment and financial benefit.

Recommendation is the last part of this report. The recommendation would be focusing on influencing and encouraging local people behaviour in to positive and caring attitudes towards tourism. Some of strategies include education, inspiration, special training, and so on. All the strategies have their own way and objective, but the main objective is to influence and encourage local people attitudes or feelings towards the acceptance of tourism.

1.0 Introduction of internal marketing

Nowadays, it cannot be denied that tourism is obviously considered as one of biggest sectors that could generate huge profit....