Dear Editor,
Indubitably, marketing is one of the most critical aspects of any heritage or interpretive attraction operation. Successful marketing efforts equate to more business, particularly those not totally supported by local government or other agencies.
But, despite how critical a professional understanding of basic marketing principles is for any heritage attraction, there remains an ignorance of actual marketing for the heritage tourism industry in Jamaica.
We must admit that, while many of us might have been aware of all the major tourism attractions in Jamaica, Outameni was history in our minds. In fact, the last time I heard of Outameni -- before the uproar -- was some five years ago when our CAPE Caribbean Studies instructor suggested that a trip to the attraction would add some value to the lessons. At that time, it seemed to have been on every school's agenda to have History/Caribbean Studies students venture to Outameni for the interactive cultural journey.
But what happened to the heritage tourism model for our international markets? Or, was there even a model?
Comments posted on the Jamaica Observer's website below articles related to the Outameni scandal reveal an ignorance of the attraction until this saga. Likewise, www.tripadvisor.com, one of the leading websites which tourists utilise to book their vacations and gain insight on destinations, had only seven reviews on Outameni. Of these reviews, four are negative.
What was the quality of the product offered there? Did it inspire future visits? Was there a study conducted to show the markets from which visitors would come?
The reality is, heritage tourism, unlike beach or seaside tourism, is a concept that requires vigorous marketing and promotion as the majority of visitors to Jamaica come primarily to absorb the sunshine and enjoy our beaches.
One of the main reasons Outameni failed, I think, is because of a poor heritage tourism business plan, coupled with an inexistent or ineffective sustainable marketing model.
As a recommendation for present and future heritage tourism attractions in Jamaica, it is imperative to conduct market research and implement destination and marketing strategies including a balance between cultural and commercial activities. Understanding what tourists seek will help better plan for the customer. When marketers understand the attributes which satisfy and entice customers enough to warrant more visits, then appropriate strategies can be developed to retain and serve them effectively.
Juvelle Taylor
juvelle.taylor@yahoo.com
www.twitter.com/ecoSMARTja
Why Outameni became 'out-a-money'
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Indubitably, marketing is one of the most critical aspects of any heritage or interpretive attraction operation. Successful marketing efforts equate to more business, particularly those not totally supported by local government or other agencies.
But, despite how critical a professional understanding of basic marketing principles is for any heritage attraction, there remains an ignorance of actual marketing for the heritage tourism industry in Jamaica.
We must admit that, while many of us might have been aware of all the major tourism attractions in Jamaica, Outameni was history in our minds. In fact, the last time I heard of Outameni -- before the uproar -- was some five years ago when our CAPE Caribbean Studies instructor suggested that a trip to the attraction would add some value to the lessons. At that time, it seemed to have been on every school's agenda to have History/Caribbean Studies students venture to Outameni for the interactive cultural journey.
But what happened to the heritage tourism model for our international markets? Or, was there even a model?
Comments posted on the Jamaica Observer's website below articles related to the Outameni scandal reveal an ignorance of the attraction until this saga. Likewise, www.tripadvisor.com, one of the leading websites which tourists utilise to book their vacations and gain insight on destinations, had only seven reviews on Outameni. Of these reviews, four are negative.
What was the quality of the product offered there? Did it inspire future visits? Was there a study conducted to show the markets from which visitors would come?
The reality is, heritage tourism, unlike beach or seaside tourism, is a concept that requires vigorous marketing and promotion as the majority of visitors to Jamaica come primarily to absorb the sunshine and enjoy our beaches.
One of the main reasons Outameni failed, I think, is because of a poor heritage tourism business plan, coupled with an inexistent or ineffective sustainable marketing model.
As a recommendation for present and future heritage tourism attractions in Jamaica, it is imperative to conduct market research and implement destination and marketing strategies including a balance between cultural and commercial activities. Understanding what tourists seek will help better plan for the customer. When marketers understand the attributes which satisfy and entice customers enough to warrant more visits, then appropriate strategies can be developed to retain and serve them effectively.
Juvelle Taylor
juvelle.taylor@yahoo.com
www.twitter.com/ecoSMARTja
Why Outameni became 'out-a-money'
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