Hidden and unspoiled: image building in the tourism industry of Belize
by Myrte Berendse, Carel Roessingh
International Journal of Tourism Policy (IJTP), Vol. 1, No. 3, 2007

Abstract: This paper focuses on the way the Belizean tourism industry is coping with changes caused by diversification of the Belizean product. The image of Belize as a hidden paradise, unspoiled and with consideration for the natural environment has been built, for a large part, on the conventional dichotomy of (destructive) mass tourism on the one hand and (sustainable) small-scale tourism on the other. By focusing on cave tourism in Belize the authors explore ideas on tourism development and image building, with a focus on authenticity and sustainability. Different spatial and branding strategies for mass and small tourism are suggested.

Online publication date: Mon, 04-Feb-2008

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