Title: Hidden and unspoiled: image building in the tourism industry of Belize

Authors: Myrte Berendse, Carel Roessingh

Addresses: Faculty of Social Sciences, Department of Culture, Organisation and Management, Vrije Universiteit Amsterdam, De Boelelaan 1081, Room Z-235, 1081 HV Amsterdam, The Netherlands. ' Faculty of Social Sciences, Department of Culture, Organisation and Management, Vrije Universiteit Amsterdam, De Boelelaan 1081, Room Z-240, 1081 HV Amsterdam, The Netherlands

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.

Keywords: image building; social construction; authenticity; sustainability; tourism policy; Belize; diversification; cave tourism; tourism development; branding; mass tourism; small scale tourism.

DOI: 10.1504/IJTP.2007.017041

International Journal of Tourism Policy, 2007 Vol.1 No.3, pp.267 - 282

Published online: 04 Feb 2008 *

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