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Paradise Without People: Exclusive Destination Promotion

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Abstract:

Certain stereotypes exist about island destinations, especially the so-called “tropical island paradise.” There are also stereotypical depictions of the inhabitants of these places that either emphasize or exclude certain characteristics and roles. This article examines the portrayal of people in the tropical island destination of Mauritius. By conducting a detailed content analysis of a sample of tourist brochures, two significant exclusions in the representation of Mauritius are uncovered. Firstly, Mauritius is portrayed as being mostly devoid of people and secondly, there is an obscuration of the diverse ethnicity of the local population. Using postcolonial theory, the practical and ideological implications of such “exclusive” destination promotions are discussed, drawing particular attention to the origins and control of these representations. It is argued that these representational issues have relevance not only for Mauritius but also for other “island paradises.”

Keywords: BROCHURE; IMAGE; ISLAND; MARKETING; REPRESENTATION

Document Type: Research Article

DOI: https://doi.org/10.3727/109830410X12815527582747

Publication date: 2010-10-01

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  • Tourism, Culture & Communication is international in its scope and will place no restrictions upon the range of cultural identities covered, other than the need to relate to tourism and hospitality. The Journal seeks to provide interdisciplinary perspectives in areas of interest that may branch away from traditionally recognized national and indigenous cultures, for example, cultural attitudes toward the management of tourists with disabilities, gender aspects of tourism, sport tourism, or age-specific tourism.
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