Ringer, G. (2016) Social media travel in Caribbean island destinations. In Events in the Caribbean: Strengths and Limitations for Tourism and Territory, (Ed.) H. Seraphin, Paris: L' Harmattan. ISBN: 978-2-343-08824-2

SOCIAL MEDIA TRAVEL IN CARIBBEAN ISLAND DESTINATIONS

Greg Ringer, PhD
Visiting Professor
Department of International Studies
University of Oregon
175 Prince Lucien Campbell Hall
Eugene, OR  97403-5206
USA
Email:  gringer@uoregon.edu  -or-  gdringer@uoregon.edu









SOCIAL MEDIA TRAVEL IN CARIBBEAN ISLAND DESTINATIONS
Abstract
Tourism fundamentals are changing worldwide as visitor knowledge evolves. Already, mobile technology has reshaped the way we communicate and travel, and easy access to online resources is now elevating the authority of fellow travelers, who are deemed more credible than official agencies. But, many global destinations, including several Caribbean island nations, have yet to respond effectively to these evolving trends or to capitalize on the shift in user demographics and preferred information sources.
This deficiency is especially notable in regions where tourism, leisure, and recreation are significant contributors to the local economy, such as the Caribbean. Collectively, tourism jobs provide more than 15% of the region’s gross domestic product (GDP), and employment for nearly 20% of the available workforce. Caribbean tourism proponents are, therefore, strongly urged to consider the growing effects of social media on destination marketing.  If overlooked or disregarded, only a few negative guest comments may outweigh any positive remarks, even if more numerous and correct in their depiction of a place and its people.  Done right however, promotions shared through personalized fan pages, bookmarks, and destination profiles can effectively counter such (mis)information and thereby, stimulate greater awareness and visitor interest.  The challenge for many travel providers and operators is how to do so affordably and successfully, given the financial and human costs to first ascertain which marketing tools and venues are cost-effective and trusted by their targeted audience, and to then maintain the relevancy and accuracy of the selected options over time.  
To assist in this endeavor, this paper evaluated multiple online sources to assess social media’s role in shaping travel choices to the Caribbean, including the websites and personal blogs most utilized by prospective and past visitors. Dominant trends are also highlighted to document the increasing dependence on mobile technology by travelers. With this data, the author’s intent is to enable tourism leaders to effectively capitalize on the region’s strengths, while recognizing and thereby, remedying features rated unsatisfactory by Caribbean guests.
Introduction
The fundamentals of sustainable tourism are evolving worldwide, driven by the global recession and developing trends in visitor interests and knowledge. Already, mobile technology has reshaped the way we communicate, interpret, and travel, with an estimated “5 billion mobile phone connections in the world [and an] emerging number of table computers and other on-the-go connectivity gadgets” (Gross 2011, 1). This ease of access, and the plethora of supporting online resources and applications, has also elevated the visibility and authority of fellow travelers, whose words and personal views are now deemed more credible by other vacationers when travel planning, in contrast to the diminished role assigned official agency sources (Dwivedi, et al., 2011; McCarthy, et al, 2010). 
This growing reliance is of particular importance to regions where tourism, leisure, and recreation are significant contributors to the local economy, such as the Caribbean. Collectively, tourism jobs provide more than 15% of the region’s gross domestic product (GDP), and nearly one-fifth of the available workforce is employed in the tourism sector. At the same time, the region has been losing visitors to other emergent destinations, and “Caribbean tourism is forecast to grow only 3.4% annually over the next 10 years” (Peltier, 2014). Caribbean tourism managers and marketing agencies are, therefore, encouraged to consider the emerging paradigm in which social reviews, “search engines and new media [turn] every destination and property into a competitor” (Jessop, 2011, 4). If ignored, negative guest reviews may perceptually outweigh any positive commentary, however plentiful. Done right however, promotional material shared through popular venues, individualized bookmarks, personalized fan pages, and community profiles can efficiently and affordably counter such misinformation and allow affected site operators to quickly remedy the perceived lack of “attraction” (Social Media Report, 2011; Wood, et al, 2013).
To do so will first require industry proponents to determine the most relevant media sources and specific travel information desired by users. In response, this paper evaluated multiple online websites and electronic resources to assess the role and power of social media in travel choices to Caribbean island destinations. Dominant visitor views and trends are also highlighted to document the increasing dependence and trust placed on mobile technology by leisure and business travelers, as are the mobile planning “apps” deemed most essential. 
The author’s intent is to identify the prevailing media forums and views expressed by visitors, as well as the assets ranked most attractive and those deemed less desirable by a majority of respondents. With this data, business owners and decision makers can effectively capitalize on the Caribbean’s strengths, while fixing those features rated unsatisfactory by past and present users.
Research Objectives and Methodology
Interpersonal influence and word-of-mouth (WOM) are frequently ranked as the most important information sources when a consumer makes a purchase decision. These influences are especially important in the hospitality and tourism industry, where the intangible experience is often difficult to evaluate prior to purchase. When WOM becomes digital and widely circulated through social media and the Internet, it becomes even more challenging for tourism providers, who must find new methods to capture, interpret, and manage the immediate influence that one consumer may have on many others. 
To assist those engaged in the Caribbean tourism industry, this analysis reviewed more than three dozen Internet-based websites and social media accounts currently available online, including those ranked as the most popular for general interest travel by travel providers, hotels, special interest groups, and personal blogs. Selected sources included those produced by national tourism organizations (NTO), as well as individual facilities, tour companies, and business entrepreneurs. Tourism faculty from The University of the West Indies were also consulted and asked to identify the issues they considered most relevant for destination marketing and branding in the Caribbean, 
The goal was to examine the growing role of electronic media on travel decisions, and the potentially cost-effective means it offers marketers in hospitality and tourism on Barbados and its Caribbean neighbors. To do so, the following assessment also sought to provide specific recommendations that respond to the questions asked most frequently by industry participants in the Caribbean region:
· What is social media within the context of Caribbean tourism, and how important is it in destination marketing and branding?
· Who are the primary users in the Caribbean region and why?
· What do online reviewers and island visitors say about Caribbean destinations on popular social media sites?
· What is the resultant impact on the competiveness of Caribbean destinations?
· What practical ideas can be adopted by local travel providers to improve the perceived “attractiveness” of the Caribbean region for visitors through the use of social media and electronic word-of-mouth (e-WOM)?
Social Media and Tourism
A growing number of travelers now rely on social media and mobile technology (including Smartphone applications) to research and reserve their own accommodations, flights, and tour packages. As a result, the use of popular Internet search engines (such as Google, Bing, Expedia, Yahoo, and YouTube), travel blogs (Twalaba), professional networks (LinkedIn), and online visitor reviews (TripAdvisor, WhereToStay), has elevated the acceptance and perception of social media and Web 2.0 properties to “authority status.” In many cases, the number of “hits” and the frequency of use of personalized “Fan Pages” now outrank those reported on official websites published by the Barbados Tourism Authority and other national tourism associations and tour providers.  Furthermore, unlike more traditional forms of tourism marketing (e.g., travel brochures and guidebooks), the proliferation of dynamic and adaptive social media tools, web-based applications (ShoZu), and multi-sensory immersive experiences (such as Second Life) “now offers the ability to enhance, personalize and deepen the physical travel experience” (Talwar 2011, 1) through individualized itinerary planning and information sharing.
Indeed, social media now allows travelers to do more than just plan a trip (Figure 1). Through travel forums and specialized websites, guests are enabled to ask questions about individual facilities and locations, obtain travel alerts and tips about places of interest, and recommend hotels, restaurants, airlines, and tour operators. Other social community websites provide even more interactive possibilities, allowing users to post travel maps of places visited and those they hope to see, all accompanied by slideshows and virtual tours of each destination, and a list of friends and family in each location. In this manner, the knowledge gained from other users allows the independent traveler to not only acquire more personalized information, but equally critical, to establish meaningful connections with local residents and other “travel buddies” with the same interests. By so doing, the advice provided and the choices made both “inform and improve the travel experience of all” (Dopplr, 2011, 2; TripSay, 2011, 1).
This heightened visibility can produce greater positive impacts, both regionally and internationally, than slick, but static methods of marketing centered on travel agencies and government publications alone. It is, therefore, essential that Caribbean tourism operators incorporate the emerging media applications and information technology into their own marketing venues and interpretive programs.  At a minimum, this will entail consideration and adoption of the following business practices:
· actively monitor and respond to online reviews, whether positive or critical;
· post current maps on websites and media links;
· supplement websites with virtual tours, Quick Response (QR) codes and other augmented multimedia realities (music, slideshows, and virtual tours of select locations and facilities);
· provide mobile tools that enable users to personalize activity choices and pricing options;
· allow visitors to inquire about reservations, and book flights, hotels rooms, and tours directly;
· include relevant contact details for travel agencies, facility managers, and front desk staff;
· ensure all of these steps are readily available online and easily accessed by mobile phone and the Internet through Skype, Google Voice, and other Voice-Over-Internet Protocols (VOIP).
Why Go Social in Tourism?
The increasing use and reliance on the Internet has eroded the influence of mass marketing, as travel consumers increasingly rely on shared ideas and the values of other people, rather than companies (Figures 2-4). Already, an estimated 33% of all mobile users in the United States now use social media, and 60% of all Smartphone owners use their handsets monthly to socialize and network with friends, family, and professional colleagues; to review and recommend products and services; and to update personal and travel information. Indeed, so prevalent is social media use for travel-related purposes that the “medium is now viewed as the most important marketing channel for the industry ahead of consumer reviews, mobile and pay-per-click advertising” (Fox, 2011, 1; see also Godin, 2009; Sachs, 2012).
This growth in the power and popularity of social media has made it one of the most important planning tools for travelers, as well as a source of consternation for the global travel industry. The trend will certainly impact the Caribbean as well, where 4G mobile technology and Smartphone access are already expanding throughout the region, presenting both challenges and opportunities for the tourism industry.  
Already, the exponential growth in global user numbers, annual earnings, and overall reliance belie the views held by some tourism proponents that social media is a passing phase or inconsequential in generating revenue.  As a result, it is imperative that Caribbean travel businesses learn to effectively interpret and strategically apply social media in their daily operations and marketing efforts, and to prioritize social media in their outreach and revenue enhancement programs.
Social Media Use in the Caribbean Islands
Social media is increasingly popular on in the Caribbean islands among both visitors and residents, as evidenced by the number who regularly access Facebook, Twitter, and YouTube. With a total estimated population of 42.1 million in 2015, the Caribbean region reported 17.2 million Internet users, or nearly 41% of all residents. Of this total, nearly 11.7 million were Facebook subscribers, for a penetration rate of 15.3% (Miniwatts Marketing Group, 2015; Panmedia, 2015). While these numbers are certainly laudable, the quantity of followers is only part of the challenge for tourism advocates however, who must also be sufficiently savvy to engage with their social media followers in order to stimulate greater interest in travel to the region (Greaves-Gabbadon, 2015; Peltier, 2014). 
Aruba, which “welcomed a record 1.07 million annual stay-over visitors” in 2014 credits digital marketing with much of its success. The country ranks first among the 35 Caribbean islands for “most popular digital destinations”, as well as Instagram use, “boasting 23,000 followers, double its runner up (PR Newswire, 2015, np). Cuba’s population reported the smallest percentage of users, with almost 14% of the region’s total. This is certain to change, however, now that travel and trade restrictions have been relaxed with the United States. In contrast, the Dominican Republic, with almost 10 million people and one of the most popular regional destinations had the greatest number of online users of both the Internet and Facebook in the Caribbean, with 4.1 million and 2.2 million users respectively.  
Other countries reported equally impressive numbers. Among them, Jamaica’s Internet penetration rate was 55.1%, though the country reported fewer Facebook users overall, while Puerto Rico “has a whopping 567,000 followers at Facebook.com/SeePuertoRico [who] freely offer traveler recommendations and generously share content created by other local tourism-related businesses” (Greaves-Gabbadon, np). Barbados, with a total of 122,220 Facebook users as of December 2012, saw its Facebook penetration rate increase by nearly 0.5% in one year, from 41.8% of the entire population in 2011 to 42.2% of all online users in 2012. The penetration rate for Bajan Internet users was even higher at 77.3%, with 224,588 registered users in December 2014. On the islands of Trinidad and Tobago, the total number of recorded Facebook users jumped 8.7% from December 2011 to December 2012, with 484,780 individual users reported at the end of 2012. As a result, approximately 39.6% of all residents were on Facebook, and 63.8% of the two islands’ 780,858 residents used the Internet for communication and information sharing. In contrast, 65.2% of all online users in the United States maintain a Facebook presence, as do 59% of United Kingdom participants (Greaves-Gabbadon, 2015; Social Media Tourist, 2011; Socialbakers, 2011). 
Twitter is also growing in popularity and importance in the region, again reflected by data from the Dominican Republic and Barbados. The DR reported 38,000 users of its most popular Twitter travel site, @GoDomRep, while the most followed tweets for Bajan visitors include @Barbados, sponsored by the Barbados Tourism Authority with nearly 35,000 followers in 2015 (up from 7,000 in 2011); @BarbadosTravel (the Barbados Tourism Encyclopedia designed by Axses Knowledge Engineering of Barbados and Halifax, Canada, with 9,317 followers); @InsOutsBarbados (The Barbados Hotel & Tourism Association); and @BarbadosIsland, which provides updated details on people, international news, and events related to the island (Figure 5).
While the industry-maintained accounts currently record the largest number of followers, the greatest growth is seen in the unofficial sites, such as @BarbadosIsland. Created by a private individual, Brett Callaghan also started Totally Barbados, a comprehensive travel website with more than 4,500 pages of travel listings that generated 6,063 “likes” and 1,392 registered Facebook “fans” in December 2015. His personal endeavor earned the “World’s Leading Travel Destination Website Award” for 2008, 2009, and 2010, and designation as the “Caribbean’s Leading Travel Information” website in 2011 for the fourth year in a row (World Travel Awards, 2011).
In comparison, the Barbados Tourism Authority (BTA) and the Ministry of Tourism (MOT) have yet to fully capitalize on the growing interest and use of social media on the island. The Ministry does maintain an online presence through the Twitter account, a dedicated page on Facebook, and an agency website (www.visitbarbados.org). Moreover, the current Tourism Minister, Richard Sealy, readily acknowledges the cost-effectiveness of social media in marketing travel to Barbados, noting there “is no advertisement that can match the recommendation of a friend” (Barbados Free Press, 2010: 1). Under his direction, government staff launched Travel Share in 2010, a social media tool intended to increase tourism to Barbados, and approximately “60 per cent of the Barbados Tourism Authority’s marketing budget” (Loveridge, 2010, 1) is now dedicated to e-commerce.  However, none of the official media venues have been updated in many months (Ringer, 2011).  
Furthermore, the official media sites provided by both public agencies lack extensive multi-media images, music, and virtual tours of the attractions and activities available on Barbados.  Nor do they link to existing online travel resources readily available through local tour operators, airlines, hotels, and private entrepreneurs on Facebook, YouTube, and blogs (including both Totally Barbados and Loop Barbados, recent start-ups by Melanie Weeks and Kimberly Bourne, graduates in tourism and hospitality management at The University of the West Indies Cave Hill campus).  
As a result of the poor design and misinformation on sites operated by the MOT, BTA, and the Barbados Transport Board, visitors overwhelmingly prefer the media sites run by private entrepreneurs, which they consider more relevant and “trustworthy” (Figure 6). They also criticize the agencies for the lack of Smartphone access to local attractions, accommodations, bus routes, and operating times. At the same time, guest reviewers complain that the government simultaneously encourages foreign visitors to use the Internet and public transport to visit rural sites and thereby, reduce traffic congestion and pollution in tourist areas.
Local businesses also neglect the full potential of social media for tourism marketing. For example, many guests on Barbados upload photos and post positive comments on personal blogs and travel media of various hotels, tours, and popular events, such as the Friday night fish fry at Oistin’s and snorkeling with the turtles in Payne’s Bay. Yet, few managers apply these positive experiences when marketing to new users, with the notable exceptions of a few hotels and tour operators, such as Almond Resorts, which provides testimonials from other guests on its booking website, and Atlantis Submarines Barbados, with a direct link to guest reviews on TripAdviser of its services and operations.
Consequently, rather than discover the island or explore travel options, many residents and visitors use social media to search for popular musicians and corporate brands associated with Barbados. Thus, the highest number of hits reported for any Barbados-related topic on all three of the most popular media sources is the Bajan music star, Rihanna, with 92.5% of the total recorded on Facebook, Twitter, and YouTube. This level of public interest far surpasses the number of “fans” of the Barbados Tourism Authority on Facebook (Figure 7).
As a result, even though her online presence is primarily music-centered in North America and Europe, Rihanna directly benefits Barbados tourism (and by extension, the Eastern Caribbean) through heightened awareness of her cultural heritage and homeland. Already, anecdotal and empirical data indicate she is the single most important motivator for travelers ages 21-34 to visit Barbados, a trend which the BTA hopes to broaden through a 3-year exclusive deal signed in mid-2011 with Rihanna to promote the island through personal appearances and social media campaigns (Please, 2011).
Visitor Views of the Caribbean
Due to similar initiatives, visiting social media users generally express positive views of their travel experiences in the Caribbean islands. A solid majority report a favorable impression, however problematic the initial online communication and destination research. Still, significant variances are opined regarding the perceived (un)attractiveness of individual islands and nations, depending on the specific recreational interests sought, the colonial history and political associations of each country, and the nationality, language, mode of transportation and ease of flight/cruise connections, culinary preferences, and intended length of stay of the visitor. 
When asked to designate the top beach destination in the world, Jamaica was the sole Caribbean island to receive a positive rating and a top five ranking from guests who visited in 2011. A solid majority (95%) favored it, out of a total of 13,158 respondents. Barbados, in contrast, ranked #7 in top beach destinations worldwide, but #4 in dislike with 12% of the country’s visitors saying they “hate” the island’s beaches. When asked to rate the “Top Islands” of the world, Jamaica was again the only preferred Caribbean destination, though Aruba was named the most “hated” island, with 43% of respondents (52,602) expressing a strong dislike (Figure 8).
The Caribbean’s absence from other positive regional reviews may reflect the overwhelming number of visitors who now consider the Caribbean to be overly expensive, in contrast to other regions of the world. Many writers also note the trend away from “traditional” honeymoon destinations in the Caribbean (with the exception of Barbados, Jamaica, and St. Lucia), in favor of more “exotic” and “adventurous” island locations in the Middle East (Dubai), Southeast Asia (Malaysia), the Pacific (Fiji, Hawai’i), and Indian Ocean (Maldives, Mauritius, Seychelles)  (Amplicate, 2011; Travel Counsellors, 2011).
Threats to personal safety also dissuade many visitors from certain islands, yet fears of conflict and violence are often exaggerated by isolated events and individual reviews. In the BWI/Anglophone states, for example, the threat of gang violence, political instability, and crime is cited most frequently by travelers to Jamaica and Trinidad. Cuba is viewed less favorably than the Dominican Republic in the Spanish West Indies, due to fewer opportunities for independent travelers, and the poor quality of organized tours. Again, these attitudes are changing rapidly as Cuba reports more visitors from the United States, Canada, China, and Western Europe. In the U.S. territories, St. Thomas ranked lowest in guest satisfaction, due to frequent complaints about hotel rooms, poor customer service, unexpected cancellations, and misleading marketing materials (Figures 9-11).
Conclusion and Recommendations
There is much to like about the Caribbean, as guest reviews and others media sources indicate (Appendix 1-2). However, whether Caribbean island nations succeed and profit as sustainable destinations in the future will depend on the extent to which the tourism industry heeds the negative views of dissatisfied current and past guests, and makes a concerted effort to better manage the region’s attractions and assets, conserve the cultural heritage and marine environments, upgrade transportation networks and community infrastructure, and enhance the information resources and administrative operations of responsible public and private agencies. 
Equally important, each island must satisfy both domestic and international visitors who possess a wide range of expectations, budgets, and desired experiences. To do so, tourism operators and government officials must learn to fully and effectively utilize social media to better manage, market, and compete with other island destinations in the Pacific and Mediterranean. Social media is clearly a very powerful tool for both travel consumers and the destination community, and airlines, airports, hotels, and tour operators worldwide are now rapidly adopting this technology to assist guests, and to promote and distinguish destinations from each other.  
Many in the tourism industry also recognize the added benefits of a well-designed and managed social media in generating revenue when travelers include destination media sites among the “sources they trust most – other travelers and people they know” (Craig, 2011, 1). Visitors today are better informed when they arrive in the Caribbean, empowered with the “likes” and “dislikes” shared by large numbers of online reviewers.  As a result, expectations are higher and any dissatisfaction is quickly communicated both on-site and online to a global audience. 
Therefore, tourism providers must learn to track, analyze, and react quickly to all reasonable complaints if their reputation is to remain undamaged and guest expectations satisfied. Compliments should also be acknowledged, for guest reviews can help guide essential improvements and build customer loyalty and advocacy. With these objectives in mind, the following recommendations are made.
A.	Understand and Embrace Social Media
A1.	Identify your relevant “traveler communities” and most authoritative “super-users”
· Who writes most frequently about individual Caribbean destinations, such as Barbados?
· Who is their intended audience and primary use by demographic (other tourists, travel agents)?
· What medium do they use (websites, blogs, specific networks)?
A2.	Join the discussion
· Read what is said about your hotel, tour company, tourist attraction
· Understand what the reviewer wants
A3.	Adapt
· Stay flexible
· Be aware of changing trends in tourist interests (geotourism, World Heritage travel)
B.	Establish Confidence in Your Brand
B1.	Start small
· Set reasonable expectations
· See what works first
· Modify incrementally, based on visitor feedback
B2.	Provide the “right” information
· Consider the desires and expectations of your visitor markets, and meet or exceed them
· Respond immediately to visitor inquiries and requests
· Be sure of your company’s ability to satisfy emerging visitor trends
B3.	Take advantage of guest reviews and suggestions
· Use social media as a sounding board for new visitors by highlighting positive experiences of other guests
· Encourage guests to share information, stories, and images and publish on company sites with other company or destination content
· Let the viewer know there is a “real” person available to contact and respond
B4.	Stay focused on your market
· Emphasize people and local places, not profits alone
C.	Create Media Tools and Mobile Content
C1.	Blogs
· Provide frequent, up-to-date travel news and promotions for Barbados
· Emphasize specific tourist activities and locations, rather than generalized information about the island
· Make available suggested itineraries, route maps, calendar of events, and advice from previous guests
· Attract specialized, niche audiences by establishing a “presence” and uniqueness of destination
· Establish “activity communities” for your visitors with shared interests (cultural history tours, marine conservation, wildlife viewing, biking, hiking and jogging) 
· Allow visitors to share travel videos and photo images to provide multi-media and multi-experiential  overview of facilities, amenities and the cultural/natural heritage of each island
· ‘Friend’ other travel writers, tourist organization managers, hotel and tour operators, front desk staff, guide services, and government employees
· Maintain an updated list of community events, and link blogs to cruise passengers, tour groups, and conference attendees
C2.	Facebook ‘apps’
· Integrate social activities, Facebook “likes” and “dislikes,” Google “pluses,” and TripAdvisor and Yelp reviews in online search results, destination Facebook pages, and corporate websites
· Allow passengers able to search airline flights and reconfirm flights from Bridgetown directly on Facebook
· Provide fare alerts and special deals for lodging, flights, and tours
· Create the ability to check-in and select preferred seats upon check-in at the airport
· Make sure that passengers can update and share flight arrival times and delays with friends/family
· Allow visitors to link to friends and family in destination
· Provide airline miles or loyalty points for discounts at select businesses in destination
C3.	Smartphone ‘widgets’
· Include a direct link or widget to TripAdvisor and other social media sites on your company website so guests can easily review previous guest comments and directly connect to travel providers
· Provide free wi-fi in central downtown areas, the airport, and hotels
· Create specialized applications to allow guests to search, compare, and pay for airfares and lodging around their preferred travel dates
· Allow guests to pay for flights, hotels, and tour packages from a mobile phone or tablet
· Provide direct contact details for hotel managers, front desk staff, the Immigration Office, tour operators, and the airlines on Skype, Google Voice, and other VOIP systems
C4.	Video websites (YouTube and Flickr)
· Encourage your guests to post videos and photos of their vacation by offering discounts and souvenirs
· Tag participants and link them to your business, so friends and family can virtually “participate” in their trip
C5.	Google Maps
· Link tourist hotels, recreational activities, and tour operators by location on online visitor maps
· Create specialized tours and trails (cultural heritage trail, rum history tour)
C6.	Smartphone-compatible Sites
· Optimize destination content, travel details, and applications for popular venues on Barbados
To reiterate in closing, travel inquiries and destination marketing now make up 24% of all Internet commerce worldwide (Barbados.org, 2011). Caribbean tourism officials and the region’s hospitality industry must therefore remain alert to emerging trends and quickly adapt if they are to remain sustainable, profitable, and competitive. To do so, individual countries and travel companies must consciously integrate popular social media and information technologies into their business models by listening to guest feedback, and quickly repairing any identified deficiencies. Only in this manner may the islands of the Caribbean successfully differentiate themselves from neighboring destinations in the Americas and thereby, prosper from global tourism in the next decade.









Appendix 1: Caribbean Destination Reviews, 2009-2015.
	Island
	Positive Reviews
	Negative Reviews

	Anguilla (UK)
	· Among Caribbean’s best & least-crowded beaches
· Laid-back atmosphere for visitors
· Limited urban development
· Natural environment
· Excellent dining & SCUBA diving options
	· 

	Antigua & Barbuda
	· Environmental diversity (unpolluted & uncongested beaches, coral reefs)
· Cultural heritage (British architecture, cricket, Napoleonic fort & harbour)
· Reggae music
	· Poor public service
· Lack of customer service at Liat Air, no staff support for missed or cancelled flights
· Excessive fees to modify or cancel travel reservations (American Airlines/American Eagle, British Air, British Airways, Continental Airlines, Liat Air)

	Aruba (NL)
	· Quality cultural heritage assets (Dutch colonial architecture, national park caves, tropical forests, coconut plantations)
· Moderate climate (location is less humid than many other Caribbean islands)
· Excellent front & wait staff at tourist facilities
· Affordable, high quality visitor services & restaurant meals, even in popular tourist spots
· Multiple casinos (accept US$)
· Quality SCUBA diving options
· Frequent, non-stop flights from US
· Highest repeat-visitor rate in Caribbean
	· Outdated guest facilities & lack of regular maintenance
· Lack of individual thermostat controls in guest rooms
· Theft of beach sand from tourist complexes for construction

	Bahamas
*technically Atlantic islands, rather than Caribbean
	· Direct access to US mainland (cruise ships & non-stop flights)
· Excellent, affordable visitor services & facilities
· Easy visitor access to outer islands
· Popular for cruise passengers
· Highly professional staff in hotels & restaurants
· Affordable, quality meals provided by restaurants (even budget cafes)
· Abundant ecotourism attractions (indigenous villages, unpolluted beaches, natural areas)
	· 

	Bermuda
*technically  not Caribbean, but an Atlantic island
	· Proximity & ease of access to US & Canada travel markets
· Excellent visitor services
· Highly professional hotel & restaurant staff
· Exceptional, highly professional wedding planning services
	· Expensive tourist services, products & accommodations
· Fewer cruise stops in 2012 (Carnival will only have 1 port call, instead of 4 ships & 15 calls in 2011)

	Bonaire (NL)
	· Clean public beaches
· Highly effective environmental protection & conservation programs in place
· Lack of urban development & sprawl
· Multitude of beaches
· Ranked as Caribbean’s top destination for SCUBA diving
	· 

	Cayman Islands
	· Proximity & frequency of flights from US
· Excellent SCUBA diving & fishing options
· Clean, scenic beaches
· Bloody Bay Marine Park (Little Cayman)
· Ease of connections by plane to all 3 islands (Grand Cayman, Cayman Brac, Little Cayman)
	· Lesbian & gay tourists unwelcome

	Cuba
	· Few international tourists – no large crowds
· Moderate climate
· Culturally & historically “authentic”
· “1950’s architecture” & American cars
· “Sense of adventure” still possible
· High quality, low cost medical tourism for Canadian visitors
· Heritage sites (Spanish)
· Direct flights from the Netherlands (KLM) and Canada
· Strong professional connections between Cuban & Canadian tour operators
	· Expensive – dual currency structure for foreign visitors (US$)
· US visitors still restricted (exceptions for academic research, family, professional contacts)
· Limited flights from Canada and UK (direct flights from US are few & available from only a small number of airports)
· Sub-standard accommodations, yet expensive
· Restricted visitor access (many parts of Cuba still off limits to foreigners)
· Only a few quality tour operators & attractions
· Contacts with local people still highly controlled by State government

	Curacao (NL)
	· UNESCO World Heritage Site
· Diverse cultures & Dutch heritage
· Excellent dive sites & a marine National Park
· Most restaurants offer a blend of local & international food choices
· Rated one of top 10 destinations, and only Caribbean island, to visit in 2012 for “affordable rentals, as opposed to traditional flop-and-drop all-inclusives” (Frommer’s)
	· Industrialized

	Dominica
	· Excellent marine recreation (SCUBA diving, whale watching)
· ‘Eco-friendly’ destination (rainforests, geothermal activity)
· Carib Indian cultural heritage
	· 

	Dominican Republic
	· Direct, non-stop flights from the US
· Excellent ecotourism destination (National Parks, rainforests, coral reefs, dive sites, snorkeling, marine life)
· Baseball
· Diversity of tourist attractions (budget traveler to high-end visitor)
· Many family-oriented tourist resorts
· Some of world’s best golf courses
	· Overpriced tourist goods & services
· Poor customer service provided by many travel providers (car rental agents, tour guides)
· Exorbitant fees added for ‘mandatory’ add-ons (loss damage waiver on rental cars with customer had full insurance through own company or credit card)

	Grenada
	· Excellent nature-based recreational activities (rainforest & waterfall hikes, snorkeling & SCUBA diving, spice plantations, nutmeg processing plants)
· Site of an underwater volcano & largest shipwreck in Caribbean
· Spice plantations & cultural history
· Less crowded than other Caribbean islands
· Height restrictions on hotels
· Blend of West African slave history & 19th-century Scottish heritage
· “Big drum” dances
· Carriacou Regatta (race boats built “according to old Irish & Scottish shipwrights’ plans”)
	· Very poor customer service
· Unkempt hotel properties, non-working in-room facilities, lack even most basic upkeep

	Guadeloupe (FR)
	· UNESCO Biosphere Reserve (Parc National Guadeloupe)
· French & Creole heritage & cuisine
· Diverse mix of attractions & activities for independent travelers & tour groups
· Euro is national currency
· Rural cultural lifestyles
	· 

	Jamaica
	· New international airport
· Direct, non-stop flights from the US (“more than any other Caribbean island”)
· New cruise port (Historic Falmouth Jamaica)
· Boom in resort construction (3,000 new rooms added, with free nights & great travel deals)
· Highly professional & courteous staff at most visitor facilities
· Quality nature- & culture-based tourist products & goods (whitewater rafting, forest hikes, reggae performances)
· Scenic natural areas (Blue Mountains, Green Grotto caves, waterfalls, beaches)
· 2011 World Travel Awards (Caribbean Leading Destination, Leading Cruise Destination, Leading Cruise Port, Leading Beach Destination, Leading Airport, Leading Meetings & Conference Centre)
· Rated “one of the most affordable Caribbean destinations in 2011”
	· High crime & gang violence in many popular tourist areas (Montego Bay, Negril, Ocho Rios)
· Political turmoil & conflict
· Theft of beach sand from tourist complexes for construction projects
· Unsafe for gay & lesbian visitors (frequent reports of harassment, violent assaults)
· UK &US State Department travel warnings of armed robberies & ineffective police protection (2008-2010)
· Prevalent drug use in some tourist areas
· Hostile or hyper-aggressive vendors in cruise ports

	Martinique (FR)
	· French heritage & architecture
· West African musical influence
· Rural fishing villages
· Splendid beaches
· Historic ruins (St-Pierre, original capital destroyed by 1902 volcanic eruption)
· Reputed birthplace of Napoleon’s wife (Empress Josephine)
· Euro is national currency
	· 

	Montserrat (UK)
	· Named one of 10 “under-the-radar islands” in the world to visit (Luxury Travel, 2011)
· Appeals to growing visitor interest in luxury “remote, off-the-beaten-path destinations” worldwide
· Entices “diehard fans to get off the grid … let vacationers be the ruler of their own domain and feel like they have discovered someplace unique”
· Resort-free, though plenty of modest, inexpensive guesthouses & villas
· Visitor access to active volcano, last activity in 1995 (unlike Nevis’s extinct volcano)
· Easily accessed from Antigua by plane (15-minute flight) or boat (one hour)
· Limited development – “way off the beaten path feeling, despite being relatively accessible”
	· Only one hotel

	Puerto Rico (USA)
	· Latin American cultural heritage & diversity
· Spanish architecture (Old San Juan)
· Many protected natural areas (coast, reefs, tropical forest)
· US citizens do not require a passport
· Frequent, non-stop flights & ease of access to US travel markets
· Nature-based ecotourism attractions & wildlife refuge (Vieques Island, a former US Navy base)
	· Extremely poor value for visitor services (car rental, tour packages,  accommodations)
· Inaccurate or incomplete pre-trip information & reservation confirmations (rental companies charge extra fees for auto insurance, even though website states it will only apply to customers without insurance in US/Canada/UK)
· Limited recreational options for guests without rental car
· Expensive public transportation &wi-fi service in tourist areas
· Many higher end hotels lack refrigerators & water in rooms, limited operating hours for on-site restaurants
· Unsanitary conditions in many popular hotels (including higher quality chains, i.e., Radisson, Sheraton, Westin, Wyndham)

	Saba (NL)
	· Natural geography
· Undeveloped
· Many adventure travel opportunities
· Easy access by plane from St Martin
	· No beaches or historic sites, and only one true reef for visitors
· Few restaurants or visitor facilities

	St Barts (St Barth or St Barthelemy, FR)
	· French & Swedish cultural heritage
· Excellent French restaurants
· Many uncrowded public beaches
· Seashell collecting
· Picturesque French & Swedish architecture and lifestyles
	· Expensive tourist goods & services
· Limited sightseeing attractions, compared to other Caribbean islands (forts, museums, distilleries)

	St Croix, USVI (USA)
	· Danish heritage & architecture
· National Historic Site (Christiansted)
· Diverse physiographic landscapes
· Abundance of clean, pristine beaches
· Marine recreation considered to be among best in world for snorkeling & SCUBA diving
· Abundant cultural assets, natural areas & National Parks
· US citizens do not require a passport
· Modern, well-maintained resorts & tourist facilities
	· 

	St Johns, USVI (USA)
	· Extraordinary beaches (Trunk Bay)
· Very professional front staff at most tourist hotels & restaurants
· Affordable, quality tour packages & recreational activities
· 2/3 of island is protected as a National Park
· Natural biodiversity (opportunity to view endangered bird & marine species)
· Excellent snorkeling
	· 

	St Kitts & Nevis
	· Popular cruise port
· Well-protected marine & terrestrial environments
· National Marine Park
· Outstanding natural setting & views
· Abundance of wildlife viewing options (monkeys, fish, birds)
· Diversity of affordable nightlife options
· High quality hotel services & room amenities (free wi-fi, in-room refrigerators & kitchens, shower & spa facilities)
· British colonial history & architecture
	· Expensive for budget travelers

	St Lucia
	· Natural diversity (volcanic mountains & coastline)
· French & British cultural heritage & architecture
· Superb SCUBA diving (Soufrière Marine Management Area)
· Annual multicultural,  multinational jazz festival (US, Latin America, Africa, Europe performers)
	· Expensive tourist services & accommodations

	St Maarten (NL)
	· Dutch heritage & architecture
· Wide range of tourist facilities, accommodations & activities
· International airport & regular non-stop flights from US
	· Poor customer service, lack of response from travel providers regarding hotel & vehicle rentals
· Overcrowded with package tourists

	St Martin (FR)
	· French heritage & architecture
· Luxury resorts, restaurants & visitor facilities
	· Inaccurate information provided on many online hotel websites (photos of the ‘resort beach’ that is actually a public beach some distance away)
· Unsanitary conditions at many popular hotels (insects, dirty linen, incompletely cleaned rooms)
· Lack of amenities (AC, wi-fi, ceiling fans, water & towels for showers)
· Supermarkets close on Thursdays

	St Thomas, USVI (USA)
	· Ranked as one of world’s top destinations for sailing, SCUBA diving & fishing
· Quality service provided at most 5-star resorts (budget hotels receive less positive reviews)
	· Misleading information & photos online of destination
· Numerous complaints about condition of rooms, persistent leaks when raining, ant & insect infestations, no bottled water provided to guests
· Poor customer service provided by many tour operators (fail to notify of late arrivals or departures, reserved tourist activities frequently cancelled without notice)
· Many tour providers do not accept credit cards, requiring large amounts of cash instead

	St Vincent & The Grenadines
	· Well-protected natural areas
· Diversity of nature-based recreational activities (sailing, snorkeling, SCUBA diving, hiking)
· Excellent sailing & yachting conditions
· Unspoiled by mass tourism
· “Feels like the Caribbean 30 years ago”
	· No moderate priced hotels on Mustique

	Tortola, BVI (UK)
	· Natural diversity (mountains, beaches, forest)
· Abundant marine & terrestrial recreational choices (forest walks, shipwrecks, snorkeling & SCUBA diving, Sage Mountain National Park)
· Set fares for tourist services & activities
· Best sailing infrastructure in Caribbean (most charters, well-defined routes & moorings)
	· No direct flights from US
· Overcrowded in high season

	Trinidad & Tobago
	· Multicultural destination (Asia, Europe, Africa, Latin America)
· Trinidad Carnival (ranked as ‘best party in the Caribbean’)
· Steel band music
· Inexpensive visitor accommodations
· Excellent wait service at local restaurants
· Reasonable food options & prices
· Most tour packages & hotels provide quality value for price paid
· Leisurely lifestyle
· Abundance of natural ecosystems & nature-based recreational activities (rainforests, coral reefs, beaches, birdwatching)
· Relatively uncrowded& undeveloped
	· High crime
· Unprofessional wait & front desk staff (hotels, restaurants)
· High costs for visitor accommodations & activities (poor value)
· Limited options for vegetarians (restaurants)
· Unfriendly local people & vendors (frequent harassment & pressure to purchase goods & services)

	Turks & Caicos
	· Ease of access & frequent non-stop flights from US
· One of best beaches in Caribbean (Grace Bay)
· Natural, 499-mile (798 km) barrier reef
· A premier destination in Caribbean for marine recreation (snorkeling, SCUBA diving, humpback whale watching)
· Excellent hotels (even budget hotels provide in-room refrigerators & bottled water for guests)
· Highly professional wedding planning services
· Affordable prices for most visitor services & tour packages
· Clean public beaches & natural areas
	· 

	Virgin Gorda & Anegada, BVI (UK)
	· Blend of British & Caribbean cultures
· Quality, affordable hotels, restaurants & tour providers
· Wide diversity of visitor recreational activities
· Slow-paced lifestyle & secluded visitor facilities
· Among “longest beaches”
· 200-plus shipwrecks (excellent for SCUBA diving)
	· Poor airline connections from US
· All air passengers & baggage must transfer through Puerto Rico or USVI


Source:  Budget Travel, 2015; Caribbean Edge Magazine, 2011;  Caribbean On-Line, 2014; Consumer Traveler, 2015; Debbie’s Caribbean Resort Reviews, 2011; Expedia, 2015; Facebook, 2015; Frommer’s Travel Online, 2015; IgoUgo, 2011; KPMG, 2014; TripAdvisor, 2014; WhereToStay, 2014.
Appendix 2: Barbados Destination Reviews, 2009-2015.
	Social Media Source
	Positive Reviews
	Negative Reviews

	BudgetTravel
	
	· Expensive accommodations (very few budget hotels, especially in high season)
· Limited access (only seasonal non-stop flights from US)
· No cruise ships direct from US
· Many hotels are in urban areas or distant from restaurants
· Public transport system is poorly marked & inaccessible outside main tourist areas

	Caribbean Edge Magazine
	· Professional, quality wedding planning
· Many quality beaches & high end beachfront resorts
· Excellent windsurfing
· Rum tours
· Many scenic natural attractions (Harrison’s Cave, Crane’s Beach, snorkeling with turtles)
	· Malfunctioning or inoperative equipment in many 3- to 5-star hotel rooms (AC, light switches, ceiling fans, showers, TV, phone & Internet service)
· High priced restaurant meals (2-3 times more than expected, customers often charged US$ when menu lists BDD)
· Outdated facilities & furniture in many 4- & 5-star resorts
· Lack of window screens at many popular hotels & tourist resorts

	Caribbean Magazine
	· Quality of beaches
· Cleanliness of destination
· Ease of transportation (air, taxi, bus, shuttle)
· Diverse options for recreational activities
· Local restaurant experience/options
· Public safety & health
	· High prices & poor value for visitor services, accommodations & souvenirs
· Poor customer service at hotels & restaurants
· Inefficient & cumbersome Immigrations process (extensions can only processed at central city office, not airport, and then take 3 weeks to return passports)
· 5-star hotels are often substandard by international standards (The Crane)

	Caribbean-on-line.com
	· Excellent (18), great (9) or good (2) hotels (n = 35)
· Friendly staff
· Remarkable food in high-end restaurants
	· Fair hotels (6) (n=35)
· Run-down or dilapidated accommodations
· Poorly managed hotels & restaurants
· Limited recreational facilities on-site at many resorts
· Overcrowded restaurants & beaches
· Lack of elevators at many hotels for physically restricted guests

	ConsumerTraveler.com
	· Among most recommended Caribbean island destinations for beaches, private villas, quiet & good value (#1 Paradise Island, Bahamas; #2 US Virgin Islands; #3 Barbados; #4 Aruba)
	

	Debbies Caribbean Resort Reviews
	· Good weather
· Excellent hotels (2) or very good (2) (n = 9)
	· Average (1), poor (2) or terrible hotels (2) (n= 9)
· Overhyped or false promotional material for many popular tourist hotels
· Outdated or unclean hotel rooms & swimming pools, poor quality facilities, no trash removal, only limited amenities (wi-fi, AC, on-site restaurants or shuttle to nearby locations)
· Tour bus drivers frequently stop to socialize with friends or run personal errands
· Limited restaurant options available outside major tourist areas
· Lack of variety on menus at many restaurants (‘same food every day’)
· Restaurants ‘serve extremely small portions’ for meals
· Mediocre restaurants & unprofessional or poorly trained wait staff
· Bridgetown is ‘very dumpy and run down and offers nothing unique’
· Overall, Barbados is ‘too expensive, too unfriendly and has terrible shopping’ (Canadian tour manager)

	DefinitiveCaribbean.com
(The Definitive Caribbean Travel Guide)
	· Newly-designated UNESCO World Heritage Site (Historic Bridgetown & Garrison, designated 25 June 2011)
· Wide range of visitor accommodations (budget to high-end)
· Flight access from US, Canada & UK
· Multicultural heritage (music, English language, cricket, plantation ruins, rum production)
· Active National Trust program (Sunday hikes)
· Excellent gardens (private & public)
	· Overdeveloped, overcrowded & heavy traffic congestion in Bridgetown
· Expensive visitor services, hotels, & tour packages
· Increasing emphasis on ‘all-inclusive’ hotel packages is leading to a shortage of good, mid-range accommodations
· Increasing homogenization & uniformity in hotel sector (loss of ‘island character & Bajan experience’)
· Very few options to purchase locally produced souvenirs (most ‘Bajan’ products are imported)
· Increasing preference for DJ’s in many popular tourist resorts, rather than Bajan musicians & bands

	Expedia
	
	· Infrequent airline service (especially in off-season from the US, Canada & UK)
· High airfares & distance compared to other Caribbean islands from the US and Canada
· Lack of free Internet access in many hotels, plus slow/throttled connection speeds & poor quality when connected

	Facebook
	· Rihanna’s music
	· High priced goods & services during peak tourist season
· Lack of online information (no bus schedules or route map provided by Barbados Transportation Board or Tourism Board)
· Public bus stops do not include route numbers, schedule, or system map
· Poor customer service at many hotels, restaurants & stores
· Many hotels lack AC or operating ceiling fans, or levy an excessive surcharge
· Many accommodations have no screens on windows to keep out insects, or lack working facilities (light switches, fans, toilets)

	Fodors.com
(Fodor’s Travel Intelligence)
	
	· Overpriced accommodations & lack of repairs at many former high-end hotels
· Poor quality rental apartments
· No route map or bus schedules available online or at bus stop
· Overcrowded & noisy private busses (loud music)

	Frommer’s Online
	
	· Only seasonal non-stop air from the US
· Expensive accommodations
· Mature destination “in need of an overhaul”

	HolidayWatchdog.com
	· Good food
	· Sub-standard hotels

	HotelGuide.network
	· Numerous ecotour options (waterfalls, caves, forest, indigenous wildlife)
· Lively nightlife
· Some of Caribbean’s best restaurants
	· Sub-standard hotels
· Lack of maintenance evident at most popular hotels
· Crime & theft in popular tourist areas
· Overcrowded beaches & venues in popular tourist areas

	IgoUgo.com
	· Bajan& British cultural heritage (cricket, high tea, music)
· Outstanding snorkeling opportunities (Carlisle Bay Harbour & Marine Park, Folkestone Marine Reserve)
	· Loud noise at many hotels (nearby road traffic, heavy traffic congestion at peak hours, neighbourhood dogs, tree frogs)
· Unsanitary conditions at many hotels & restaurants
· Lack of screens on hotel room windows (high humidity & insect infestations in rooms)
· Expensive surcharge imposed by many hotels & rental condos for AC &wi-fi
· Many hotels lack in-room wi-fi access, room service or mini-bar (instead, wi-fi access is often available only by front desk, or the hotels throttle download speeds & levy excessive rates for Internet access in room)
· Meals at hotels & restaurants are expensive

	ShermansTravel
(Hand-picked expert deals & travel advice)
	· Diversity of recreational activities & visitor attractions (beaches, historic ruins & plantation houses, Anglican church services, Andromeda Botanical Garden, Oistin’s fish fries, annual Jazzfest, cricket games, tea times)
· Mix of British, Creole & West Indies cultures
· Superlative service & dining options for tourists
	· High priced visitor goods & services

	Totally Barbados.com
	· ‘Right mix of modernization while maintaining its old world charm’ (2006)
· ‘Much more to offer’ than Dominican Republic, St. Lucia or St. Vincent (2006)
· ‘Fair food prices’ (2006)
· Friendly people & ‘Bajan atmosphere’ (2006)
· Rum shops (2006)
· Prices are cheaper than UK (2006)
· Nature scenery (2007)
· Excellent ‘value for money’ (2007)
· Excellent local food (2007)
· ‘Friendliness of local people’ (2007)
· Swimming with turtles (2007)
· ‘Friendly & polite people’ (2010)
· Local Bajan food (2010)
	· Limited activities for children (2007)
· Facilities & activities are over-hyped and ‘do not meet expectations’ (2007)
· Poor customer service outside Hilton & other high-end hotels (2007)
· Prices higher for food, transportation & hotels than Mediterranean (Greece, Turkey, Montenegro)
· Prices ‘comparable to UK’ (2007)
· Most popular tourist beaches are overcrowded & ‘commercialised’ (2010)
· Lots of trash on beaches (2010)
· Limited recycling options for tourists outside main hotels (2010)
· Extremely difficult to navigate by rental car (e.g., few road signs, posted road names different from maps provided by rental companies)

	TripAdvisor
	· Excellent (857) or very good (158) hotels (n = 1,090)
· Helpful front hotel staff who appear genuinely concerned with guest needs
· Snorkeling with turtles
	· Average (43), poor (25), or terrible (4) hotels (n = 1,090)
· Overpriced rooms & activity fees during high season (January-March)
· West coast beaches are severely eroded, with large boulder piles placed in front of many hotels to protect against further erosion)
· Many hotels need rehabilitated (lack of exterior paint, non-working room amenities, noisy AC (when available), rusty toilets & sinks in bathrooms, both exterior & guest room interiors ‘look just a bit tired’)
· Hotel rooms not cleaned regularly (‘staff blame the lack of daily cleaning on the hotel’s green policies’)
· Horrible traffic congestion
· Pressure by hotel staff to buy tour packages immediately on checking in
· Hotel fees added to package tours arranged by hotel
· Misleading information on visitor facilities, room sizes & amenities
· Distorted promotional photos (crowded beaches when photo shows no people or imply the hotel has a private beach when it’s actually public use)
· Inoperative ceiling fans, lack of fans &  AC in hotel rooms, added fee to use, or inability of guest to control room temperature
· Limited restaurant menus & food selections (especially for vegetarians), high-priced food & services, inconsistent food preparation quality
· Poor restaurant service, unwillingness of restaurant staff to do special orders or accommodate dietary restrictions (gluten-free, vegan)
· Lack of fresh food, vegetables & salads (attributed to ‘British culinary influence’)
· Lack of quality customer service & poor staff training
· Poor value for visitors (many services & items priced in US dollars, but not clearly indicated)
· Expensive groceries at local supermarkets
· Lack of privacy in many hotel rooms (close proximity of residential houses, roads, adjacent hotels)
· Barbados Tourism & Transport Boards provide outdated or incomplete information for visitors (transportation website is particularly complicated & ‘user unfriendly’ for locating bus schedules & routes, no bus numbers for select routes shown, no route system map provided, links for reverse routes don’t work, bus stops do not provide any relevant visitor information)

	Twitter
	· Rihanna is most positive thing about Barbados
· Friendly people & good food
· National Trust Walks (every Sunday)
· Diving with green turtles off West coast
· Fish fry at Oistin’s
	· Misleading or false information given visitors about prepaid cell phone service (pay for 4G service that is actually free wi-fi provided by Lime)
· Many hotels lack AC or operating ceiling fans, or screens on windows to allow fresh air & keep out insects
· Barbados Tourist Board is unhelpful when addressing visitor inquiries, and online information is outdated, irrelevant, or incomplete (for example, there is no map of the public bus routes in popular tourist areas)

	Unanchor.com Blog
(For independent visitors interested in less research, more travel)
	· Friendly people
· Opportunity to dive with green turtles
	· Increasing preference for ‘all-inclusive resorts’ has reduced visitor spending & interaction with residents in adjacent areas
· Overcrowded tour busses & dive boats (quantity of paid guests emphasized over quality of visitor experience)
· Difficult for visitors to venture beyond South and West beach areas (public bus transport to East coast is especially problematic, with infrequent schedules & limited access to many interior areas)

	Virtual Tourist: The people behind the places
www.virtualtourist.com
	· Wonderful climate
· Friendly people
· Beautiful beaches
· Relaxing
	· Expensive
· Traffic congestion
· Poor public transport system (no route map on Barbados Transport Board website or at stops, no schedules or information outside main tourist areas)
· Crime (theft)
· Unsanitary food preparation at many local restaurants
· Taxis often charge by number of passengers, in spite of ‘fixed fare’
· Many rental companies overcharge (add non-specified fees to total, including local driver’s license, collision/damage insurance)

	WhereToStay.com
(Know before you go…)
	· Gorgeous beaches
· Hospitable & professional hotel staff
· Abundant wildlife (monkeys, birds, green turtles)
	· Hotels are adequate, but not special
· Outdated visitor accommodations & facilities
· False advertising by many tourist hotels & rental apartments (photos show oversized rooms when they are actually very small, or a private beach nearby when it is actually some distance away or a public beach)
· Unsanitary or unclean conditions in hotel rooms (no housekeepers or infrequent room service, previous guests clothing left behind in room)
· Many hotels lack even basic security measures (reception staff absent at night, hotels lack watchmen, no emergency contact numbers provided to guests, room doors lack locks or peepholes)
· Restaurants in popular tourist areas are overpriced & food quality is inconsistent
· Ungrateful hotel wait staff (excessive demands for individual tips, visitors report feeling pressure to give at least 30% per employee)
· Lack of response from management or apartment owners when visitors express concerns & complaints
· Intermittent electrical outages & no back-up generators provided for hotel services
· Guests report frequent hassles & hostile encounters from Bajans at beach (sexual harassment, drugs, threats if souvenirs or services not purchased)
· Lack of privacy in hotel rooms (no window screens or curtains, balconies do not have walls separating adjoining rooms)





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