A Case Study on Barbados Tourism: Repositioning a Struggling Country Brand

By: Staff
photo of a white sand beach and turquoise blue sea water with a wooden lifeguard station in the foreground.

A wooden lifeguard station on the island of Barbados (photo by Richard Blaikie)

Chekitan Dev, the Singapore Tourism Distinguished Professor and professor of marketing at the Cornell Peter and Stephanie Nolan School of Hotel Administration, and case writer Laure Mougeot Stroock have coauthored a Center for Hospitality Research case study: “Barbados Tourism: Repositioning A Struggling Country Brand.” Developed as the basis for class discussion, the case focuses on the Caribbean Island nation of Barbados that is known for its theme: “Sea. Sun. Sand.”

To encourage stay-over tourism, the island’s tourism officials have been promoting its historical importance, eco-tourism, and local festivals. Students studying this case will need to determine if this will be enough to increase the rate of Barbados’s stay-over tourism industry, the island’s main source of income, in comparison to cruise ship visitors.

The case was published by the Center for Hospitality Research at the Nolan Hotel School.

About the Authors

Chekitan Dev is the Singapore Tourism Distinguished Professor and professor of marketing at the Nolan Hotel School. An internationally renowned scholar and thought leader on marketing and branding in the hospitality, travel, and tourism industries, he teaches courses on brand and marketing management.

Laure Mougeot Stroock is an independent business research analyst and case writer at the Nolan Hotel School and the Samuel Curtis Johnson Graduate School of Management at the Cornell SC Johnson College of Business. She holds a master of public administration degree from the John F. Kennedy School of Government at Harvard University and a graduate degree in international affairs from the University of Paris IX Dauphine.