Date of Conferral
2022
Degree
Doctor of Business Administration (D.B.A.)
School
Business Administration
Advisor
Pamm Kemp
Abstract
Business owners are often ill-equipped to implement tourism marketing strategies needed to drive successful businesses. Ineffective marketing strategies can negatively impact small resorts’ viability and result in premature business failure. Grounded in Porter’s five forces theory, the purpose of this qualitative multiple case study was to explore tourism marketing strategies that business owners use to achieve sustainability in their business successfully. The participants were owners of three small resorts in the British Virgin Islands (BVI) who successfully achieved sustainability in their businesses. Data were collected through face-to-face semistructured interviews, archival records, and social media websites. Through thematic analysis, four themes emerged: (a) social media marketing strategies, (b) internet marketing strategies, (c) business operations, and (d) traditional marketing strategies. A key recommendation is for owners of small resorts to create a measurement plan to monitor marketing efforts. The implications for positive social change include the potential to increase local communities’ tax revenues.
Recommended Citation
Callwood, Rosemary, "Tourism Marketing Strategies to Sustain Small Resorts in the British Virgin Islands" (2022). Walden Dissertations and Doctoral Studies. 13243.
https://scholarworks.waldenu.edu/dissertations/13243
