Bob Marley One Love Case Study

One of the most popular reggae songs ever, ‘One Love’ (Bob Marley and the Wailers, 1977) has been used by the Jamaica Tourist Board since the mid ‘90s to advertise Jamaica as the number one choice for tourists’ destination. Tourism involves the study of individuals moving away from his usual place of abode to another area. Equally important is the study of the industry to satisfy his needs and how both he and the industry will affect the host country’s economic, physical and sociocultural environment. Significantly, Jamaica provides a wide array of natural and man-made facilities that are attractive and appealing to domestic, regional and international tourists (Tourism Product Development Company, n.d.). The tourist industry in Jamaica can

(Lunt et al, 2012). Specifically, this can be seen in the increased level of tourist travelers to Jamaica amounting to over three million in 2012, so as to enjoy the various products offered. (Jamaica Travel Secret, n.d.). Sacks (2012) study yielded that visitor arrivals increased by 45% over the last decade, allowing tourism to contribute between US$1.3 and US$2 billion annually to the local economy. In addition, this increase has led to the provision of accommodations for these tourists. Accommodation on the island ranges from the economical to the 5-star, and attracts a high level of foreign direct investment. Market leaders such as Sandals, RIU, Iberostar, and Bahia Principe (Groupo Pinero) run a number of sites on the island, and with the additional increase in 'boutique' hotels, it is expected that an extra 10,000 rooms will be created by 2012, on top of the 24000 already available (Jamaica Promotions Corporation, n.d.). Tourists who visit are particularly fond of souvenirs, clothing and craft items that are uniquely Jamaican. (Lunt et al, 2012). Jamaica Travel Secret, (n.d.) noted that majority of cruise ship passengers wait until they arrive in Jamaica to purchase these items because of how heavily discounted they are. Souvenirs stores can be found in hotels, near cruise piers and at various craft markets. Tourists are particularly fond of Jamaican art and craft shops which specialized in locally handmade, merchandise that reflects her unique culture. Subsequently, Lunt, et al (2012) further expounded that foreign exchange earnings are vital to Jamaica’s economy since it is essential factor in the payments of imported items and repayments of international