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Journal of Vacation Marketing
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Caribbean vacations: a case study of selected marketing factors in Jamaica

Mary Fish

College of Commerce and Business Administration, University of Alabama

William D. Gunther

College of Commerce and Business Administration, University of Alabama

Marketing plans must consider the overall effects of macroeconomic variables. Growth in United States income and the relative decrease in island prices ivere significant stimuli to the growth of tourism in Jamaica over the last decade. Changes in US relative prices in relation to Jamaica and other Caribbean destinations affect Jamaican tourist volume and tourist expenditures. Studies adjusting tourist data for the impact of inflation and ofJamaican/US exchange rates on tourism revenue show the effect of these factors.

Key Words: Jamaica • Caribbean • income • relative prices • consumer price indexes • exchange rates

Journal of Vacation Marketing, Vol. 2, No. 3, 199-206 (1996)
DOI: 10.1177/135676679600200302
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