Graduate School of Business


Doctor of Business Administration (DBA)


Ashlie Roeder


Trinidad & Tobago, Small Island Destination States (SIDS), Destination Marketing, Food Tourism, Food Souvenirs, Trinitario Fine Chocolates, Food Safety and Hygiene, Carnival




Trinidad & Tobago is a Caribbean and Small Island Destination State (SIDS) tourism anomaly because it is neither a mass leisure nor a traditional (3S) sun, sea, and sand tourist destination. There is growing scholarly attention on food-related destination marketing in the most successful and attractive tourist destinations globally. Despite the influence of food on a destination's competitiveness and attractiveness, policymakers and tourism organizations of the Caribbean and Trinidad & Tobago have at best underutilized and even ignored the potential of local food because they poorly understand its capacity and capability. Traditional destination marketing treats food merely as a complementary attraction and one of several brand image elements and objectifies it as functional and an element of culture. A 3C destination experience featuring Trinidad & Tobago Carnival, chocolate, and cuisine is more authentically and uniquely competitive than merely homaging ubiquitous 3S brand loyalty. Achieving a deeper understanding of the contemporary leveraging of Trinidad & Tobago's local food and its albeit unofficial status as the culinary capital of the Caribbean as a destination marketing pull is pivotal. A food tourism strategic marketing plan incorporating the facets of Trinitario fine chocolate food souvenirs targeted to the Caribbean cruise tourism industry and destination food safety and hygiene is a crucial cornerstone of contriving future Trinidad & Tobago destination loyalty strategies. However, leveraging an expansive diaspora as destination ambassadors and the growing popularity of Trinidad & Tobago-styled carnival festivals held predominantly in major North American and U.K. cities are the key destination loyalty success pivots.

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