Why are the outer islands in the South Pacific popular with some tourists and not with others? The Vanuatu example.

摘要

The research reported in this paper sought to identify the key determinants of small island tourism in the Pacific region because of the unique problems faced by such small islands in an era of mass tourism. It thereby addresses a gap in the literature. In investigating this problem, the opinions of 185 Australian tourists were surveyed as they returned from holidaying in Vanuatu. This sample included those who had visited outer islands such as Espiritu Santo as well as those who had not ventured beyond the main island of Efate. Findings indicated that to both samples, the cost of airfares was a very important influence on the decision to visit the region. However, those who did not travel to an outer island felt that additional advertising and marketing as well as more exposure in travel brochures was required, whereas those who did visit outer islands considered that cultural awareness was the most important factor influencing their decision. The need for higher standards of accommodation and improved awareness of tourists’ needs as other significant influences were also identeified