Applying a Package Goods Research Method to Tourism Marketing

Abstract

A visitor survey tackles the problem of increasing the efficiency of Curacao's marketing strategy. This article focuses on two areas: (1) the tourists' biggest problems with Curacao, which must be the focus of corrective efforts, and (2) Curacao's nonproblem areas, or positive aspects which can be featured in advertis ing and promotion. A consumer research technique called problem detection, widely used in package goods marketing, was applied to the development of an improved marketing strategy for Curacao.