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Festival tourism: Beyond sun, sea and sand

“Festival tourism extends the season beyond the ubiquitous annual carnival celebrations and grants each territory a chance at drawing on their interwoven but distinctively unique histories.” In the highly competitive tourism industry it becomes imperative to create a distinctive and captivating brand that not only draws the attention of customers but also engrosses them in the experience so that they seek to return in the future. In the Caribbean the sun-sea-and-sand brand of tourism has become part of our standard marketing image with more recent forays into eco-tourism such as Guyana’s taking root as described in depth by BBC Travel. According to a presentation on developing responsible tourism products there are unique factors one must grasp regarding a tourism product before forging ahead.   A tourism product is: intangible; is largely psychological, being based in experiences; • is perishable in that it only exists when customers are present; carries fluctuating demands; cannot be undertaken by a single enterprise; is of fixed supply as the customers must be brought to you; is heterogeneous in that the quality and standard of the experience can vary with time; is extremely risky; and carries an absence of ownership—meaning that whatever ownership exists comes from the

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