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Impact of Carnival Tourism: Carnival as Niche Tourism Product

Impact of Carnival Tourism: Carnival as Niche Tourism Product

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Author(s): Leei John (Queen Margaret University, UK)and Dominic Alexander (University of the West Indies, Saint Lucia)
Copyright: 2025
Pages: 34
Source title: Intersections of Niche Tourism and Marketing
Source Author(s)/Editor(s): Bruno Barbosa Sousa (Polytechinc Institute of Cávado and Ave, Portugal)and Vasco Ribeiro Santos (ISLA Santarém, Portugal)
DOI: 10.4018/979-8-3693-8417-6.ch018

Keywords: Business & Management / Business Science Reference / Hospitality, Travel, and Tourism Management / Marketing

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Abstract

This chapter examines the growing prominence of niche and special interest tourism, driven by a demand for unique, tailored experiences that foster deeper connections with destinations. Focusing on carnival tourism, a key subset, it highlights its integration of heritage, culture, food, and events. Using St. Lucia as a case study, the chapter explores how strategic marketing and branding elevate carnival as a premier tourism product, driving sustainable growth, economic diversification, and cultural preservation.

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