The commercial images promoting Caribbean mangroves to tourists: Case studies in Jamaica, Guadeloupe and Martinique

Avau, J.; Cunha-Lignon, M.; De Myttenaere, B.; Godart, M.-F. and Dandouh-Guebas, F., 2011. The commercial images promoting Caribbean mangroves to tourist: Case studies in Jamaica, Guadeloupe and Martinique. Journal of Coastal Research, SI 64 (Proceedings of the 11th International Coastal Symposium), 1277 - 1281. Szczecin, Poland, ISSN 0749-0208. This paper examines the image used to promote tourism activities in mangroves and how those activities are actually managed and interact with mangroves in Caribbean islands. The study focused on Jamaica (Black River Lower Morass), Guadeloupe (Grand Cul-de-Sac Mann) and Martinique (Bay of Genipa). The communication (arguments and illustrations) used by the local travel agents to attract people in the mangroves were studied and local actors interviewed. Firstly, it was noticeable that communications used ecological characteristics for each studied area, transport modalities together with stereotypes about the "postcard picture" of the environment in the Caribbean. Despite their activities linked to mangrove ecosystems, 62% of operators directly proposed mangrove areas in their promotional literature and 38% used other arguments (sun, snorkeling, food & drinks, among others). Two kinds of illustrations were most used to attract visitors into mangrove areas. On the one hand these forests are displayed as mysterious natural and wild sites and on the other hand as a good place to practice leisure activities and to relax, enjoying the paradisiacal seascape. Secondly, we investigated the actual use of the mangrove by tourism. Mangroves are involved at three levels: physical, temporal and cultural. And for the commercial image which represents the mangrove, the requested resources and interest degree in activities are different. It was concluded that tourism in mangrove areas is presented as a "soft" form of ecotourism, a one day trip which combines the discovery of particular natural sceneries and relaxing activities.