Tourism marketing, ileity and the construction of a real ideality

Abstract This study delves into the realm of island marketing, challenging prevailing assumptions held by potential mainland and urban tourists. It adopts a critical approach aimed at unraveling the motivations and expectations of these tourists in relation to island destinations, exploring the conflictual connections between the implicit beliefs in insularity and islandness. The study refutes simplistic stereotypes that often dominate insular tourism marketing, which abstractly portrays tropical islands as paradises of happiness and tranquility. The research identifies several values and benefits that significantly impact the motivation of island tourists, while recognizing the uniqueness of islands as tourist destinations. These include the allure of the sea and beaches as sources of leisure and well-being, the distinctiveness of island communities marked by authenticity and ancestral isolation, the promise of adventure in unfamiliar spaces, emotional involvement through personal spontaneity and freedom, and the opportunity to connect with preserved nature. For many small islands, tourism serves as a crucial economic resource, and their promotion centers around the idea of paradise and escape from the everyday routine—a concept referred to as “island desire” within a utopian context. The study also discusses the evolving role of communication technologies, the equivocal notion of authenticity, the significance of interculturality, and the contrasting perceptions of the sea for mainlanders and islanders. It emphasizes the need for island marketing professionals to draw from anthropological and epistemological insights to inform their creative communication strategies.