Given its foreign exchange earning and employment potential, tourism is touted as a vehicle for development in many developing countries (Holloway, 1998). As such, many destinations offering sun, sea, sand and, most recently, culture and lifestyle elements are emerging and competing for the same global travel market. Making a similar point, Gunn (1972) notes that there is an ever-increasing option of available tourism destinations for travellers to choose from and which has resulted in a case for substitutable options, as well as increased confusion. To differentiate themselves, destinations must be able to transform their comparative advantage into competitive advantage, so that their destination is not easily substitutable. The destination attributes and image therefore are important in applying this concept of product differentiation. This takes research and focused strategy in order to ensure the end result meets the needs of the customer (Kotler, Bowen, & Makens, 2006).