ABSTRACT
Tropical scenery, long white sandy beaches, with beach front resorts alongside deep blue waters are what await vacationers looking for a relaxing Caribbean getaway. Caribbean islands have been successful in using the natural elements of sun, sea and sand to attract tourists. This destination image has made the Caribbean region one of the most sought-after vacation spots in the world (Jayawardena 2002). Part of an island’s destination image includes those welcoming faces of the local community willing to provide prompt and friendly hospitality. As observed by Dunn and Dunn (2002), it is not physical structures or even natural features that distinguish one Caribbean destination from the other, but the warmth and uniqueness of the people. Conversely, although the attractiveness of the Caribbean’s landscape is undeniable, it can be undermined if the host community behaviour is not at par with tourists’ expectations.
