Pretty Lies, Clear skies and turquoise seas: A study of the Bahamas tourism industry in print advertising, 1960- 2020s.

Abstract

The thesis examines the complex relationship between tourism development, representation, and the national identity in the Bahamas, a nation heavily reliant on tourism for economic growth. The Caribbean region has historically been recognized as one of the most tourism-intensive areas globally, particularly since the emergence of mass tourism. This study provides a critical analysis of the influence of economic dependence on the tourism sector, investigating the advantages and disadvantages associated with it. Drawing on extensive historical and contemporary sources, including print advertisements and academic discourse from 1960 to 2015, this study displays how the representation of the Bahamas in tourism advertisement has influenced the Bahamian national identity. The visual communication strategies employed by the Bahamas tourism industry, primarily through print advertisements, serve as a powerful tool in shaping the perceptions of the Caribbean as a paradise destination. By dissecting the representation of local residents in these advertisements and evaluating their impact on the community, this study offers fresh insights into the dynamics of power and identity within the Bahamian tourism landscape. The results of this study not only make a valuable contribution to the academic discourse on Caribbean tourism but also offer tangible benefits for policymakers and stakeholders who are interested in effectively managing the challenges faced by economies reliant on tourism.