Domestic Tourism: Untapped Opportunities for Sāmoa (With Special Reference to Accommodation Providers)


Tourism is both a key contributor to the economy of Sāmoa  and the leading source of foreign exchange. The seasonal nature of tourism is particularly detrimental to the accommodation sector. In many countries, the development of domestic tourism is actively promoted as it plays a vital part in tourism sustainability. Sāmoa however, like many other countries appear to be overlooking the potentials of domestic tourism in their development and tourism strategies. The present study uses secondary data and case studies to examine the advantages and opportunities created by domestic tourism. Secondary data found that the key areas of focus highlighted in the Strategy for the Development of Sāmoa SDS) 2005-2007, 2008-2012, Sāmoa Tourism Development Plan (STDP) 2009-2013, Sāmoa Tourism Sector Plan (STSP) 2014-2019, and Sāmoa Tourism Strategic Marketing Plan (STSMP) 2014-2019, indicate that domestic tourism development is not a key focus of tourism development. Using Talanoa research method (TRM), primary data was collected from 20 stakeholders in the tourism industry. Using Thematic Analysis, it was found that there were a mixture of views for and against the development of domestic tourism in Sāmoa.

Keywords: Development, Domestic tourism, Sāmoa., Tourism

Article Review Status: Published

Pages: 10-24 (Download PDF)

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