Date of Award

Spring 2026

Document Type

Open Access Thesis

Department

School of Hotel, Restaurant and Tourism Management

First Advisor

Drew Martin

Abstract

This study examines tourism competitiveness in nested peripheral islanddestinations by comparing the Online Destination Image (ODI) of Aruba and Curaçao in the United States market. Although geographically proximate and historically connected, the two Dutch-Caribbean islands differ in tourism development, branding strategies, and market maturity, with Aruba representing a mature destination and Curaçao an emerging competitor. The research analyzes how user-generated content (UGC) and electronic word-of-mouth (eWOM) shape ODI across cognitive, affective, and conative dimensions and evaluates the relationship between these perceptions and measurable indicators of tourism competitiveness. Using a convergent mixed-methods design, (n = 7,935) English-language UGC collected via Quid from blogs, forums, review platforms, and social media for 2023 was examined through sentiment and attribute analyses grounded in the Cognitive–Affective–Conative framework. Findings indicate that Aruba’s consistently positive ODI aligns with its established branding and reinforces loyalty and competitiveness, while Curaçao’s ODI highlights authenticity and cultural hybridity but reveals branding and service inconsistencies. A statistically significant relationship between ODI and competitiveness is identified, contributing theoretical and strategic insights for small island destinations competing in high-value markets.

Rights

© 2026, Camille Susanne Lievens

Download

Available for download on Wednesday, May 31, 2028

Share

COinS