Innovation in island ecotourism in different contexts: Yakushima (Japan) and Tahiti and its Islands

Abstract

This article examines whether the future of tourism in island destinations lies in more and continued innovation on the part of all stakeholders so tourists will consider the extra expense of travelling a worthwhile investment. Islands have long been icons as tourism destinations. However, established destination images can cause a lack in adaptability to changing markets. Though located in different parts of the world and seeking different markets most island destinations would benefit from innovative strategies and products to enhance their attractiveness to high yield visitors. The article uses two examples to analyse the innovative forms that have been adopted in island destinations in the hope they could become models or encourage imitation by other destinations. Two aspects of innovation are discussed. New imaginary can creatively and innovatively (re-)imagine representations; sustainability could be an important innovative pursuit, which requires new narratives for continued tourism growth. These concepts are applied next to the island of Yakushima in Japan and Tahiti and its Islands to determine the main innovative elements used or required to jumpstart the attractiveness of island destinations, though it is recognized that implementation is complex.

Keywords

• ecotourism
• image
• innovation
• island tourism
• Tahiti
• Yakushima