The delicate balance between success and success: A qualitative study of national airlines, tourism, and online strategy in the South Pacific

Abstract

This qualitative study investigates the potential contribution airlines might make to the growth of tourism in three nations in the South Pacific. Utilising face-to-face interviews, executives with Air Vanuatu, Fiji Airways, and Solomon Airlines, were asked about their perceptions of the South Pacific tourism marketplace, their strategies for growing tourist numbers to their destinations, and how these activities make use of the internet.

Analysis indicates that these organisations rely on three "tiers of strategy"; generic strategies utilised across tourism entities, aviation industry-specific programmes, and proprietary planning developed and used by the individual organisations. Though there is some cooperation across organisations, greater emphasis has been placed on independent, uncoordinated action. It was thus clear from the interviews that there is potential for greater interaction amongst and between these organisations, both locally and regionally, that might lead to profitable synergies. However, it is also understood that strategies designed to market South Pacific island destinations could prove too successful, increasing tourist numbers beyond the ability of the islands to provide for them.