Author Affiliation, Ana.
'Come to Jamaica and Feel Alright!': Marketing Reggae as Heritage Tourism
Caribbean Tourism: more than Sun, Sand and Sea
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This chapter examines reggae music as a cultural / heritage tourism attraction in Jamaica. The author briefly traces the roots of reggae and examines its impact on tourists visiting Jamaica. The chapter also presents a review of the influence of Bob Marley on the development and popularising of reggae. While the use of this art form as a promotional tool was not accepted initially, reggae has developed and evolved to occupy a distinctive place in the Jamaican culture. The author also discusses the development of events such as Reggae Sumfest and Reggae Sunsplash that were created to attract tourists in the off-peak periods. These events enjoyed some measure of success and have helped to make reggae widely accepted as a part of international culture. (AU)....