One Love, One Image: The Projected Tourist Image of Jamaica

Summary This case study examines the relationship between Jamaica’s induced (projected) and organic (perceived) tourism images, analyzing how official branding aligns with, or diverges, from tourists’ experiences. Using a mixed-methods approach that integrates qualitative coding and quantitative analysis of Booking.com hotel reviews (N = 25,000) from Montego Bay and Kingston, the study contrasts these perceptions with materials from official campaigns (“Visit Jamaica,” “Heartbeat of the World”). Results show that Jamaica’s projected image—centered on “One Love,” reggae culture, and idyllic coastal leisure—resonates with many visitors but coexists with perceptions of safety concerns, infrastructural decay, and limited interaction with local communities. Montego Bay tends to reinforce the idyllic narrative, while Kingston introduces urban-cultural complexity. By demonstrating how hotel-based experiences can act as symbolic microcosms through which visitors interpret the wider destination, this case validates online hotel reviews as a credible lens for understanding destination image formation. The study concludes with implications for marketers on balancing emotional appeal and ethical representation in promoting authenticity and sustainability. Information © The Author 2026