Restructuring a tourist industry to attract the British visitor: An examination of tourism marketing pressures in the Cherbourg peninsula

Abstract

With an increasing number of Britons crossing the Channel, French ferry ports are looking at ways of attracting and retaining tourists in their own right. This paper examines the case of one of the rapidly expanding ports — Cherbourg. The paper considers the need for a change in visitors' perceptions to encourage travellers to spend' more time in the area. Methods to obtain that shift are explored and cover the initial research exercise coupled with marketing communications policy as a second stage. The study concludes there is a need for a formal public and private sector body to debate, develop, implement and monitor a common tourism policy.