... and to later apply the model to the case of the rural parish of St Thomas, Jamaica. Design/methodology/approach To achieve the objectives outlined a comprehensive review of related literature was conducted. The researcher interviewed six of Jamaica's national tourism leaders and analyzed their responses...

... for analysis. Findings The findings indicate Jamaica's ten‐year master plan has the correct focus. The goals of the plan are viewed as important. Goals related to heritage‐based tourism and infrastructure improvements and accessibility are perceived as successfully developed. Weaknesses appear...