Geography Reference
In-Depth Information
Applied Geography: Marketing Venezuela
Some time ago the Venezuela National Tourist Office embarked on an advertising cam-
paign to promote tourism in Caracas, the capital city, and Margarita, a resort island. The
ads ended with the words “Venezuela, the country in the Caribbean.” One thing the ads
did not include was a map. What it would show, of course, is that Venezuela is in South
America while Margarita is indeed in the Caribbean. But “country
in
the Caribbean”?
Venezuela is certainly
by
the Caribbean, or
borders
the Caribbean, or
lies alongside
the
Caribbean. But
in
the Caribbean? Close, but no cigar.
Why would a country in South America profess to be in the Caribbean? The answer is
that potential tourists from the United States have a much more positive image of “Carib-
bean” than “South America.” The former evokes images of sun, surf, palm trees, and
piña coladas. The latter (at least as some are concerned) evokes images of drug cartels,
slums, leftist guerrillas, and cholera epidemics. So why not call yourself “the country in
the Caribbean” as long as there is an ounce of truth in it?
If this sounds a bit duplicitous, you're right. One application of geography is to selectively
filter the information people obtain about a place so as to manipulate perceptions of po-
tential tourists. Another application, however, is to help people see through the smoke
screen and perceive the whole truth, not just an ounce of it.
