Assess the potential impact of ethnocentrism on the diversification of the tourism product of a Small-Island Developing State such as Jamaica from Mass tourism towards Sustainable Tourism with a focus on Community-Based Tourism. (20 marks)

Discuss FOUR (4) positive and negative impacts of a major resort in Jamaica increasing its percentage of expatriate employees from 30% to 45%. It is to be noted that the majority of expatriates that are recruited serve in management and supervisory roles within the resort. (20 marks)

Analyze the role of sub-cultures in the development of a brand identity of a destination. (20 marks)