This research project was aimed at understanding the motivations and perceptions of UK residents to travel to holiday destinations, specifically Jamaica. In order to do this, a questionnaire was designed and produced based on the demand component of Murphy’s 1985 conceptual framework of tourism demand. The results of the questionnaire were analysed and evaluated in order to gain an insight into what motivates UK residents to go on holiday and also what perceptions they had of Jamaica as a holiday destination. The findings are remarkable and have helped this study to recommend a marketing strategy for organisations involved in the marketing of Jamaica as a holiday destination. It has also opened up a whole new area of discussion, destination marketing.
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