A tale of two Guernseys : tourism branding and island hopping in an archipelagic context

Abstract

Guernsey offers a unique location for the study of tourism branding in an archipelagic context. First, as an island, Guernsey is the second largest of the Channel Islands, but it also administers several smaller islands and islets within its jurisdiction. Second, as part of an archipelago, the Bailiwick of Guernsey comprises the main islands of Guernsey, Alderney, Sark and Herm, with the first three being separate jurisdictions. Each of the islands within the Bailiwick are within easy reach of one another, whether by sea or air (when possible), while the island of Lihou can be reached on foot at low tide for visitors to walk to via a short causeway. In this archipelagic setting, island hopping can be an inherent part of the itinerary for any visitor, and is sometimes an option offered by the tourist industry.