Assessment of the Effectiveness of Traditional Media for the Promotion of Tourism in This Digital Age in KwaZulu-Natal South Africa

Abstract

This is a study which seeks to measure the effectiveness of traditional media for the promotion of tourism in this digital age in KwaZulu-Natal South Africa. This study employed a descriptive research design and the questionnaire was used to collect the data. The findings revealed that traditional media and online media are more or less equally competitive for the promotion of tourism. Traditional media is still effective for the promotion of tourism in this digital age, most especially in the domestic market. The study concluded and recommended that tourism marketers and authorities need to come to terms with traditional media and online media coexistence. There is no need to rely on one media to do it all. Where traditional media lacks, online media must be there to make up the difference and enhance the tourist’s experience.