Consumer perceptions of a perilous product: International tourism to South Africa

Mike Bendixen,Russell Abratt,Denis Cranson

doi:10.4102/sajbm.v27i4.811

Abstract

Tourism can make a significant contribution to the development of South Africa by providing employment, contributing to foreign exchange earnings and by increasing economic activity. The aim of this study was to establish current perceptions, attitudes and orientations of foreign tourists towards post-apartheid South Africa as a tourist destination. A sample of 250 tourists were interviewed at London's Heathrow Airport. The results show that the South African tourism industry is faced with a multidimensional problem. It is a good example of a perilous or high risk product. However, with sound market segmentation and targeting, and proper planning, South Africa can have a vibrant and sustainable tourism industry. A unique way of segmenting tourist markets is presented. Specific recommendations are discussed in detail, which could aid all those involved in marketing a high risk product.

Highlights

Tourism is an integral industry in many developing countries, having the capacity to provide both substantial employment, a significant contribution to foreign exchange earnings and increased economic activity in general
89% indicated that their main source of information on South Africa was through the media: television, radio or newspaper
This study has identified many of the critical factors which need to be addressed to contribute towards an effective strategic alignment of the tourism industry in post-apartheid South Africa

Summary

Introduction

Tourism is an integral industry in many developing countries, having the capacity to provide both substantial employment, a significant contribution to foreign exchange earnings and increased economic activity in general. International tourism in 1994 directly employed more than 127 million people and generated direct and indirect employment for more than 200 million people - or one of every nine workers world-wide (Gatty, 1993). The average annual growth rate of the global tourism industry over the past three decades has been 6% compared with a figure of only 2.5% for South Africa (Botha, 1993). In 1993, only 620 000 overseas tourists visited South Africa, representing a mere 0.25% of the world's tourism market (Satour, 1993). South African tourism employs only one in every seventy workers (De Vaal, 1994)

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