Effectiveness of traditional and digital advertising platforms for the marketing of tourism

Abstract

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