Abstract
This study is concerned with identifying those destination attributes (pull) factors which influence European travellers' selection of Africa as a vacation destination region. It seeks to provide a database and an identification of a positioning framework within which the relevant tourism planners and promoters can promote the various sub-regions to selected European visitor markets. The research data suggests that African tourism marketers should pay attention to factors over which they have comparative advantage rather than trying to copy destinations in other parts of the world.
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