Abstract
ABSTRACT This study explores the opportunities for developing transit tourism by examining the reasons why transit passengers participate or not in such tourism while in-transiting. The findings suggest that transit passengers need to be made aware of the opportunities for transit tourism prior to arrival at the transit destination; and availability of customised airport transit tours at the transit destination should be ensured to facilitate transit. The study concludes that transit tourism is an opportunity missed; destination marketing organisations (DMOs), airport authorities, and airline operators should devise a common communication strategy to tap into this emerging but still under-developed transit passenger segment.
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