Abstract
Recent international and local developments have had a negative influence on the South African Tourism industry, particularly regarding the number of overseas tourists visiting the country. To compensate, the industry has renewed its interest in local options - particularly the potential and opportunities the black market offers. However, there appears to be a high degree of uncertainty about utilizing its potential. This study is an attempt to gain some insight into the tourism needs and requirements of a particular market segment, namely relatively affluent blacks. The findings reveal that affluent blacks do not exhibit tourism needs which are unique to that particular market segment, but do suggest definite needs and preferences. Information pertaining to these needs is essential for the marketer of tourism to ensure that appropriate marketing strategies are formulated which will allow for proper utilization of opportunities to the advantage of both marketer and consumer.
Highlights
The South African Tourism industry experienced a 10% decline in the number of overseas tourists visiting this country during 1985
The most important findings regarding the respondent group, selected from this segment are: - that respondents have a definite desire to holiday away from home and do so regularly; - on their previous holiday almost half of the respondents used their own vehicle for transport purposes and the majority did not make use of available commercial accommodation; - that when the respondents go on holiday they would prefer to use their own vehicle (51,6%) or air transport (32,8%); - that the majority of the respondents would prefer to spend a so-called 'dream holiday' in Durban (35,4% ), Cape Town (18,8%) or Sun City (18,2%); - holiday facilities available to blacks only are rated as poor by 53% of respondents and as inadequate by 30,3%; - holiday facilities open to all races are rated as excellent by 17,7% of the respondents and as adequate by 41,7%; - the majority of the respondents either prefer (12,0%) or do not mind (71,9%) holidaying with whites; - younger whites prefer to holiday with blacks according to 19,3% of respondents while 46,3% feel younger whites do not mind;
This study provides some important pointers to guide further research on the tourism needs of blacks, in relation to the white market, to establish
Summary
The South African Tourism industry experienced a 10% decline in the number of overseas tourists visiting this country during 1985. Figures for the first few months of 1986 indicate a further 35% decline (Thomas & Browning, 1987: 13). A possible strategy to overcome the decline in visits by foreign tourists may be to develop the local tourism market. Such a strategy will place the black tourism market under the spotlight. There is a high degree of uncertainty over how to utilize the vast potential of this market (Thomas & Browning, 1987: 15)
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