TOURISM PROPERTY ACQUISITION IN SOUTH AFRICA: A DESTINATION MARKETING ANALYSIS

Main Article Content

Marios Sotiriadis
Adrinet Snyman

Keywords

Tourism property, investment, supply-side/pull factors, destination marketing, South Africa

Abstract

In the highly competitive environment of the tourism industry it has become increasingly important to attract different market segments. This is probably a more challenging task for South Africa (SA) which is becoming a globally emerging destination. The aim of this paper is to report on a study which explored the main supply-side factors influencing households and individuals in purchasing tourism property in SA. The research findings indicated that the five pull factors are, in order of importance, natural resources, government policy, country’s perception and infrastructure, competitiveness, and economy. The current study allows for a better understanding of the factors that influence the decision of foreigners to invest in tourism properties in SA and indicates the close relationship between tourism property acquisition by foreigners and tourism destination marketing. The findings also suggest that destination marketers should seriously consider this market segment to be incorporated into destination marketing planning and activities.

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