- Title
- Tourist activity preferences and market segmentation an exploratory South African study
- Creator
- Nomvete, Luvuyo
- Subject
- Place marketing -- South Africa Tourism -- Social aspects -- South Africa
- Date Issued
- 2017
- Date
- 2017
- Type
- Thesis
- Type
- Masters
- Type
- MBA
- Identifier
- http://hdl.handle.net/10948/20255
- Identifier
- vital:29164
- Description
- Successful destination marketing often begins with the development and implementation of a well-designed strategic marketing plan that promotes a targeted, cooperative and strategic approach to destination marketing. Consequently, astute destination marketers should seek to understand the needs, motives and preferences of carefully selected visitor segments, so that tourism organisations, agents and operators can identify market segments, choose target markets and position brands for marketing strategies and selling activities (Cox and Wray, 2011). This quest to understand consumer decision-making presents one of the most important challenges to success in tourism marketing. A large amount of research has been made in what Van Raaij and Crotts (1994) describe as the “economic psychology” in travel and tourism (see Hu, 1996). This study focuses on psychological and cultural influences on consumer preferences for popular tourist activities. The results of the study are important for the tourism industry as they directly affect marketing strategy. A number of authors have elaborated on the central role played by local and regional destination marketing organisations (DMOs) in helping to strengthen economic linkages in the tourism industry, to enhance collaboration, and to facilitate strategic marketing initiatives (e.g. Soteriades, 2012; Bowes in Goodall & Ashworth, 2013). One such organisation is the Eastern Cape Parks and Tourism Agency (ECPTA) based in East London, South Africa. Established in 2010 by the provincial government, the agency actively pursues “equitable low-carbon economic growth through innovation and collaboration” in both the conservation and tourism industries (ECPTA, 2015). The Eastern Cape has been dubbed the “Adventure Province” and boasts “a rich history, moderate climate, a wealth of natural resources” – an enviable combination of advantages that are leveraged in attracting visitors to the region (EC DEDEA, 2015). Among various marketing initiatives pursuant of its mandate, the ECPTA has established an online portal at www.visiteasterncape.co.za that potentially serves as an important information resource for visitors. The portal conveniently lists eight categories of tourist activities, each category linking the visitor to lists of specific offerings provided at local level in various parts of the province. A practical question that arises is the focus of the current research: Which market segments are most attracted to these offerings? The insights gleaned from the present study can thus contribute to ongoing research on approaches to improving the effectiveness of destination marketing aimed at holiday makers around the world. Previous research into the economic psychology of travel and tourism includes that of Van Raaij and Crotts (1995) whose seminal paper provides a theoretical background and delineates specific applications of the concept in the tourism industry. The framework for information processing they provide is reflected in Goodall’s outline of the tourist’s annual holiday search process (in Goodall & Ashworth, 2013). Following this thread, Mansfeld (1992) discusses the role and complex nature of motivation in travel behaviour, specifically in the stages of assessment and the elimination of destination alternatives. Gnoth’s (1997) theoretical study clarifies the relationship between tourists’ motivations and the formation of expectations, based on a discussion of the notions of drive reduction, attitudes and values. Goossens (2000) provides a conceptual model on the factors that influence the pleasure travel choice process, showing how the consumer’s disposition and marketing stimuli combine to create involvement in the information processing, which leads to hedonistic responses and motivation to travel. Various models have been developed and used to examine tourist decision making, including Mansfeld’s (1996) “value stretch” model, the LOGIT model used by Costa and Manente (1996) to evaluate the main characteristics of visitors, Tsaur and Tzeng’s (1996) multi-attribute decision making model used to analyse perceptions of service quality at hotels, the LOCAT model by Moutinho and Curry (1994) used in site location analysis and selection, and the MNL model used by Winzar et al. (1993) in analysing perceptions of transport mode attributes. Efforts to further enrich marketers’ understanding of tourist behaviour include new market segmentation methodologies developed to accurately predict tourist activity choices. Johar and Sirgy (1996) for example, introduce a technique called segment congruence analysis to help travel and tourism marketers determine the actionability of potential or viable market segments. Mazanec (1992) introduces a neural network model to classify tourists and argues that this method surpasses discriminant analysis in determining a subject’s correct segment affiliation. The present study is an effort to explore further the notion of tourist market segmentation by observing how psychographic and demographic variables work together to influence tourist activity and destination preferences.
- Format
- 73 leaves
- Format
- Publisher
- Nelson Mandela Metropolitan University
- Publisher
- Faculty of Business and Economic Sciences
- Language
- English
- Rights
- Nelson Mandela Metropolitan University
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