A strategy for the development of domestic tourism in South Africa

Abstract

The primary goal of this study was to determine the factors that have an influence on the development and expansion of domestic tourism in South Africa. Three objectives were derived from the primary research goal. In the first instance, domestic tourism and the role it plays was analysed by conducting a literature study on all the available constructs as well as the concept of domestic tourism. The second objective was to analyse domestic tourism in the different provinces (strengths, weaknesses, opportunities and threats, since after all, it is the function of the provinces to promote domestic tourism). The third objective focused on the results of an empirical study. In July 2003 two hundred questionnaires were e-mailed and faxed. 108 replies were received. Aspects covered by the questionnaire included obstacles to tourism, opportunities, tendencies, trends, growth and the key success factors of domestic tourism. The survey was directed at all involved in tourism planning and management: in the public and private sector, as well as specialists from the national, provincial and local authorities. As far as the private sector is concerned, specialists from hotel groups, like Sun International and Southern Sun, as well as tour operators, such as Springbok, Atlas and Welcome Tours, and organisations, like The South African Tourism Service Association (SATSA), Federated Hospitality Association of South Africa (FEDHASA) and Association of South African Travels Agents (ASATA), were approached. The purpose of the research was to shed light on what South Africa can do to advance domestic tourism. It also attempted to elucidate the role the government and product owners should play on various levels. From responses to the questionnaire it became clear that domestic products are offered at competitive prices. Product owners, however, have to guard against too high prices. Product owners are to know their markets and understand current industry needs to market products more effectively.