Marketing tourism as a by-product of the Lesotho Highlands Water Project-development sites

Abstract

This research was conducted to find ways by which the Lesotho highlands water project (LHWP) and the Lesotho Tourist Board (LTB) can effectively mark.et Lesotho in general as a tourist destination and the Lesotho Highlands Water Project development sites in particular for foreign tourists and Lesotho residents. There have been various studies conducted by the Lesotho Tourists Board and the Lesotho Highlands Development Authority to find ways of effectively marketing the tourist products on offer but most of the findings have not been implemented for one reason or the other. This study attempted to look at the providers overall marketing strategy that can be adopted by the service providers and the Lesotho Tourists Board in a co-ordinated effort to promote Tourism in Lesotho. A literature review was conducted on the topic; the researcher collected information from the fief d through the use of questionnaires, interview schedule and observation.. The questionnaire was administered to both foreign tourists and local holiday makers residing in Lesotho, tour operators and hotels and lodges. The interview schedule was meant for the officials of the services providing firms, Lesotho Tourist Board and the Ministry of Tourism. The study revealed that Lesotho and LWHP have interesting products on offer that appeal to most tourists In addition the study found out that:

* Lesotho and LHWP sites are not being well marketed and little information exists on Lesotho; * facilities and services are limited * Lesotho residents like recreation and holdings; * there is serious security concern causing image problems; * foreign tourist spends few days in Lesotho. The study concludes by recommending for more facilities and services, security concerns be addressed and that effective marketing and promotional campaigns be undertaken in conjunction with the regional body RETOSA.