segmenting the latin american travel market to south africa

Clicks: 189
ID: 210865
2017
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Abstract
Orientation and motive of research: Tourism growth to South Africa is in decline resulting in an emphasis shift to identify new markets to offset the slowdown in tourism growth. Purpose of research: This study identified viable target markets within the Latin America tourist market using market segmentation based on motivations to travel to South Africa. Results and findings: Four viable segments were identified that should be catered for and, based on the distinct characteristics of each market, marketing strategies are proposed. Practical implications: This study makes a valuable contribution to the current tourism literature by expanding current knowledge of the profile and motives of a, to date, relatively unknown tourist market.
Reference Key
kruger2017actasegmenting Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors ;Martinette Kruger;M. Z. Snyman
Journal Journal of safety research
Year 2017
DOI
10.4102/ac.v17i1.394
URL
https://actacommercii.co.za/index.php/acta/article/view/394
Keywords
latin america market segmentation industrial managementbusiness

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