A benefit segmentation analysis of tourists visiting Mpumalanga.
In South Africa, as in many other African countries, tourism is the most viable and economic development option. To promote tourism, further knowledgement is required to understand what benefits tourists’ seek so that promoters can engage with distinct tourism market segments. In this study, survey...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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AfricaJournals
2017-05-01
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| Series: | African Journal of Hospitality, Tourism and Leisure |
| Subjects: | |
| Online Access: | http://www.ajhtl.com/uploads/7/1/6/3/7163688/article_42_vol_6__3__2017.pdf |
| _version_ | 1818323491872571392 |
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| author | Ms LT Nduna Professor Cina Van Zyl |
| author_facet | Ms LT Nduna Professor Cina Van Zyl |
| author_sort | Ms LT Nduna |
| collection | DOAJ |
| description | In South Africa, as in many other African countries, tourism is the most viable and economic development option. To promote tourism, further knowledgement is required to understand what
benefits tourists’ seek so that promoters can engage with distinct tourism market segments. In this study, survey data was collected from 400 respondents in Mpumalanga province using a self-administered questionnaire. The questionnaire was constructed to identify the key benefits tourists sought so that the significant market segments could be categorised. This study identified two segments of tourists in Mpumalanga: cultured–naturist and nature–escapist. The researchers conclude by developing a benefit segmentation framework as a tool for marketing planning. |
| first_indexed | 2024-12-13T11:13:33Z |
| format | Article |
| id | doaj.art-c2bdbf6931a7481d8ae0a6c6d8907173 |
| institution | Directory Open Access Journal |
| issn | 2223-814X |
| language | English |
| last_indexed | 2024-12-13T11:13:33Z |
| publishDate | 2017-05-01 |
| publisher | AfricaJournals |
| record_format | Article |
| series | African Journal of Hospitality, Tourism and Leisure |
| spelling | doaj.art-c2bdbf6931a7481d8ae0a6c6d89071732022-12-21T23:48:40ZengAfricaJournalsAfrican Journal of Hospitality, Tourism and Leisure2223-814X2017-05-0163A benefit segmentation analysis of tourists visiting Mpumalanga.Ms LT Nduna0Professor Cina Van Zyl 1University of South AfricaUniversity of South AfricaIn South Africa, as in many other African countries, tourism is the most viable and economic development option. To promote tourism, further knowledgement is required to understand what benefits tourists’ seek so that promoters can engage with distinct tourism market segments. In this study, survey data was collected from 400 respondents in Mpumalanga province using a self-administered questionnaire. The questionnaire was constructed to identify the key benefits tourists sought so that the significant market segments could be categorised. This study identified two segments of tourists in Mpumalanga: cultured–naturist and nature–escapist. The researchers conclude by developing a benefit segmentation framework as a tool for marketing planning.http://www.ajhtl.com/uploads/7/1/6/3/7163688/article_42_vol_6__3__2017.pdfTourism destinationmarket segmentationbenefit segmentationMpumalanga |
| spellingShingle | Ms LT Nduna Professor Cina Van Zyl A benefit segmentation analysis of tourists visiting Mpumalanga. African Journal of Hospitality, Tourism and Leisure Tourism destination market segmentation benefit segmentation Mpumalanga |
| title | A benefit segmentation analysis of tourists visiting Mpumalanga. |
| title_full | A benefit segmentation analysis of tourists visiting Mpumalanga. |
| title_fullStr | A benefit segmentation analysis of tourists visiting Mpumalanga. |
| title_full_unstemmed | A benefit segmentation analysis of tourists visiting Mpumalanga. |
| title_short | A benefit segmentation analysis of tourists visiting Mpumalanga. |
| title_sort | benefit segmentation analysis of tourists visiting mpumalanga |
| topic | Tourism destination market segmentation benefit segmentation Mpumalanga |
| url | http://www.ajhtl.com/uploads/7/1/6/3/7163688/article_42_vol_6__3__2017.pdf |
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