Tourism Property Acquisition in South Africa: A Marketing Perspective (Conference presentation)

Snyman, A./ Soteriades, M./ Σωτηριάδης, Μ.

In the current context of a highly competitive tourism environment, it is increasingly significant to attract alternative and supplementary target segments contributing to diversify and reinforce tourism activity of a destination. This is probably more attractive task for South Africa, a globally emerging destination. The aim of this paper is to explore the crucial factors influencing behaviour of individuals purchasing tourism property in South Africa. From a destination perspective, this analysis is very important in successfully attracting and sustaining property owners. A survey using the method of quantitative research by means of a questionnaire has been conducted to real estate agencies in South Africa. The statistical data were analysed by SPSS and a factor analysis has been performed. Research findings indicated five factors to be crucial from a marketing perspective, namely: country’s perception and infrastructure, government policy, economy, competitiveness and natural resources / environment. The present study allows for gaining understanding on the behaviour and decision making of foreigners willing to acquire tourism properties in a destination. Marketing implications are also discussed. Study’s findings suggest that destination marketers have to focus on specific issues, consider this segment as a challenge and promising, and incorporate this component in marketing planning.
Institution and School/Department of submitter: Σχολή Διοίκησης και Οικονομίας / Τμήμα Διοίκησης Επιχειρήσεων
Keywords: Tourism property;Behaviour and decision making;Determining factors;Destination marketing;South Africa;Ιδιοκτησία τουρισμού;Συμπεριφορά και λήψη αποφάσεων;Καθοριστικοί παράγοντες;Μάρκετινγκ προορισμού;Νότια Αφρική
Citation: International Conference on Contemporary Marketing Issues (ICCMI) 13 – 15 June 2012 Thessaloniki, Greece
Description: Άρθρο Συνεδρίου--ΑΤΕΙΘ, 2012
Publisher: Alexander Technological Educational Institute (ATEI) of Thessaloniki, Department of Marketing
Bucks New University
Appears in Collections:ICCMI (2012)

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