A sustainable marketing strategy for Dutch tourists to South Africa

Abstract

In 2003, 120 933 Dutch tourists visited South Africa, which was an increase of 14.1% on 2002 arrivals. However in 2004 it dropped to a mere 0.24% growth. The Dutch market is regarded as a priority market because of cultural and historical links, but it is also a market that has not been properly analysed (segmented). By doing the latter it would become easier to apply the right marketing mix, which could translate into a more sustainable growth rate. In order to maintain a steady growth rate in tourism, South Africa needs to improve its marketing strategies. This research argues that it is important to establish a sustainable marketing strategy, which is based on proper market segmentation. A marketing strategy should not be a one-year campaign but rather a strategy that can lead to a steady growth rate. A survey was conducted in the Netherlands on Dutch citizens (N=325) travelling by train from Groningen in the North to Breda in the South and from this a sustainable marketing strategy which is based on three market segments has been developed.

South African Journal for Research in Sport, Physical Education and Recreation Vol. 28(1) 2006: 137-149