DESTINATION SOUTH AFRICA: ANALYSIS OF DESTINATION AWARENESS AND IMAGE BY INTERNATIONAL VISITORS

Geo Journal of Tourism and Geosites

article

René HAARHOFF¹  Bianca DE KLERK¹ 

[1] Central University of Technology, Free State, Faculty of Management Sciences, Department of Tourism and Event Management, Hotel School

关键词: branding;    image;    international tourism;    international visitors;   

DOI  :  10.30892/gtg.24116-353

学科分类：社会科学、人文和艺术（综合）

来源: Editura Universitatii din Oradea / University of Oradea Publishing House

【 摘 要 】

International tourism is vital to South Africa’s economy and tourism industry. It accounts for 48% of the country’s tourism volume and 3% of GDP. It is important to establish the image that international visitors have of South Africa to safeguard the performance efficacy of the country’s tourism industry. This study shows the efforts that South Africa have made to build a Nation Brand and describes the impact it’s had on the perceptions of international visitors. The study population was international visitors to South Africa. Questionnaires were used to interview departing passengers at OR Tambo International Airport. Results indicated that the overall attractiveness of South Africa was positive. A majority indicated that they will return to South Africa.

【 授权许可】

CC BY-NC-ND