M.Com. (Business Economics) / The luxury motor-coach industry in South Africa is presently finding it difficult to function on a sound financial basis. International tourists are the main supporters of the industry and this means that financial success is dependent on the flow of these tourists. Effective marketing, however, is lacking and little information about the industry is available. In view of the foregoing, the primary goal of this study is the development of a marketing planning model for the luxury motor-coach industry. In order to attain this goal, it was necessary to collect and analise primary, and, where possible, secondary marketing information about the industry. An important step in effective marketing is the acceptance of the marketing concept in terms of consumer orientation, integrated marketing and profitability. The study not only indicates that this concept is applicable to all marketing variables in the macro-marketing environment, the market environment and the micro-marketing environment but also measures the degree to which it is applied by the industry. Only the critical marketing variables in each of the aforementioned environments ~ere investigated. Since national as well as international tourists go on luxury motor-coach tours in South Africa, the investigation was also undertaken from that point of view. The investigation revealed, firstly, that competition, technology, the economy, social and cultural structures and government actions are critical variables in the macro-marketing environment that are uncontrollable. A proper analysis of these variables from a marketing point of view can lead to the identification of opportunities and/or threats to tour operators. It was also found that tour operators can, through proactive environmental management, endeavour to create favourable situations in the macro-marketing environment...