The image of a destination is built by a variety of influences, only some of which can be directly or indirectly attributed to the actions of destination marketing companies. This study proposes to identify, analyze and evaluate the factors that could impact positively and/or negatively on the image of South Africa as a tourist destination among tourists from China.

The image of a destination is built by a variety of influences, only some of which can be directly or indirectly attributed to the actions of destination marketing companies. This study proposes to identify, analyze and evaluate the factors that could impact positively and/or negatively on the image of South Africa as a tourist destination among tourists from China.

The growth of the Chinese economy represents a significant opportunity for global travel and tourism and it has raised the expectation that the South African tourism industry will explore and benefit from the Chinese outbound market growth. Since international travel and tourism is becoming a significant component of the South African economy, it is important to understand the factors that influence consumer decision-making in tourism. The main objective of this study was to determine the factors that influence the decision-making of Chinese tourists that travel to South Africa. The research gives a systemic review of the Chinese outbound market, starting with the Chinese outbound travel history, and the impact of the social-economic issues on Chinese travel and tourism. An overview is provided of the size, growth and the regulation of the Chinese outbound market, as well as the main characteristics of Chinese outbound tourists. The factors that influence decision-making are compartmentalised into two categories: internal and external factors. Internal and external factors relate to the concept that people travel due to the fact that they are pushed by their own internal forces and pulled by the external forces such as the social environment, reference groups, social class, the restrictions from government regulations and the attraction of travel destination countries. The empirical findings reflect that the factors that have the most significant impact on the decision-making process of Chinese outbound tourists travelling to South Africa are perception about safety, lack of knowledge about South Africa and a growth in the use of the Internet as a source of tourist information. The study also reflects a tendency towards individualism and a shift away from traditional group decision-making. Based on the findings of the empirical study, South Africa tourism needs to offer a safe travel environment, provide greater access to information featuring South Africa as a tourist destination, and offer discounted travel packages

Thesis (MTech (Marketing))-- Cape Peninsula University of Technology, 2006 / With a population of 1.3 billion and a rapidly growing economy, China has the potential to exert a greater influence on the development of tourism worldwide. In particular, the China outbound tourism market is expanding at a fast rate. Along with the Approved Destination Status, which was granted to South Africa in 2001, South African Tourism has already set its sights on targeting this emerging market. The purpose ofthis research was to establish the perspectives oftravel agencies in China with regard to promoting South Africa as a leisure tourist destination. The study attempted to survey travel agencies in China, in order to understand Chinese travel agents and their clients' dislikes and preferences, which assisted the researcher to identify the attractive points and drawbacks ofSouth African tours, as viewed by travel agencies. In this study, 90 international travel agencies were surveyed with the use of self-completion questionnaires, while 6 in-depth interviews were conducted. The research results provided the perceptions and attitudes of South Africa, as viewed by Chinese travel agencies and revealed that shopping and entertainment, scenic beauty, different people and their lifestyles, cultural experiences and wildlife experiences were the top five of the attractions of South Africa as a tourist destination. The main factors, which prevent Chinese tourists from visiting South Africa, were unfamiliarity, affordability and negative perceptions with regard to crime and HIV/AIDS.

Thesis (MTech (Marketing Management))--Cape Peninsula University of Technology, 2008 / Resident within the context of tourism marketing, this research, following a proposal that marketing the Western Cape Wine Routes, as a destination component, may enrich and strengthen the image and competition of South Africa as a tourist destination in China, has focused on the psychological behaviour of Chinese tourists and their demographic profiles in respect of the Western Cape Wine Routes. Within this research, a mixed research design was adapted, after layered literature studies that comprised tourism and marketing, consumer [tourist] behaviour and wine tourism, while fieldwork involved both qualitative and quantitative approaches, which covered both experienced and non-experienced Chinese tourists with regard to the Western Cape Wine Routes. During the research fieldwork, a tourist investigation included a set of mini-group interviews and an intercept survey [comprising 275 samples], which provided an understanding of Chinese tourists in respect of the Western Cape Wine Routes, as well as South Africa and Cape Town, by both underlying and broad data. As a result of this research, a blueprint to market the Western Cape Wine Routes as a destination component in China, in the form of a formulated framework, some business recommendations at a strategic level, are represented, which include strategic marketing directions, Chinese tourist market analysis, evaluation of current competition, SWOT analysis, strategic objectives and corresponding strategies in the form of the 8Ps of the tourism marketing mix, as well as major complementary strategic resources. Finally, within an academic perspective, future studies are also suggested. Key words: Chinese tourists, South Africa, strategic marketing, tourism, Western Cape, wine tourism, wine routes and wine tourists.

As a result of significantly improving relationship between South Africa and China, Chinese tourists traveling to South Africa have become a more noticeable group of travelers. More and more Chinese tourists choose South Africa as a tourism destination; especially Cape Town in the Western Cape region for a variety purposes such as relaxation, business and/or shopping. This research investigates the perceptions and motivation of Chinese tourists coming to the Western Cape region of South Africa. The proposed strategy of promoting the Western Cape region as a travel destination can be made based on the perceptions and motivation of Chinese tourists to the Western Cape. The study focuses on clearly understanding the perception of Chinese tourists by studying tourist behaviour and consumer motivation. The process of decision making and factors impacting on decision making are addressed in the research. A survey questionnaire was administered to Chinese tourists visiting South Africa. The primary data received by questionnaire was analyzed to show what actually Chinese tourists consider Western Cape as a travel destination. The Statistical Package of Social Science (SPSS) was utilized for analysis of data collected by the questionnaire. These general groups of data are discussed in the research. There are personal information, the motivation for travelling, and perceptions of respondents in the Western Cape region in South Africa.