D.Econ. / The objective of this study is to define the marketing problems and opportunities of the caravan park industry of South Africa in its total operational environment. An important secondary aim was an analysis of the quantitative and qualitative characteristics of caravan park users in order to provide a basis for market segmentation and targeting. The scope of this study was limited mainly to the existing white campers in South Africa. The macro-, market- and resources environments were then evaluated and subsequently, aspects pertaining to the planning of a marketing policy and strategy were investigated. As regards the methods, a conventionally structured questionnaire was used as the major research method. Completion of the questionnaire by 411 respondents was achieved with users at caravan parks throughout South Africa. A major recommendation, is that the heterogenic characteristics of caravan park users in South Africa offer an opportune base for effective segmentation of their markets. The basic motives why people camp, can serve as the ideal platform to identify economic viable clusters in themarket, From this point, a differentiated total product concept can be developed to achieve a desired rate of return in addition to camper satisfaction. The economic climate, potentially, has a serious effect on camper spending and behaviour. Caravan parks should develop operating systems to ease payment by customers. This could make camping more affordable and thereby decrease the risk factor for parks during periods of recession. Caravan park managers must seek a closer relationship with caravan manufacturers in research projects, planning developments and in monitoring marketing trends to enable them to sinchronize the technical development in the industry. Government institutions and agencies should define the aims of their roles in this industry, and restructure the involvement between the public and private sector in terms of the control and ownership of caravan parks. The caravan park industry has several differential advantages on their competitors which can effectively be incorporated in an integrated marketing program. The main advantage is the better satisfaction of needs such as family-togetherness, social interaction, nature-orientation, escape, peace and quietness, "real" change of pace and lifestyle, and the rlexlbllitv in holiday pattern. The present strategies and the marketing approach of the caravan park managers in South Africa can, in general, be improved. Training and orientation programs should be implemented by government to stimulate the improvement of the quality of campers' satisfaction. This strategy could place the industry on a financially more sound base, whereby the level of products, service, facilities and programs could be increased. Periodic evaluation by management of this industry within its total controllable and uncontrollable' environmental settings is essential for future planning. Long-term growth can only occur if the industry identifies its problems and exploits every opportunity to achieve its aims more effectively. The caravan park industry is underdeveloped in the South African business environ. ment. It needs a more professional approach from all parties involved to create the platform from where it can proceed on the road to become a vital and prosperous industry in the tourism sector. The findings of this study especially point at some means by which the caravan park industry can be promoted and be made more effective and satisfying from the users' point of view, and more profitable for the entrepreneurs involved in this sensitive and complicated area of private enterprise. In order to achieve this aim, the main strategy to be followed should involve regular evaluation and forecasting of the macro and market environments. Knowledge and trends should be obtained to segment the market on a geographic, demographic, psychographic basis.' Market segmentation is necessary to determine why, where, what, when, how, who and how much do the market segments buy. This quantitative and qualitative information must be used to identify opportunities and problems in the market, which a caravan park with strong and weak points should exploit. Effective target marketing should be done to form a basis to formulate a product-, distribution-, tariff-, and marketing communication strategy to fit the specific park objectives