The Netherlands is South Africa's fifth most important market and therefore South Africa has to
maintain this market potential. If South Africa can maintain a steady growth rate of between 3-
5% it would be a very sustainable growth rate for South Africa's economy. This leads to the
main aim of the study, namely to develop a sustainable marketing strategy for Dutch tourists to
South Africa. Only 0.64% of a Dutch population of 15 million visited South Africa in 2002 which
is an indication that the market still has some growth potential.
This study is important to gain a better understanding of the Dutch tourist market in order to
develop an effective marketing strategy. In order to achieve the above-mentioned aim, 400
questionnaires were distributed randomly on different train routes in the Netherlands.
The study indicated that:
The main finding of the study is that South Africa should follow a Differentiated strategy to
target the market segments. A differentiated marketing strategy is when a destination
identifies more than one viable target market segment and prepares marketing mixes
(product, price, place and promotion) for each segment. This study identified three different
market segments for the purpose of maintaining the current market and to exploit a new
market.
The market was extended to market segment 1 and 2.
Market segment 1: Young explorers- Age group 20-24 years (students)
Market segment 2: Knowledge seekers- Age group 35-49 years (Non-profit workers)
For maintaining the current market, segment 3 was identified
Market segment 3: Ambitious travellers-Age group 25-34 years (Sales Personnel)
9 A sustainable marketing strategy is an ongoing strategy for the future and not one big
campaign. It should consist of a series of actions or small marketing efforts that can
maintain and extend the market for sustainability.
9 For sustainability always monitor the Dutch tourism demand (Dutch tourists' needs) and the
supply (how many tourists South Africa can accommodate) on regular bases.
A successful marketing strategy should indicate the direction in which all the marketing efforts
are made, for instance to increase arrival figures and maintaining a sustainable growth rate of
between 3-5% per year. / Thesis (M.Com. (Tourism Management))--North-West University, Potchefstroom Campus, 2004.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:nwu/oai:dspace.nwu.ac.za:10394/419 |
| Date | January 2003 |
| Creators | Uys, Maria Catharina |
| Publisher | North-West University |
| Source Sets | South African National ETD Portal |
| Detected Language | English |
| Type | Thesis |
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