Original Research

An international industry perspective of tourism to post-apartheid South Africa: Implications for marketing management

Mike Bendixen, Denis Cranson, Russell Abratt
South African Journal of Business Management | Vol 27, No 3 | a807 | DOI: https://doi.org/10.4102/sajbm.v27i3.807 | © 2018 Mike Bendixen, Denis Cranson, Russell Abratt | This work is licensed under CC Attribution 4.0
Submitted: 15 October 2018 | Published: 30 September 1996

About the author(s)

Mike Bendixen, Graduate School of Business Administration, University of the Witwatersrand, South Africa
Denis Cranson, Graduate School of Business Administration, University of the Witwatersrand, South Africa
Russell Abratt, Graduate School of Business Administration, University of the Witwatersrand, South Africa

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Abstract

South Africa is now a democratic state and is being accepted in the community of nations. It has been shown that tourism can make a significant contribution to the development of this country by providing employment, contributing to foreign exchange earnings and by increased economic activity. The aim of this study was to establish the current perceptions of foreign tourist-industry representatives regarding South Africa as a tourist destination. The perceptions of 81 international travel-industry representatives were examined. The results show that South African tourism reflects a multidimentional problem. These factors need to be addressed in order for South Africa to have a vibrant and sustainable tourism industry.

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