Abstract:
Descriptors: Marketing; market; market segmentation; tourist; tourism;
promotion; promotional strategy; communication mix; promotional mix;
destination marketing; competitiveness; competitive strategy; key success
factors.
The primary goal of this study was to determine the key success factors of
tourist market segmentation, especially for South Africa as a tourism
destination. Four objectives were derived from the primary research goal.
The first objective was to analyse the key success factors of market
segmentation by means of a literature study. This was achieved by
developing a market segmentation process. In this regard it was found that
market segmentation could be to the advantage of any destination and forms
part of a long-term marketing strategy. Research plays an important role in
market segmentation. It was also found that destinations need to consider
different bases, methods and strategies to conduct the market segmentation
process successfully.
The second objective was to identify methods of selecting the right
promotional methods for the right target market. A process was developed
that could be followed in order to select promotion al methods effectively. The
starting point of this process focuses on identifying the target market. In order
to select the promotion method one needs to analyse the characteristics of
each method. It was found that one needs to match the needs of the tourists
and the above-mentioned characteristics in order to determine the appropriate
promotion methods. The promotion schedule and creative elements are vita I
tor successful implementation ot the promotion process.
The third objective was to reflect the results of the empirical research and to
determine the key success factors. for market segmentation of South Africa as
a tourist destination. It was achieved by identifying a study population (N=30)
globally, namely the top 30 tourism destinations, as determined by the WorldTourism Organisation (WTO). It was found that market research, target
marketing and the selection of adequate promotion al tools as weil as the
forming of a positive image of the destination (positioning) are the key
success factors for market segmentation.
The fourth objective was to make recommendations for effective market
segmentation. From the results it was recornmended that thorough research
and market segmentation be done whereafter 2 to 3 primary markets and 4 to
5 secondary markets should be selected. Knowledge of these markets is
important. With regard to promotion it is very important to have a proper
budget in order to determine at what stage potential markets should be
targeted properly. Marketers should knowand understand the product
Iifecycle for each target market to avoid segmenting the same market every
year. The research also indicated that although a proper budget is useful, the
emphasis remains on selecting the right markets and to be focused in
promoting your destination.
