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- Domestic tourism research has grown in popularity. This study, conducted at Mtubatuba Local Municipality in KwaZulu-Natal Province, South Africa, explored local residents’ willingness to participate in domestic tourism, and sought after major and relevant marketing tool to be used in promoting domestic tourism. Previous studies indicate that domestic tourism is a crucial contributor to the growth of tourism. Structured questionnaire was used to collect usable data from randomly selected 400 respondents. Data analyses generated descriptive and inferential statistics to address study objectives. Residents are highly willing to participate in domestic tourism and find South Africa a very attractive destination; especially those who are young (18-30 years old), those who are employed and those with tertiary education. South African Tourism should use technology to market South African tourist attractions to local residents. Marketing South Africa as a tourism destination should use modern technology to promote the destination, targeting especially young, employed and educated South Africans. Identifying tourists’ needs and wants, and making concerted efforts to satisfying them is the hallmark of destination marketing.
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- Market research has realised that identifying tourists’ needs and wants, and making concerted efforts to satisfying them is the hallmark of destination marketing. This study explores locals’ perception of South Africa (SA) as a leisure travel destination, and ways of marketing the destination, using the case of Mtubatuba Local Municipality in KwaZulu-Natal. We used a structured questionnaire to collect data from 400 respondents. Results show that respondents perceive South Africa as a favourable leisure travel destination. Results also show that better promotion of South Africa as a domestic leisure travel destination should be made, mostly through the usage of Technology. Young (18-30 years of age), female, and employed residents, and those with tertiary education, show higher demand for domestic tourism than their counterparts. This study recommends that domestic tourism marketing efforts by South African Tourism should be amplified targeting these demographic groups. Intensive and continuous domestic tourism promotion (using social media and other modern forms of Information and Communication Technology), competitive pricing (through reduced operational costs and bundle pricing), and further improvements on national security are areas that still need national attention. Domestic tourism demand translates into international or foreign demand.
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