Marketing communication methods used by tour operators in Gauteng
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Authors
Van der Merwe, Michelle Caroline
Issue Date
2003-11
Type
Dissertation
Language
en
Keywords
Tourism , Marketing communication tools , South African Tourism , SATSA , Tour operator , Tourist guide , Gauteng , South Africa , Foreign tourists , Marketing mix for services , Personal marketing communication , Direct marketing , Interactive media , Personal selling , Word of mouth , Nonpersonal marketing communication , Advertising , Sales promotion , Public relations
Alternative Title
Abstract
The purpose of this study is to determine which marketing communication methods tour operators in Gauteng, registered with SATSA, utilise. Tour operators aim to enhance tourist experiences. Companies need to be exposed to the marketplace to attract and keep business, thus marketing communication methods used by tourism organisations are examined at length.
The results for the study were obtained using a web-based questionnaire. Main findings include the fact that SATSA-registered tour operators frequently use interactive media, direct marketing and advertising. Word of mouth was continually regarded as an important marketing communication method. The larger the company, the more likely it is to use advertising. Interactive media can be used by small and large companies alike. Many marketing communication methods that are used frequently were not deemed to be efficient. One may therefore conclude that SATSA-registered tour operators in Gauteng prefer to use interactive media.
Description
Citation
Van der Merwe, Michelle Caroline (2003) Marketing communication methods
used by tour operators in Gauteng, University of South Africa, Pretoria, <http://hdl.handle.net/10500/738>