Sage Journals: Discover world-class research

Abstract

Currently South Africa stands at the threshold of a new era. Massive international media coverage of the 1994 South African elections and the subsequent inauguration of a new president on 10th May, 1994 have created an interest in this part of the world on a scale never seen before. At this time of opportunity it is appropriate to consider the developments that have taken place in the tourism industry over the last decade or so, and to speculate on the possible reaction of the international tourism market following the country's return to the global village. This paper addresses the topic from a management perspective, referring mainly to the macro environmental factors that shaped the domestic market. In addition to this, the paper concludes with an analysis of the overseas tourism arrival statistics since 1990. From this analysis it appears that the international tourism market is keen to see and experience South Africa for itself. Apart from the opportunities that South Africa's reentry offers, the industry will also have to contend with threats such as increased competiton from new entrants.

Keywords

South Africa business environment international tourist arrivals

Get full access to this article

View all access options for this article.

References

See Boyd, H.W. and Walker, O.C. (1990) 'Marketing Management: A Strategic Approach', Irwin, Home-wood, IL; Kotler, P. and Armstrong, G. (1991) 'Principles of Marketing ', Prentice-Hall, Englewood Cliffs, NJ; McCarthy , E.J. and Perreault , W.D. (1993) ' Basic Marketing: A Global-Managerial Approach, Irwin, Home-wood, IL.

Kotler, P. and Armstrong, G. (1991) 'Principles of Marketing', Prentice-Hall, Englewood Cliffs, NJ.

Green, N. and Lascaris, R. (1987) 'The Changing Face of the South African Consumer', Southern Africa Tourism Review, Vol. 1, No. 3, pp. 4-8.

Ferrario, F.F. (1988) 'Emerging Leisure Market among the South African Black Population', Tourism Management , Vol. 9, No. 1, pp. 23-38.

Van der Walt, A. (1990) 'Marketing in the 1990s ', in Van der Walt, A. , ed., ' Marketing Success Stories', Southern Books, Halfway House .

Since December 1994 the PWV area was renamed Gauteng, which means 'Place of Gold'. Because the statistics referred to in this paper are collected for the PWV area, the term is still preferred in this paper.

Ibid.

Venter, A.A. (1983) Untitled address delivered during the sixth congress of the Northern Cape Tourism Society, Kimberley, 18th February.

See McCarthy and Perreault, ref. 1 above.

10.

Green, N. and Lascaris, R. (1988) 'Third World Destiny: Recognising and Seizing the Opportunities Offered by a Changing South Africa', Human and Rousseau Tafelberg, Cape Town.

11.

Rudansky, S. (1990) 'The Cinderella Complex ', in Van der Walt, A. , ed., ' Marketing Success Stories', Southern Books, Halfway House .

12.

Stanton, W.J. , Etzel, M.J. , Walker , B.J. , Abratt, R. , Pitt, L. and Staude, G.E. (1992) 'Marketing Management in South Africa', Lexicon, Johannesburg.

13.

See ref. 11 above.

14.

Greene, M. (1987) 'Marketing Hotels into the 90s', Heinemann, London.

15.

See ref. 5 above.

16.

Green, N. and Lascaris, R. (1988) 'Third World Destiny: Recognising and Seizing the Opportunities Offered by a Changing South Africa', Human and Rousseau Tafelberg, Cape Town.

17.

See ref. 12 above.

18.

Ibid.

19.

Middleton, T.V.C. (1988) 'Marketing in Travel and Tourism', Heinemann Professional, Oxford.

20.

Sake-Beeld (1994a) 'Unisa bevind blankes se besteebare inkomste is besig om te verminder ', 24th January, S4.

21.

Volschenk, C. (1994) 'Inflasie styg tot 9.5% in Desember', Sake-Beeld, 28th January, S1.

22.

Marx, S. and Van der Walt, A. , eds. (1993) 'Marketing Management ', Juta, Cape Town, and ref. 12.

23.

Van Vuuren, J. (1986) 'Tyddeel-bedryf voel resessie nie so kwaai', Sake-Rapport, 6th July, p. 18.

24.

Van Zyl, A. (1984) 'Swak Rand goeie en slegte nuus vir toerisme', Volkshandel, Vol. 36, No. 4, p. 83.

25.

Ibid.

26.

South Africa as quoted in Bennett , J.A. (1987) ' Die toerismepotensiaal van die suidelike binnelandse parke onder beheer van die Nasionale Parkeraad', unpublished M.Com thesis, University of the Orange Free State, Bloemfontein.

27.

Eloff, F. (1987) 'Binnelandse toerismebevordering met behulp van natuurbates tot beskikking', address delivered during the Afrikaanse Handelsinstituut Congress (Tourism Chamber), Thaba Nchu Sun Hotel, 19th May.

28.

Cooper, C. , Fletcher, J. , Gilbert, D. and Wanhill, S. (1993) 'Tourism: Principles and Practice', Pitman Publishing, London.

29.

Ibid.

30.

See ref. 12 above.

31.

Richter, L.K. and Waugh, W.L. (1986) 'Terrorism and Tourism as Logical Companions', Tourism Management, Vol. 7, No. 4, pp. 230-238.

32.

(32) Ibid.

33.

Sake-Beeld (1993) ' Geweld rem toeriste-vloei na Kaap', 25th November, S12 and Sake-Beeld (1994) 'Observatory aanval sal toerisme hiér knel', 7th January, S12.

Re-entering the international tourism market: the case of South Africa

Abstract

Keywords

Get full access to this article

References