Analysis of the impact of marketing strategies in developing and sustaining tourism industry in the Eastvaal region of the Mpumalanga province.

Abstract

The fundamental aim of this study was to analyse the main marketing strategies used in developing and sustaining tourism in the Eastvaal region. An empirical study was conducted amongst the respondents from the local authorities, local tourism organisations, hotels and guesthouses. The information collected was used to write a case about the current reality of tourism marketing in the Eastvaal, which was later evaluated against the ideas presented within the theoretical framework. Furthermore, the study looked at the strategic plans developed by local authorities as well as private sector, which were aimed at encouraging local economic development in general and tourism development in particular. This process was aimed at understanding the effect of private and public sector partnership in the formation of marketing strategies that would impact on sustainable development of tourism industry in the Eastvaal region. A wide range of literature was consulted to understand theoretical base regarding marketing strategies and tourism concepts. However, the study was restricted to the evaluation of the current strategies applied so as to measure their impact in relation to growth and sustainability of tourism in the Eastvaal. Conclusions of the research indicate that an improvement is needed in the current marketing strategies so a to create long-term growth opportunities within the tourism industry.