A focus on the media campaigns used by the ministry of tourism in Lesotho.

Abstract

This research sets out to examine how media are utilised by the Ministry of Tourism, Environment and Culture through the Lesotho Tourism Development Corporation in collaboration with specific leisure tourists destinations to promote domestic leisure tourism in Lesotho. The research relied on the use of unstructured interviews based on interview schedule in order to elicit comment, opinion and information from respondents. The researcher also used questionnaire to establish the appropriate media that could be used by the Ministry of Tourism, Environment and Culture through the Lesotho Tourism Development Co-operation to promote leisure tourism in the country. Through these interviews and questionniare, problems that surround media promotion of domestic leisure tourism were also identified. These problems include financial constraints and limitations that are set by the Government in choosing the type of media that has to be used by the Lesotho Tourism Development Corporation to promote tourism in the country. The study discovered other weak areas in the Lesotho Tourism Development Corporation’s marketing of domestic tourism. Suitable recommendations have been made as to how such flaws could be addressed in order that it could increase the numbers of domestic leisure tourists.