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Title: Sardine run : analysis of socio-economic impact and marketing strategy in the South Coast Region of KwaZulu-Natal
Authors: Manana, Themba 
Keywords: Marketing--South Africa--KwaZulu-Natal;Tourism--South Africa--KwaZulu-Natal--Marketing;Sardines--South Africa--KwaZulu-Natal;Sardine industry--South Africa--KwaZulu-Natal;Sardine fisheries--Catch effort--South Africa--KwaZulu-Natal
Issue Date: 2009
The dissertation presents an overview on market segmentation established on the basis of collection of information. The study illustrates the important role of information in tourism and examines the socio-economic impact of the sardine run event and the marketing strategy in the South Coast Region of KwaZulu -Natal. A survey of the tourists at the sardine run event was conducted. There is no reason to divide customers and prospects into separate groups if they are going to be treated the same. This research examines the nature of what might be the overall personality type of the tourist and how this overall picture can be used to identify individual characteristics much more coherently and use the information to develop the marketing strategy. In line with the overview of major attempts to measure the effectiveness of a marketing strategy, this dissertation suggests that segmentation is imperative for strategy development. One key goal of each information strategy lies in an optimal matching between segmentation and marketing strategy. The findings of the study revealed that the economic impact of an event normally focuses on changes in sales, income and employment in a region as a result of tourism activity. Secondly, this research proposes that income influences tourists’ spending patterns. Since almost no research has been conducted on the analyses of the socio-economic impact and the marketing strategy of the sardine run, this research should contribute to knowledge about the target market and the socio- economic impact of the event.
Dissertation submitted in compliance with the requirements for the Masters Degree in Technology in the Department of Marketing, Durban University of Technology, 2009.
Appears in Collections:Theses and dissertations (Management Sciences)

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